On International Women's Day, March 8, Grupo Boticário promoted the largest brand movement in its history to launch the Women's Research Center – an innovative hub dedicated to financing and encouraging scientific research on women's well-being and care at all stages of life.

Entitled #PesquiseMeuCorpo”, the movement, with a concept and film created by Agência GUT, has as its starting point the paradox: at the same time that the female body is the target of intense monitoring, judgments and imposition of standards, it is also little researched and studied scientifically.

For many decades, science has prioritized the male body as the standard in terms of investigation and research, leaving aside essential factors for women's well-being and care. This is evidenced by studies such as the one conducted by McKinsey (Closing the Women's Health Gap) in 2024.

The unprecedented move by Grupo Boticário and the launch of the Women's Research Center aim to contribute to changing this scenario and to be a global reference in knowledge about women, promoting well-being and care through cutting-edge scientific research, development of innovative products and solutions, in addition to promoting education and empowerment. To this end, the Center will count on national and international partners to conduct studies, the first of which will be Hospital Israelita Albert Einstein, recognized for its excellence in health and research.

To encourage reflection on the importance of studying women at all stages of life and to deliver beauty in each of them, the movement has a hero film that brings the tension already in its name: “The most sought-after body is the least researched”. Starring Deborah Secco, Isabelle Drummond and Zezé Motta, the film presents these iconic women in a way never seen before, through imaging exams – illustrations that stimulate debate on the importance of researching the female body beyond aesthetics, valuing the science that studies care and well-being, and includes women.

The trio, with different profiles and age groups, symbolize the different stages of women, as well as diversity, resilience and female protagonism throughout life. Isabelle represents youth and the search for personal growth, inspiring women who are building their paths. Deborah, with her versatility and authenticity, reflects the adult woman, who balances multiple roles and constantly reinvents herself. Zezé, with his iconic trajectory, inspires generations to fight for recognition and equality.

“We want to encourage the appreciation of women’s essence and individuality, respecting their cycles and phases. Why monitor and judge when we can understand and care? Equity is not just about ensuring equal opportunities, but also recognizing and meeting women’s real needs, which are often ignored. We want women to be the protagonists of their own stories and have access to knowledge about their bodies.” Renata Gomide, CMO of Grupo Boticário

“It is very clear how women suffer from the objectification of their bodies and at the same time it is a reality that is little explored as an object of scientific study. The lack of studies and research has a huge impact on our lives and it is very important to create a space to talk about it. More than just a Women’s Day action, we want to draw attention to this call: research my body.” Sofia Calvit and Mellina Fontoura, Creative Directors of GUT.

“For GUT, being part of a project like this is confirmation that we are on the right track. We are a predominantly female agency, with strong leadership and committed to fighting for the rights of women’s bodies. When we received the briefing, we embraced the challenge of showing the importance of knowing and studying our bodies in the right way. We transformed a powerful initiative of the Group into a creative idea capable of generating impact and amplifying this essential message. We are very proud of the result!” Alessandra Visintainer, Managing Director of GUT

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