Why do bloggers start body splashing? Viih Tube reveals reasons for creating its own brand and announces new features

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A survey published this year by consultancy Circana found that Brazil is the Latin American country with the largest representation of the body spray market. According to Carla Ramalho, head of innovation at consultancy Notracorp, the country is the second largest consumer of perfumes in the world, behind the United States.

Recently, influencers such as Viih Tube (Spoiler), Virgínia Fonseca (WePink), Jade Picon (Aura), Yasmin Brunet (Yasmin Beauty) and Kéfera (Youly) have bet on the product as flagship products of their brands, with prices between R$31.90 (Obsessed, WePink) and R$110.43 (Mermaid Kiss, Yasmin Beauty).

Digital marketing experts point out that bloggers see body splashing as an opportunity to diversify their personal brand and monetize the loyal audience they’ve built on social media. Unlike complex products such as imported perfumes or high-investment cosmetics, body sprays have more accessible production, competitive prices and a strong appeal among young audiences, which facilitates their adoption into the brands’ portfolio.

— I always wanted to start a business and the body splash is an easy to consume product. You don’t want to spend on your most expensive perfume to go to the gym. The body splash gives you that freedom, says Viih Tube, founder of Spoiler.

Branding specialist Galileu Nogueira, creator of Galileo Branding, looks at this form of consumption and says that there are two essential aspects to the phenomenon of celebrity brands on the Internet: low-paying ads, which make it more profitable to create your own businesses, and products that require little investment and a lot of production to start this business.

— This advertising model can no longer be sustainable, with brands paying less and less for advertising. Content creators want to be entrepreneurs and start their own business. We have seen an evolution in recent years in the number of designer brands entering primarily the skincare and makeup market, he explains.

According to Galileu, this start requires investing in already validated products, with greater chances of return, because having your own brand in the beauty segment requires high production costs.

— Logistics, inventory and production are very expensive. And this is where products like lip gloss and body splash come in, because the consumer is calm about this user experience, so there is no error. Additionally, you can browse the marketplace popularized by WePink, for example with Virgínia, which got great coverage in this article for classes C and D.

These choices also reflect the public’s preference for products usually associated with feelings of well-being and self-esteem, themes widely explored by influencers in their content. By launching a perfume with her own identity, the designer, whether fashion, lifestyle or beauty, strengthens the emotional connection with her followers, who begin to associate the sensory experience of perfume with the personal world of the content creator.

In other words: by purchasing a product whose creation and development stages have passed through the hands of a favorite blogger, the public has the impression of having at home an item straight from their dressing table. This is exactly the feeling that Viih Tube managed to convey to its subscribers:

— Those who already know me expect me to do this type of launch — says the ex-BBB. — I was inspired by what I really love. I want them to be products that I really enjoy using every day.

The result of well-directed communication was commercial success. According to Spoiler, the sales target for the brand’s launch day, of US$10,000 (R$54,500), was reached in 10 minutes, and the first week recorded a turnover of R$1 million.

For Carla, the expansion of this market is based on a logic that is not new. According to her, perfumes inspired by international perfumes, called dupes, have always been part of consumption, but today they have become more visible thanks to access to information and social networks, which make it easier to identify when a product is a copy or a reinterpretation of an existing product.

— This culture of fooling has always been close to us. The difference is that 20 years ago there wasn’t the level of access and comparison that exists today, he says. As an example, she cites popular phenomena of the past, such as the accessories used by characters in television soap operas which quickly had inspired versions, sold at fairs and popular stores. For the executive, this logic helps explain why perfumes launched by influencers, even without author proposals, tend to continue to grow.

Attentive to consumer behavior, Viih Tube says it decided to invest in dupes after listening directly to the public, who were asking for affordable, high-performance perfumes. According to the influencer, the strategy now consists of expanding the portfolio with the launch of complementary products, such as moisturizers and exfoliants, in addition to expanding the range of body products, which will be enriched with four new fragrances. Perfume, according to her, will remain the main focus of investment, associated with skin care and prices designed for a wide audience.