Beleza na Web 18th Anniversary

To celebrate Beleza na Web's 18th anniversary, we needed to bring together several partner brands and speak to an audience that's already passionate about beauty, but also loves experiences worth sharing as content.

A good anniversary activation needs to go beyond a beautiful event: it needs to become content, that content needs to become conversation, and that conversation needs to become real action.

We transformed Roda Rico, the largest Ferris wheel in Latin America, into a beauty experience park. The cabins became suspended beauty spaces, offering surprise haircuts, makeup lessons, and sensory workshops during the 25-minute ride, while the ground level hosted gastronomic experiences, a photo booth, interactive games, and a live podcast recording.

Two days of activation, one exclusive to press and creators, one open to the public (with registrations sold out), featuring more than 15 partner brands (MAC, CH, L'Oréal, Jo Malone, among others) integrated into sensory experiences.

The activation generated a large volume of organic, spontaneous content, positioning Beleza na Web as a reference in the category, and the impact extended beyond the event through site and app promotions, converting engagement into real sales.