June 24th marks the celebration of Saint Johnwith great cultural relevance in the Northeast of Brazil. The size of the party for those who don’t live in this region of the country may not be comparable to other celebrations — not even Carnival —, but all compatriots agree on one fact: this festival is bigger than Christmas.
An entire month, or even a little more, reserved for June celebrations, with lots of music, dancing, presentations and a growing effect: the presence of brands. , for example, has reinforced its representation for 10 years and the effect is evident.
The city in the interior of Pernambuco is known as the capital of forró and offers one of the main São João festivals featuring this “colada” dance. Like all good “closer” choreography, the premise is to always smell good and make sure your makeup doesn’t melt in the heat of the dance.
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In this regard, O Boticário managed to consolidate itself as “São João’s favorite beauty brand in the Northeast”. The region represents one of the largest areas in the company’s perfumery and beauty portfoliowhich drove heavy investment in brand presence focused on São João, but also throughout the year.
Em 2026the company increased investments related to the June period by more than 30% compared to 2025consolidating the party as one of the most relevant cultural and strategic platforms for the brand. The initiatives include regional campaigns, proprietary experiences, cultural activations, media, creators, retail experience and special media projects.
The brand’s performance in the period is also enhanced by the franchisee network, with nine in Caruaru, 860 points of sale in the Northeast, 242 Dealer Spaces and more than 100 franchisees distributed across the nine states.
Another regionalization strategy used included briefings for local influencers with creative autonomy and a layered approach to feed back into regional conversations.
The result is clear: customer engagement and conversion at relevant levels for the company. In 2025, Juliana Razini, franchise director at Boticário reveals that more than 20 thousand people had the experience in Caruaru and signed up for the loyalty program, Beautybox, reinforcing the company’s premise that well-constructed cultural experiences create bonds that continue long after the end of the party, beyond brand memories.
“There is an important difference between impacting a consumer and engaging a consumer. What we noticed at São João is that people come to our experiences in a favorable context, they are celebrating, coexisting, creating memories and experiencing a cultural manifestation for which they have a genuine bond. This makes the interaction with the brand much more receptive and meaningful”, says the executive.
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Casa São João do Boticário
— as the company is affectionately called by some consumers — is even more interesting with Casa São João do Boticário, a brand that has already become a tradition in Caruaru.
At least five years ago, the Casa Boticário offers a show on the balcony of one of the main squares of São João in the capital of forró. Intimate and cozy, the presentations bring exactly what the brand wants: to make the consumer feel closer and more connected.
Throughout the night, there is also a complete area with the company’s best-smelling products, including new releases, as well as space to touch up your makeup with specialized professionals. Anyone interested doesn’t even need to carry the products during the party, just access a QR Code and order the items for delivery or pickup at the nearest store.
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Boticário’s relationship with São João began in 2017, with a tribute to Luiz Gonzaga’s career in a web series starring Lucy Alves and the Exu Symphony Orchestra. In the same year, the traditional Barraca do Xêro was born, a proprietary project of the brand that became one of the main symbols of Boticário’s presence in the June festivities.
Since then, the brand uses the connection with northeastern musicbringing together important and local names such as Elba Ramalho, Solange Almeida, João Gomes, Banda de Pífanos, Alceu Valença, Mari Fernandes and Lipe Lucena, to get closer and closer to consumers.
The size of São João in the Northeast
Far beyond a traditional celebration, São João has consolidated itself as one of the largest cultural movements in the country, mobilizing tourism, entertainment, economy and regional identity.
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Only in the last year, The June festivities welcomed more than 24 million people and generated around R$7.4 billion in the countryaccording to data from the Ministry of Tourism.
In Caruaru, for example, there will be more than 70 days of celebration in 2026, with a projection of generating approximately R$800 million according to the municipality’s Department of Economic Development and Tourism. Around 4 million people are expected to attend the Pernambuco city festival this year.
They are more than 30 national and international brands that invested over R$43 million in sponsorships and incentives for São João de Caruaru 2026.
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*The reporter for InfoMoney was invited by O Boticário to visit São João de Caruaru on the weekend of June 19th to 21st.
