Dream is back—and it’s a record: in 7 days it beat its sales target by 31% and jumped 421% in volume versus other Boticário body splash launches
Dream’s comeback surges in its first week
The return of Dream to O Boticário’s lineup delivered an immediate win. Within seven days of launch, the line performed 31% above the brand’s forecast and stood out against other products in the same category.
Compared with other body splash launches across the portfolio, the relaunch posted a 421% increase in units sold. The result marks the strongest performance in the brand’s history for the category.
Why it worked: listening, data, and nostalgia
Vanessa Cristine Machado, Director of the Gifts Grouper Category, says the numbers validate decisions built on qualified social listening and consumer-behavior analysis. In her view, nostalgia becomes a powerful trigger when handled with the right strategy and timing—shaping portfolio results fast.
“The numbers confirm that decisions based on qualified listening and behavior analysis, connected to triggers like nostalgia, have a direct impact on portfolio performance.”
“Chefe dos Descontinuados” turns demand into product
Though it had been off shelves for years, Dream stayed relevant through repeated requests on social media and direct messages to the brand. That groundswell helped make it the first official comeback under Chefe dos Descontinuados, a project designed to convert community demand into concrete portfolio decisions.
Even before the relaunch, Dream had already generated more than 7.4K organic posts and over 33 million views across related hashtags—clear evidence of sustained cultural momentum online.
Category tailwinds and three scent options
The spike also aligns with broader growth in lightweight body fragrances. Reapplication habits, affordability, and everyday versatility have helped body mists gain traction with today’s consumers.
Dream returns in three olfactive versions: Amor no Ar, Céu de Baunilha, and Viagem Encantada. The lineup blends emotional memory, gourmand influence, and sensory profiles tuned to current preferences.
A playbook mixing legacy and digital culture
The commercial performance reinforces O Boticário’s strategy of combining data, digital culture, and brand heritage as growth drivers. The case suggests that products with strong symbolic value—when repositioned with clarity—can deliver quick impact and support category strength over time.
Photo: Divulgação
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