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, AvonandO Boticáriodominated the podium among the brands ofPerfume & Cosmeticsthis 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 boxes in São Paulo, Salvador and Olinda, aNaturegathered 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 in the digital space and stood out as the most remembered among the revelers
Looking exclusively at User Generated Content (UGC), three brands stood out in the ranking, Nature (289K), O BoticárioandL'Oréal Paris (49K).
These data show how the power of communities enhances the reach of beauty brands. Who Said, BereniceandO Boticárioalso stood out with an expressive performance: user-generated content engagement 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, aL'Oréal Parisranked 4th in total engagement during 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, indicatein what way can these trends guide future brand actions, highlighting the need to develop campaigns that combine entertainment, emotional bond and cultural relevance
