Boticário promotes olfactory experience at João Rock

Ribeirão Preto is preparing to welcome more than 65 thousand people to the 2026 edition of João Rock, with tickets already sold out. Consolidating its long-term relationship with the public in the interior of São Paulo, O Boticário, the most loved and preferred beauty brand by São Paulo residents*, takes on the role of official sponsor of João Rock for the third consecutive year, reinforcing its connection with the public in the interior of São Paulo and with experiences that combine beauty, style and entertainment. The event takes place on August 1st, at the Permanent Exhibition Park, in Ribeirão Preto (SP). The brand will take the public on a true olfactory journey dedicated to Malbec and Floratta, two classic lines in the portfolio, with fragrances that are highly recognized among consumers. The proposal is to show that high-end national perfumery has the sophistication and fixation necessary to transform the atmosphere of the festival and follow the rhythm and attitude of the public from start to finish. During the event, visitors will be able to explore the olfactory families and high fixation of the different variations of Malbec, one of the greatest classics of national men's perfumery, which has just gained new Eau de Parfum, Gold and Black versions. The space will also highlight Floratta Red, a feminine fragrance that combines floral delicacy with an intense and enveloping touch, in addition to offering the Red Passion and Rosa Sucrée Eau de Parfum variations for experimentation. The day will also feature interactive games and the delivery of utilitarian gifts for the festival, such as sunglasses, fans, scarves and bucket hats. Participation in João Rock is part of Boticário's strategy of consolidating its presence in major regional events, generating genuine connections with the local public in moments of celebration and expression. "Being present for the third consecutive year at João Rock, one of the biggest music festivals in the country, proves that our connection with the public in the interior of São Paulo is solid and long-term and reinforces our commitment to taking beauty beyond products, connecting the brand to the music, style and attitude of the public. In recent editions, we have attracted thousands of people to our space and, this year, we want to make this presence even more expressive and memorable. As the only beauty brand at the festival, our goal is to provide an unforgettable immersion, showing that Only our perfumery pulses with the same intensity, energy and attitude that the João Rock public demands”, says Roberta Pepe, Regional Marketing Manager at Grupo Boticário. The 2026 edition of João Rock is sold out and is expected to bring together more than 65 thousand people in Ribeirão Preto. In total, the festival will feature more than 27 attractions spread across five stages, bringing together big names in Brazilian music, new generation artists, special projects and musical gatherings. In this scenario, O Boticário reinforces its presence in one of the main events on the cultural calendar in the interior of São Paulo. Service: O Boticário at João Rock 2026 Date: August 1, 2026 Location: Permanent Exhibition Park – Ribeirão Preto (SP) *Source: Worldpanel by Numerator PanelVoice, field held during the month of December 2025. Total State of SP, 2,182 homes. Beauty Brands are products such as perfumery, skin care and makeup. Website: http://www.oboticario.com.br/ Instagram: https://www.instagram.com/oboticario/