A Winnin, platform that uses proprietary AI to map cultural trends based on video consumption on the internet, has just released a ranking of the Fragrance and Cosmetics brands that captured the most attention during Carnival 2025. The research reveals how they managed to gain relevance in the public conversation
Based on the data, Nature, AvonandThe Apothecarydominated the podium among the brands ofPerfumery & Cosmeticsin this year's Carnival
Owned Content, Earned, and Paid on the theme Carnival on Instagram, TikTok, Facebook e YouTube de 01/03 a 09/03. Brazil. All genders and ages.
Sponsor of some of the main lounges in São Paulo, Salvador and Olinda, a Naturegathered a star-studded team led by Milton Cunha, Taís Araújo and Isabelle Nogueira, making a big bet on videos – and the strategy worked. The brand was the one that captured the most attention online and stood out as the most remembered among the revelers
Looking exclusively at User Generated Content (UGC), three brands stood out in the ranking, Natura (289K), O Boticário (78K)andL'Oréal Paris (49K).
These data show how the power of communities enhances the reach of beauty brands. Who Said, BereniceandThe Apothecaryalso stood out with an expressive performance: the engagement of user-generated content was almost17x largerthan that of the videos published by the brands themselves, reinforcing the relevance of public participation in amplifying messages
It is worth noting still, that without a single original video, a L'Oréal Parisranked 4th in total engagement at Carnival, betting 100% on the power of UGC and influencers like Lore Improta, Laura Britto, Luisa Perisse and Kenya Borges
The study also highlights the main approaches that drove the success of these campaigns. Furthermore, indicateshow these trends can guide future brand actions, highlighting the need to develop campaigns that combine entertainment, emotional bond and cultural relevance
