Beleza na Web

The project emerged from the need to update and evolve Beleza na Web, a multibrand beauty e-commerce marketplace acquired by Grupo Boticário in 2019. Since 2008, Beleza na Web has been a pioneer in digital beauty retail, building the largest online beauty portfolio in Brazil. However, our research showed that the brand was perceived as dated and lower-end, despite positive associations with proximity and accessibility. This revealed an opportunity to differentiate in a highly saturated market dominated by transactional brands, often seen as mere stops along the shopping journey rather than places where consumers build relationships. In response, we set out to transform Beleza na Web into a true destination brand. The brand shared an ambition to become the largest and best digital multibrand beauty specialist. To achieve this, we established key principles: expanding its role across the purchase journey, deepening customer involvement, and embracing a broader definition of beauty that includes self-care, mental health, wellbeing, and autonomy. Based on our research, we redefined the brand strategy around a central human truth: beauty is a constant discovery. The beauty journey begins with experimentation and has no final destination, as there is always an opportunity to start over, discover new products, and explore new forms of self-expression. For Beleza na Web, beauty discovery means challenging expectations, embracing the unexpected, and rediscovering yourself every day. We translated these ideas into an evolved visual and verbal identity, as well as into the brand experience through a comprehensive implementation plan. The new identity focuses on creating proprietary assets that express the brand’s bold and empowering personality, fully leveraging its digital nature and encouraging experimentation. Curation and knowledge were defined as the two core drivers of the brand, informing experience signatures, brand architecture, and implementation to ensure long-term consistency and relevance.