O Boticário
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O Boticário () is a Brazilian cosmetics company. It has 4,070 stores in Brazil, Portugal, Mexico, Guyana, Bolivia, Peru, United States, Paraguay, Japan, France, Angola, Colombia and United Arab Emirates.


History

O Boticário was created in 1977 as a small prescription drugstore in the city of
Curitiba Curitiba () is the capital and largest city in the state of Paraná (state), Paraná in Southern Brazil. The city's population was 1,773,718 , making it the List of cities in Brazil by population, eighth most populous city in Brazil and the larg ...
, capital of the state of Paraná, in southern Brazil. Today the company is the world's largest perfumery and cosmetics franchising network. O Boticário's industrial and administrative complex has 34.4 thousand square meters of floor space in the city of
São José dos Pinhais São José dos Pinhais () is a municipality in the state of Paraná in Brazil. It is a part of the Metropolitan Region of Curitiba. Etymology With geographical and religious origins the city's name is a homage to São José (Saint Joseph) and ...
in the
Curitiba Curitiba () is the capital and largest city in the state of Paraná (state), Paraná in Southern Brazil. The city's population was 1,773,718 , making it the List of cities in Brazil by population, eighth most populous city in Brazil and the larg ...
Metropolitan Area. It employs 1,300 people and creates approximately 10 thousand jobs through its franchising network. O Boticário's first manufacturing plant was inaugurated in 1982, with just 1 thousand square meters of floor space. Then it employed 27 people who worked to manufacture about 400 thousand items a year. O Boticário's current production exceeds 59 million units.


Fundação O Boticário

In 1990, the company created the Fundação O Boticário de Proteção à Natureza (O Boticário Nature Protection Foundation), a nonprofit organization that has already sponsored 800 conservationist projects including studies, scientific research, environmental education programs and direct fauna and flora protection actions all over Brazil. The Foundation also supports the "Natural Areas Protection Program", which aims at implementing its own network of private natural heritage reserves. The first one is the Salto Morato Private Natural Heritage Reserve, which occupies a 2,340-hectare area, in Guaraqueçaba, on the north coast of the state of Paraná, in southern Brazil. This reservation protects a significant area of the Atlantic Rainforest, besides being provided with infrastructure for scientific research, environmental education, and outdoor recreation. In November 1999, the reservation supported by Fundação O Boticário de Proteção à Natureza was declared a Natural Heritage Site by
UNESCO The United Nations Educational, Scientific and Cultural Organization (UNESCO ) is a List of specialized agencies of the United Nations, specialized agency of the United Nations (UN) with the aim of promoting world peace and International secur ...
.


Products

O Boticário's product lines consist of approximately 480 items, divided into the following categories: body care, facial care, sun care, makeup, deodorizing colognes, deodorants, soaps and shampoos. Amazonian plants such as açaí, cupuaçu, carnaúba, guaraná,
cashew Cashew is the common name of a tropical evergreen tree ''Anacardium occidentale'', in the family Anacardiaceae. It is native to South America and is the source of the cashew nut and the cashew apple, an accessory fruit. The tree can grow as t ...
, and
passion flower ''Passiflora'', known also as the passion flowers or passion vines, is a genus of about 550 species of flowering plants, the type genus of the family Passifloraceae. ''Passiflora'' species are widely cultivated for their striking flowers, fla ...
; gums extracted from algae and vegetal extracts, such as
arnica ''Arnica'' is a genus of perennial plant, perennial, herbaceous plants in the sunflower family (Asteraceae). The genus name ''Arnica'' may be derived from the Greek language, Greek ''wikt:arni, arni'', "lamb", in reference to the plants' soft, h ...
and urucum, are among the active ingredients present in the brand's products.


Collaborations

O Boticário joined an exclusive partnership with
Netflix Netflix is an American subscription video on-demand over-the-top streaming service. The service primarily distributes original and acquired films and television shows from various genres, and it is available internationally in multiple lang ...
in November 2022 with the launch of cosmetics products inspired by the series '' Money Heist'', ''
Stranger Things ''Stranger Things'' is an American television series created by the Duffer brothers, Duffer Brothers for Netflix. Produced by Monkey Massacre Productions and 21 Laps Entertainment, the Stranger Things season 1, first season was released on N ...
'' and ''
Sex Education Sex education, also known as sexual education, sexuality education or sex ed, is the instruction of issues relating to human sexuality, including human sexual anatomy, Human sexual activity, sexual activity, sexual reproduction, safe sex, birth ...
''.


