To launch its new fragrance, Pétala Beauty is betting on special lighting of the Roda Rico and strategic actions

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In addition to the activation at one of São Paulo’s most iconic landmarks, the brand founded by Pétala and Yanka Barreiros is preparing a promotional agenda that includes a trip with influencers.

Pétala Beauty, the beauty brand created by sisters Pétala and Yanka Barreiros, chose Roda Rico — the largest Ferris wheel in Latin America and São Paulo’s newest postcard-worthy attraction — as the stage for the launch of its latest fragrance. The activation, highlighted by the special lighting of the structure, aims to combine visual impact, sensory experience, and cultural connection.

According to the brand, the choice of Roda Rico was strategic. “It reflects the grandeur, modernity, and cultural connection that Pétala Beauty seeks in its activations. It’s a setting that combines visual impact with accessibility to the public, making it the ideal place to unveil the name of our new fragrance in an unforgettable moment,” say the founders.

The lighting was designed to reflect the fragrance’s identity, with colors and movements that evoke the sophistication and boldness of the product. More than just a promotional action, the proposal is to create an immersive experience. “We want to spark emotion, curiosity, and enchantment. Just like OUTSIDE 28, this activation was developed to be striking and memorable,” the founders highlight.

In addition to the Ferris wheel activation, Pétala Beauty also has a promotional agenda planned for the new fragrance. Among the initiatives is a trip with influencers, reinforcing the brand’s strategy of connecting with different audiences through exclusive experiences.

With its investment in large-scale actions, Pétala Beauty reinforces its branding strategy. The goal is to establish the brand as innovative and culturally connected. “Our aim is to generate recall, create an atmosphere of desire, and show that perfumery can also take over major urban spaces,” say the Barreiros sisters.

According to the company, aligning with urban icons strengthens its vision that beauty goes beyond products. “Beauty is a form of expression and is present in every sphere of life. By joining forces with symbols like Roda Rico, we show that perfumery is also culture, movement, and collective identity.”

With bold, high-visibility actions, Pétala Beauty is betting on experiences to position itself as a brand that translates emotions into real-life moments, both inside and beyond the bottle.