O Boticário Research My Body

Overview

Grupo Boticário put the numbers on screen. Millions of searches for a Brazilian actress’s belly, her age, how young she used to look. Almost none for what is inside her. The film answers the search bar with an X-ray, and the brand answered it with thirteen million reais for research into women’s bodies.

Discipline

Beauty & Fashion

Studio

LOBO Creative

Group

lobo.cx

The result

What it did.

Figures published in campaign breakdowns of the Cannes Lions 2025 entry by GUT São Paulo. Press-reported rather than audited. The US$2.4M (R$13M, at about R$5.4 to the dollar) is the Grupo Boticário commitment to the Women's Research Center.

650M

impressions

organic interactions

US$2.4M

committed to research on the female body

The film

The search bar, answered with an X-ray.

Brazilian actresses agreed to be looked at the way the internet already looks at them, and then to be looked at properly. The counts on screen are real search results.

Client

Grupo Boticário

Agency

GUT São Paulo

Director

Nicole Fischer

Year

2025

A woman standing in blue light with an X-ray of her ribcage laid across her chest — An X-ray placed exactly where the body was being looked at

A close up of an actress, the on screen search reading her age, 6,510,000 results — Her age. 6,510,000 results.

A woman under a light panel, the on screen search reading her name and belly — Her belly. 19,200 results.

A woman seated on a white turntable, the on screen search reading that she has grown — How much she has grown. 24,500 results.

An older actress in white, the on screen search asking how she looked when young — How young she used to look. 1,430,000 results.

A woman lying inside a lit circle, a line across the frame stating that most scientific studies are based on the male body — Most scientific studies are based on the male body. Source on screen: McKinsey Health Institute, 2024.

An empty dress form standing under the same light panel — The same light, nobody in it

Looked at, not studied.

The insight is a gap. A woman’s body is one of the most examined objects on the internet and one of the least examined subjects in medicine. The film holds both of those facts in the same frame: the search string floating over a woman who is standing perfectly still, and then the X-ray that nobody was looking for.

It was shot as a studio piece, cool blue and clinical, closer to a laboratory than a beauty film, which is the argument. The cast runs across life stages, including pregnancy and menopause, because the research gap does not stop at any age.

The brand did not leave it at a film. Grupo Boticário put thirteen million reais into a research centre for studies on women’s bodies.

Director

Nicole Fischer

Agency

GUT São Paulo

Released

International Women’s Day 2025

Cannes

Gold, Sustainable Development Goals