O Boticário: Code Her
O Boticário tasked AlmapBBDO with addressing the growing crisis of non-consensual AI-generated sexualization of women's images. The client sought to strengthen its brand positioning as a champion of female empowerment and pleasure by tackling the digital taboos and safety concerns facing their core audience. The objective was to provide a meaningful, protective solution that resonated with women's fears in the digital age.
Creative Idea
A protective bot that automatically blocks AI-driven sexualization attempts on women's social media photos.
O Boticário launched a protective bot on X that shields women's photos from AI-driven sexualization by blocking malicious prompts, turning the brand into a digital guardian that empowers women to reclaim control over their own bodies online.
Fighting AI Misogyny with Real Time Defense
A Response to Rising Digital Violence
The campaign was born from a sobering reality: reports of online misogyny and violence against women in Brazil surged by 224.9% in 2025. O Boticário positioned the *Her Code* fragrance line as a catalyst for this movement, linking the product to the protection of female autonomy. The initiative served as a practical educational bridge, connecting users to critical legal frameworks like the Rose Leonel Law, the Carolina Dieckmann Law, and the Maria da Penha Law.
Engineering the Digital Shield
The technical core of the project was developed in partnership with Benext.ai. By integrating a custom bot directly into the X platform, the agency created a real-time intervention system. Once a user registered on the official campaign site and tagged @codeherbot, the system monitored for manipulation attempts via Grok. If a malicious prompt was detected, the bot blocked the image display and immediately messaged the user with a digital handbook on how to report the violation.
Collaborative Creative Execution
The campaign’s multi-platform film was directed by Mari Cobra of LA COBRA STUDIO, featuring Brazilian singer Marina Sena. The narrative was bolstered by the inclusion of Rose Leonel, a journalist and activist whose own history of non-consensual image disclosure inspired the landmark legislation that bears her name. The project’s audio identity was crafted by Quiet City Music + Sound, with VOZ handling the production of the segments featuring Leonel. This combination of high-profile talent and rigorous tech development helped the *Her Code* fragrance line achieve record-breaking commercial success, selling several million units during the launch period.
Creative Strategy Deconstructed
Company
O Boticário leveraged its authority in the feminine beauty space to advocate for women's safety and bodily autonomy.
Category
Beauty brands typically focus on aesthetic perfection and product benefits rather than addressing systemic digital violence and online safety.
Customer
Women felt vulnerable and exposed due to the rise of non-consensual AI-generated sexual content on social media platforms.
Culture
The rapid, unregulated proliferation of AI tools like Grok created an urgent, widespread fear regarding digital privacy and consent.
Company
O Boticário leveraged its authority in the feminine beauty space to advocate for women's safety and bodily autonomy.
Category
Beauty brands typically focus on aesthetic perfection and product benefits rather than addressing systemic digital violence and online safety.
Strategy:
Provide a functional defense mechanism to turn a brand into a protective ally against digital exploitation.
Customer
Women felt vulnerable and exposed due to the rise of non-consensual AI-generated sexual content on social media platforms.
Culture
The rapid, unregulated proliferation of AI tools like Grok created an urgent, widespread fear regarding digital privacy and consent.
Strategy:
Provide a functional defense mechanism to turn a brand into a protective ally against digital exploitation.
Results
The campaign achieved significant engagement and awareness. It generated the most engaging tweet the brand has ever posted, securing the top 2 engagement rate ever for the brand with a +3299.9% increase in engagement, +3324.7% increase in likes, and +1457.5% increase in comments. Additionally, 81.7% of @CodeHerBot followers authorized the bot on X. A survey conducted with over 3,000 Brazilians revealed that 89.3% became aware of the laws protecting women against digital crimes. Finally, the campaign drove a +18% increase in Her Code sales during the campaign period.
+3299.9%
increase in engagement on X
89.3%
became aware of laws protecting women against digital crimes
+18%
increase in Her Code sales
Strategy Technique
Build an Utility, Not an Ad
By providing a tangible technical solution to a pervasive digital threat, the brand earns trust through action. It moves beyond messaging to provide a necessary service that solves a real-world user tension.
Explore Technique
Creative Technique
Unexpected Utility
The campaign creates a functional tool that directly solves a digital safety problem. It transforms the brand from a passive advertiser into an active, protective ally for its target audience.
Explore Technique
Craft Breakdown
The campaign's craft is elevated by its innovative use of technology to solve a real-world digital threat, seamlessly integrated with a strong, cohesive visual identity.
The creation of a functional bot utilizing X's own API to actively intercept and hide malicious prompts before image generation is a brilliant, proactive tech solution.
The consistent use of the magenta and black color palette, combined with sleek UI mockups and high-contrast portraits, creates a powerful and premium brand experience.
