The launch campaign for the Flor de Ypê line began by introducing Giovanna Antonelli as the brand’s ambassador, through teasers on her social media that drew parallels to her iconic character Helô from Salve Jorge, known for receiving anonymous gifts, generating strong engagement and a high volume of comments on Twitter and Instagram. Following this buzz, the campaign film was released, presenting the concept “Feel Flowers Within You” and positioning the line as a sensorial experience that transforms everyday care into emotion, connecting fragrance, memory, and self-care, set to “Bela Flor” by Maria Gadú.