Mel Maia fronts Boticário’s new campaign that redefines self‑care with the Geração Cereja movement focused on the menstrual cycle.
Brazilian actress Mel Maia, an icon of her generation, stars in O Boticário’s new campaign Cuide‑se Bem Cereja de Fases — the first Brazilian body‑care line designed for the menstrual cycle. She leads the Geração Cereja movement, inviting people to go beyond traditional beauty routines and include menstrual wellness in daily self‑care.
The campaign challenges beauty standards by asking a simple question: with so many steps in a skincare routine, why not one for menstruation? Cereja de Fases fills that gap by encouraging people to listen to their bodies and care for themselves according to each phase of the cycle.
On TikTok, Mel Maia becomes the voice of the movement, turning the platform into a true hub for Geração Cereja. “Being part of this campaign that puts the menstrual cycle at the center of self‑care is very special to me,” says the actress.
The line features fragrances developed using neuroscience, with products tailored to each phase of the cycle — daily moisturizers, a warming oil with a thermal‑bag effect, and a relaxing cream with arnica. The lineup also includes soaps, body splash, intimate spray, acne patch, and a functional pouch.
The Geração Cereja movement calls for a more honest and connected form of self‑care — one that celebrates every phase of the body.
Photo: Divulgação
