Quem Disse, Berenice? is Gen-Z Brazilian makeup with an attitude — playful product names, affordable lip and eye color, and social-commerce-native advertising.
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See all ads on AdLibrary →Quem Disse, Berenice? ('Who said, Berenice?') is Grupo Boticário's Gen-Z-targeting color cosmetics brand, launched in 2012. Known for irreverently named products, affordable pricing, and vibrant social media presence, the brand targets Brazilian Gen-Z women through franchise stores, DTC e-commerce, and aggressive social commerce campaigns. Also searched as Quem.
QDB's advertising is loud, playful, and social-native — the brand's irreverent product naming (lip shades named after Brazilian slang and cultural references) creates inherently shareable content. Campaigns lean into Gen-Z humor and self-expression values rather than traditional beauty aspirationalism. Browse QDB ads on AdLibrary to see how Gen-Z-targeted Brazilian beauty brands structure social-first creative.
Instagram and TikTok are QDB's primary channels — short-form video tutorials, product unboxings, and trend-reactive content drive Gen-Z engagement. Facebook supports older demographic acquisition and franchise store traffic. The brand's social commerce integration allows in-app purchase from Instagram posts.
Core themes: self-expression, 'quem disse que não pode?' (who said you can't?), bold lip and eye color advocacy, Brazilian femininity on its own terms, and inclusive beauty messaging. Product names themselves are marketing — names like 'chora que passa' (cry it out) embed humor into the product.
QDB proves that product naming is advertising. When every shade name is a cultural reference, a piece of slang, or a mini-joke, the product catalog becomes shareable content. For color cosmetics brands targeting Gen-Z: invest in naming conventions, not just packaging — language creates community more efficiently than most paid creative.
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