With 96-hour deodorants and new collections, Giovanna Baby wrapped 2025 with around 25 launches—and is already aiming higher for 2026.
Giovanna Baby closed out 2025 with a major portfolio push: roughly 25 products launched during the year, plus select items added to the brand’s classic collections. The move supports an expansion plan designed to bring more innovation and strengthen everyday self-care.
2025 launches: new collections and daily essentials
Key releases included the Brown and Turquoise collections, along with Summer—a line positioned for care during sun exposure. The brand also expanded across categories such as moisturizers, body splashes, and colognes, aiming to cover multiple moments of a personal-care routine.
Standout release: 96-hour deodorants in top fragrances
The year’s headline launch was the 96-hour deodorant collection featuring the brand’s best-selling scents, including Classic, Blue, and Blanc Vanila. The products are positioned around long-lasting protection without sacrificing hydration, backed by what the brand calls a high-performance formula.
The line also introduced new formats, such as tube deodorants, designed to be more practical and versatile for everyday use.
“Our focus in 2025 was to listen to consumers and deliver solutions that truly made a difference in everyday life.”
According to Willem Cesar, who leads the brand’s marketing, the strategy combined new launches with upgrades to established formulas, prioritizing performance, comfort, and sensorial experience.
Reformulations: longer wear and upgraded protection
Beyond new products, several portfolio items were reformulated throughout the year. The body splashes, for instance, were updated for longer-lasting wear—one of the most common requests from consumers.
Meanwhile, the brand’s classic deodorants were improved and now claim 72 hours of protection, up from 48 hours previously. The change reinforces the brand’s push for innovation and daily-care performance.
What to expect in 2026
For 2026, Giovanna Baby expects to expand its portfolio further, focusing on products that elevate self-care across different steps of a routine. The plan also includes strengthening national market presence through new fragrances, lines designed for different consumer profiles, and solutions aligned with personal-care and beauty trends.
Photo: Divulgação
