Skin is a source of pleasure. AlmapBBDO and Brazilian cosmetics brand, O Boticário, are restoring its pleasure role. In a world where women’s desire is still the subject of countless taboos, Boticário is starting a new conversation with the launch of Her Touch, a book dedicated to women and designed to highlight the skin as their greatest erogenous zone.
The book, published by Editora Labrador in an exclusive digital version, is available for free from amazon.com.br and the brand’s social media, free of charge, for adults over 18 only. It explores intimacy, shattering taboos and encouraging women to explore their own bodies without guilt or external pressures.
The movement, created by AlmapBBDO, connects to the narrative of Her Code, the best-selling women’s perfume brand launched in 2023. “Her Code became the first perfume brand in Latin America to start a conversation about female pleasure, and while we’ve made progress, we know there are still plenty of taboos out there,” stated Marcela De Masi, executive director of branding and communications for the Boticário Group. “We perceived women’s desire to get a better grasp of the topic and saw room for us to contribute with a book dedicated to women, a true invitation for them to explore and get to know their bodies as they awaken their own pleasure.”
The conversation is all too necessary. According to a 2023 survey by Think EVA and Boticário, 79% of women have faked orgasms and 45.6% identify stress and fatigue as the main obstacles keeping them from dedicating themselves to their own pleasure. Moreover, just 12% of interviewees associate the concept of pleasure to sex alone, reinforcing that the experience is far more than just the act itself – and that expanded vision is precisely what Her Touch presents.
In the week of its launch, during Women’s Month, the book reached the number one spot among the most downloaded on Amazon Brazil. Click to download the book for free here.
Her Touch, written by sexologist Mari Williams, who has a master’s degree in clinical sexology from ISEP (Barcelona), and illustrated by three talented Brazilian artists – Estela Carregalo, Gio Simões, and Larissa Constantino – recasts the skin as a map of sensual discovery. Over 162 pages, and in short chapters that address how to awaken the pleasures of one’s own body and touch as a gesture of self-love, it avoids a technical, anatomical tone, instead bringing a subtle, poetic voice to arouse women’s imagination.
“We’ve been taught that there’s a right way to feel pleasure, so when we can’t access the sensations we imagine we should be feeling, frustration is inevitable,” explained Mari Williams. “Understanding that each of us is different and that there’s no single, universal map to finding your pleasure is the first step to opening yourself up to exhilarating new possibilities. The goal of Her Touch is to invite women to prioritize their pleasure – not as yet another item on a checklist in our busy routines, but as a reminder that we’re entitled to tenderness, rest, and self-care.”
During March, as part of the launch of the new guide, Mari will join Marcela McGowan, a gynecologist specialising in sexuality, and the CEO and creative director of Obvious, Marcela Ceribelli, as well as other special guests, on a roundtable to discuss the book.
AlmpaBBDO copywriter, Catharina Mendonça, commented, “Her Touch is an idea that provokes society and is helping to lead a broader movement by presenting a fresh angle on female empowerment and questioning the sexual mores to which women are often subjected. This is a project born from the hands of many women and designed to be explored by countless more.”
The full campaign includes press kits, collaborations with content creators and platforms such as Amazon, and Near Field Communication (NFC) technology – which, as any mobile device approaches Her Code or Her Code Touch packaging, offers up exclusive content in the virtual environment of the Her Code Hotel.
Credits:
Client: O Boticário
Client Team: Marcela De Masi Nogueira, Carolina Carrasco, Giovana Orlandeli Sampaio, Eduardo Rebola, Maria Augusta Silveira, Barbara Dias, Agata Oliveira & Laura Yanaguibashi
Creative Agency: AlmapBBDO
President & CEO: Filipe Bartholomeu
CCO: Pernil
Executive Creative Directors: Eduardo Lima & Rodrigo Adam
Creatives: Bella Eger, Catharina Mendonça, Júlia Azevedo & Ste Bressan
Art Assistant: Rayane Oliveira
Client Services: Camilla Massari, Andressa Locatelli, Bruna Defelippe, Vivianne Santos, Thais Guarlotti, Julia Vasconcelos & José Henrique Pereira
Chief Strategy Officer: João Gabriel Fernandes
Strategist: Daniela Ferrari, Julia Martins & Giovanna Schiavon
VP of Marketing: Rafaela Alves
Media: Francisco Custódio, Suellen Kiss, Yasmin Baffa, Vanessa Vieira & Grasielle Santana
Special Projects: Julia Newman, Marilia Alves
PR: AlmapBBDO, Giusti Creative PR & PROS
Illustrators: Estela Carregalo, Gio Simões & Larissa Constantino
Writer & Sexologist: Mari Williams
Publisher: Labrador
Production: José Roberto, Marcos Souza
Final Art: Carlos Henrique Azevedo
Revision: Zuzima Turano
Art Buyers: Tereza Setti & Stephanie Biekarck
Photographer: Mariana Valverde @ Estúdio Almap
