Among the reality show’s launches are deodorants, with four flavors in 250ml and 150ml versions. The women’s line will be presented throughout 2026
THE Globe decided to rethink the “BB 26” and the change is hitting the personal care segment hard. The traditional partnership with Rexone and enter Cimewhich now occupies a strategic space in reality with the launch of its new personal care brand, Super.
This decision marks a new milestone for the pharmaceutical company, currently the third in the country in terms of sales volume. After a year of accelerated expansion, the company is expanding its operations beyond the pharmaceutical market and moving into categories present in virtually every Brazilian home. The internal expectation is ambitious: the new brand should help Cimed reach 1 billion reais in turnover in the coming years.
With Super, the company once and for all enters the beauty and personal care markets, sectors that together generate around 200 billion reais in Brazil. At launch, the brand will compete for space in categories such as deodorants and oral care, segments that total about 19 billion reais, according to data from consultancies Close Up and Euromonitor.
The debut on “BBB 26” will be the main driver of visibility for the new brand and also Cimed’s first major activation within the reality show. During the four months of the program, Super will benefit from continuous exposure in what is called “the most watched house in Brazil”, reinforcing the pharmaceutical company’s strategy to get closer to the public’s daily life.
The presence of Cimed in Globo’s programming is nothing new. The company already appears frequently on “Domingão com H…
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