O Boticário announces Clash, its latest men's fragrance that redefines freshness, featuring Gabriel Medina as its ambassador

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Feb 13, 2025, 08:00 ET

A new fougère that blends modernity with strength, drawing inspiration from the challenges that shape us

SAO PAULO, Feb. 13, 2025 /PRNewswire/ -- O Boticário, the most beloved and preferred beauty brand in Brazil*, announces Gabriel Medina as the ambassador for Clash, its new men's fragrance set to launch in March 2025. Clash pushes against the traditional ideas of masculine success and motivates men to embrace pressure, emerging stronger from life's challenges.

Clash is made for men who rise to the challenge. Built on the concept "Strength is born from pressure," the brand speaks to those who face obstacles head-on, with courage and determination, celebrating men who are unafraid to push themselves toward becoming their best selves.

According to Carol Carrasco, Branding and Communications Director at Grupo Boticário, expectations for the launch are high, and the announcement of Gabriel Medina as ambassador is just the first of many impactful actions leading up to the official release of the fragrance in March. "Clash is an innovative fragrance that redefines freshness with modernity and strength. This idea is embodied in the archetype we're showcasing in the campaign. Choosing Gabriel as our ambassador was a natural decision—his journey is a powerful example of resilience, inspiring men to confront challenges with confidence and setting a bold new direction for the brand," says the executive.

About O Boticário
O Boticário is a Brazilian cosmetics company and the flagship brand of Grupo Boticário. The most beloved and preferred beauty brand in Brazil*, it was founded in 1977 in Curitiba (Paraná) and has the largest franchised network** of Beauty and Wellness in Brazil, with points of sale in 1,650 Brazilian cities and presence in 15 countries. O Boticário offers an extensive portfolio of products including fragrances, makeup, and personal care items, available through stores, direct sales, and e-commerce. Committed to people and the planet, the brand has the largest reverse logistics program in Brazil, Boti Recicla, which includes collection points across the country. In addition, it is part of the Diversa Beleza movement—a commitment to beauty free from stereotypes—and does not test on animals.

Sources:     
*Kantar, Worldpanel Division, LinkQ On-line, campo realizado durante o mês de dezembro de 2023. Total Brasil, 9.079 lares. Marcas de Beleza são produtos como perfumaria, cuidados com a pele e maquiagem; 

**ABF (Associação Brasileira de Franchising). Ranking das 50 maiores redes de franquias do Brasil por número de unidades de 2022.

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Bruna Martins ([email protected])
Regiane Silva ([email protected])
Mariana Barbosa ([email protected]) 
Giuliana Nicastro ([email protected])
Victoria Cabral de Menezes ([email protected])
Lucas Dias ([email protected])