Pharmacies Turn Into 2026 Carnival Hotspots in Rio and SP

During Carnival 2026, Grupo DPSP turned Drogarias Pacheco and São Paulo stores into free beauty, wellness, and fun hubs.

Grupo DPSP, which owns Drogarias Pacheco and Drogaria São Paulo, took center stage this Carnival with a 360° brand experience. The strategy blended wellness activations at Camarote Allegria in Rio, radio blitzes along the beach, and free beauty experiences across São Paulo — redefining pharmacies as the new meeting point for revelers.

Pacheco lights up Rio’s Sapucaí

In Rio, Drogarias Pacheco partnered with top brands to bring health and fun together. Dorflex headlined interactive experiences at Camarote Allegria under the motto “It’s Carnival, Dorflex fights on,” while Jontex led awareness actions and Engov After livened up Copacabana with radio blitzes and giveaways alongside Positividade FM.

The brand also had a strong OOH presence, with planes flying over the coast, citywide digital screens, and influencer content amplifying the celebration of wellness and joy.

São Paulo Creates “Care Points”

In São Paulo, the “Care Point” stations in Pinheiros and Ibirapuera became wellness stops with Carnival makeovers, hairstyling, and social media corners. Brands like Engov, Sensodyne, Eno, and Centrum joined in, along with Grupo DPSP’s exclusive Ever line. Participation was free by downloading the Drogaria São Paulo app.

The campaign expanded its impact through massive OOH ads across Pauista Avenue and the São Paulo Metro, boosting brand visibility during the city’s Carnival buzz.

By bridging celebration and care, Grupo DPSP reaffirmed its place as a wellness ally for Brazilians during the country’s biggest festival.

Photo: Divulgação