Badalada It is a word that you have been able to see in the mouth of young creators of content on social networks or, even, in some articles that have tried to explain what it refers to and what it means for the new generations. However, the key to understanding its meaning is the American cosmetic brand Janeiro sunand this is because it has been the company itself that has defined the concept.
While the term comes from the Portuguese and literally means “bell”, “repique” or “blow”, the brand has resignified to promote your new productthe Badalada Body Body Lotion. As described by Sol de Janeiro, it is a cream enriched with vitamins and hyaluronic acid and with salty candy and vanilla fragrance. An such essential product in skin care routines that, in the opinion of the brand, has required its own concept.
In this sense, the firm’s strategy has been make it the word of fashion on the Internet and especially among young consumers. He has associated it with a vital attitude and an energy related to the sensations and emotions of summer, enjoyment, and the expression of creativity, authenticity and self -expression.
The brand itself has integrated the term in its Content strategy, and adapting it to the communicative codes of the digital ecosystem. For example, he has done a test to the attendees of an event requesting them to qualify different issues such as “Badalada” or “Badanada”.
To popularize the expression has deployed a social media strategy based on the collaboration with content creators Related from various markets and specialized the category beauty, fashion or lifestyle. These have created pieces by moving what “Badalada” means and, in addition, pointing out that it is the fashion term for this season. “The baded attitude is to be Main Character”, Says this creator.
“My grandmother’s badge bags,” is titled the video of this other creator. In it you throw messages like “Imagine being so many years old and continuing to look like a badge” either “The most blasting of this bag is that everything fits”
Beyond social networks, Sol de Janeiro has also opted for Branded Content in specialized media. Thus, the editorial piece “’Badalada’ has created the new word that uses the gene z (and that you did not know that it defines you)” next to the magazine Glamor. It points “To say that Badalada is a trend would be a euphemism. It is a manifesto. A full -fledged statement of intentions. A movement. A way of living. ‘I am the main actress of my own story and I do not need your validation to shine‘”
All this has served to generate expectation and conversation around the product’s own naming. with the intention that your name already part of consumers’ imaginary Facing its official arrival to the market, available in the United States and Canada since May 17 through the Janeiro Sol website and in Sephora and Kohls establishments. The product will be launched in other markets over the coming months.
After several days of activation, the brand has claimed the term in a campaign starring the Brazilian model Juliana Nalú and which includes the “Badalada anthem”, created by the producer and DJ Honey Dijon.
In an additional piece it explains that it was inspired by the concepts of “vibration”, “energy”, “fun” or “toys” to reflect community, inclusion, liberation and celebration. He has also sought to convey the Brazilian culture that articulates the brand.
The strategy followed by Sol de Janeiro has revealed, once again, the capacity of social networks to generate conversation and the influence of content creators. It has also demonstrated the importance of working the Go-To-Market plan and prepare the consumer for the arrival of a new product to promote the predisposition and the intention of purchase.
