Boticario's Mother's Day Campaign Redefines the "Empty Nest" Theme

Apr. 16, 2026

O Boticário presents "Farewells", its Mother’s Day campaign that explores a universal truth and one of the most prominent topics on social media leading up to the date: the “empty nest.” According to the brand’s social listening data, 64% of conversations on the topic carry tones of sadness and loneliness. To counterbalance this, the film uses the metaphor of a train journey to show that, although a mother says goodbye to the same child countless times throughout different stages of life, each of those moments also marks a new beginning.

Carolina Carrasco, Branding and Communications Director at O Boticário and Quem Disse, Berenice said:

"Mother’s Day is one of our most anticipated campaigns of the year, as being meaningfully present during this time has become part of our cultural role. As a leading gifting brand, we understand that our responsibility goes beyond business. We aim to spark conversation and create emotional connection during this moment. This year, we chose a universal and deeply authentic theme: motherhood as a succession of new beginnings. We believe that being a mother means mastering the art of letting go at every stage of a child’s growth — from arms that once held them to their first independent steps, from clothes they outgrow to a nest that expands into the world. Through this campaign, we seek to validate the emotions that shape the maternal journey, showing that motherhood is an ongoing series of farewells disguised as growth."

 

The audiovisual piece, developed from the concept created by AlmapBBDO, uses the train as a metaphor for time and the transformations of motherhood. The story follows Karina and her son João as a baby. As she boards the train and settles him into his seat, she experiences her first goodbye. As the journey begins, she realizes that he falls asleep on his own, no longer needing her embrace. Moving through the train cars of her own story, she relives different stages of motherhood and other moments of letting go: when João learns to pronounce "sneakers" correctly; when he grows and no longer fits in her lap; as a teenager, when he chooses to spend his first New Year’s Eve with friends and his girlfriend; and eventually, adulthood, when he leaves home to build his own life.

Set to a special version of The Blower’s Daughter by Damien Rice, the narrative unfolds as a symbolic reunion between mother and son across different phases of life.

Camilla Massari, Chief Impact Officer and VP of Client Services and Business at AlmapBBDO said:

"Motherhood is also about letting go — and that’s something rarely discussed in Mother’s Day conversations. By addressing the "empty nest," our goal is to acknowledge a reality that is often unspoken, yet deeply present in relationships between mothers and children. Giving space to these small farewells — which are also filled with love, pride, and transformation — helps build a more genuine and meaningful connection with those who experience them, little by little, every day."

 

Beyond the film, the campaign unfolds through a 360° strategy designed to expand the conversation around farewells. O Boticário brings together voices from entertainment and digital influence to reflect on the different stages of motherhood through both online and offline initiatives.

The brand also takes the conversation to YouTube, inviting a group of film and series influencers to analyze the set design, soundtrack, and script of “Farewells” alongside mothers, fostering dialogue and shared perspectives across generations.