Controversy

In May 2015, the company launched in Brazil a campaign titled "Toda Forma de Amor" (Every Kind of Love), made for Brazilian
Valentine's Day Valentine's Day, also called Saint Valentine's Day or the Feast of Saint Valentine, is celebrated annually on February 14. It originated as a Christian feast day honoring a Christian martyrs, martyr named Saint Valentine, Valentine, and ...
(celebrated annually as Dia dos Namorados on 12 June, the day before the Saint
Anthony of Padua Anthony of Padua, Order of Friars Minor, OFM, (; ; ) or Anthony of Lisbon (; ; ; born Fernando Martins de Bulhões; 15 August 1195 – 13 June 1231) was a Portuguese people, Portuguese Catholic priest and member of the Order of Friars Minor. ...
festivities), the campaign presented heterosexual and homosexual couples embracing and exchanging gifts of the brand. The video generated huge repercussion, mainly in social networks. The commercial, uploaded on YouTube, earned more than three million views and had more than 360,000 likes, against over 180,000 dislikes (until 6 June 2015). Among conservative sectors of society, however, the campaign had negative repercussions. There have been calls for boycotting the brand by people like pastor Silas Malafaia and homophobic statements in social networks. The National Council for Self-Regulatory Advertising (Conar) has also received inunerous complaints and initiated a process to verify possible abuses against the consumer in the advertising campaign of the company. On 16 July, however, Conar decided to file a lawsuit against the video. The rapporteur of the process emphasized in his vote: "Don't count on publicity to omit the reality." Boticário replied that "the proposal of the 'Couples' campaign, which was first broadcast on 24 May, is to address, with respect and sensitivity, the current resonance about the most different forms of love regardless of age, race, gender or sexual orientation—represented by the pleasure of giving the person you love a gift on Valentine's Day." In an article published on the UOL Economia website, journalist James Cimino also pointed to inconsistencies in the brand's boycott movement as large multinationals—such as
Apple An apple is a round, edible fruit produced by an apple tree (''Malus'' spp.). Fruit trees of the orchard or domestic apple (''Malus domestica''), the most widely grown in the genus, are agriculture, cultivated worldwide. The tree originated ...
,
Microsoft Microsoft Corporation is an American multinational corporation and technology company, technology conglomerate headquartered in Redmond, Washington. Founded in 1975, the company became influential in the History of personal computers#The ear ...
,
Google Google LLC (, ) is an American multinational corporation and technology company focusing on online advertising, search engine technology, cloud computing, computer software, quantum computing, e-commerce, consumer electronics, and artificial ...
, HP,
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,
Facebook Facebook is a social media and social networking service owned by the American technology conglomerate Meta Platforms, Meta. Created in 2004 by Mark Zuckerberg with four other Harvard College students and roommates, Eduardo Saverin, Andre ...
,
The Coca-Cola Company The Coca-Cola Company is an American multinational corporation founded in 1892. It manufactures, sells and markets soft drinks including Coca-Cola, other non-alcoholic beverage concentrates and syrups, and alcoholic beverages. Its stock is lis ...
,
Colgate-Palmolive The Colgate-Palmolive Company, commonly known as Colgate-Palmolive, is an American multinational corporation, multinational consumer products company headquartered on Park Avenue in Midtown Manhattan, New York City. The company specializes in ...
,
Disney The Walt Disney Company, commonly referred to as simply Disney, is an American multinational mass media and entertainment industry, entertainment conglomerate (company), conglomerate headquartered at the Walt Disney Studios (Burbank), Walt Di ...
,
Twitter Twitter, officially known as X since 2023, is an American microblogging and social networking service. It is one of the world's largest social media platforms and one of the most-visited websites. Users can share short text messages, image ...
, Visa, MasterCard,
Starbucks Starbucks Corporation is an American multinational List of coffeehouse chains, chain of coffeehouses and Starbucks Reserve, roastery reserves headquartered in Seattle, Washington. It was founded in 1971 by Jerry Baldwin, Zev Siegl, and Gor ...
, Nike,
Xerox Xerox Holdings Corporation (, ) is an American corporation that sells print and electronic document, digital document products and services in more than 160 countries. Xerox was the pioneer of the photocopier market, beginning with the introduc ...
, Levi's,
Gillette Gillette is an American brand of safety razors and other personal care products including shaving supplies, owned by the multi-national corporation Procter & Gamble (P&G). Based in Boston, Massachusetts, United States, it was owned by The Gil ...
, Absolut,
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,
Ray-Ban Ray-Ban is a brand of luxury sunglasses and eyeglasses created in 1936 by Bausch & Lomb. The brand is best known for its Wayfarer and Aviator lines of sunglasses. In 1999, Bausch & Lomb sold the brand to Italian eyewear conglomerate Luxottica ...
, Gap,
American Airlines American Airlines, Inc. is a major airlines of the United States, major airline in the United States headquartered in Fort Worth, Texas, within the Dallas–Fort Worth metroplex, and is the Largest airlines in the world, largest airline in the ...
, Tiffany & Co.,
Budweiser Budweiser () is an American-style pale lager, a brand of Belgian company AB InBev. Introduced in 1876 by Carl Conrad & Co. of St. Louis, Missouri, Budweiser has become a large selling beer company in the United States. Budweiser is a filte ...
and others—also support the LGBT movement, but were not threatened with boycott claims.


References


External links

*
O Boticário Foudantion
{{DEFAULTSORT:Boticario, O Companies based in Paraná (state) Manufacturing companies of Brazil Chemical companies established in 1977 Cosmetics companies of Brazil Multinational companies headquartered in Brazil Brazilian brands Cosmetics brands Personal care brands 1977 establishments in Brazil