Have you ever wondered what happens behind the scenes of a digital launch that makes millions in just a few hours? It's not magic, but strategy. And, in the case of Boca Rosa Beauty, it was a combination of a strong brand, an engaged community, and the right technology infrastructure.
At the recent Space São Paulo event, we had a real masterclass with Felipe Bernardo, Head of E-commerce and Growth at Boca Rosa Company, who opened the black box of the launch that generated R$5 million in 4 hours.
More than numbers, he gave us the roadmap to understand how to build a successful DNVB (Digitally Native Vertical Brand).
Note: A Digitally Native Vertical Brand (DNVB), or "Digitally Native Vertical Brand", is a company that was born and grew in the online environment. In short, it controls the entire value chain: from the creation and production of the product to direct sales to the end consumer, without going through intermediaries such as retailers or distributors.
This allows the brand to:
-
Maintain direct communication and a direct relationship with the customer.
-
Control the complete brand experience, from marketing to after-sales.
-
Obtain valuable data about its consumers to optimize products and strategies.
The infrastructure that doesn't break
The first and biggest lesson is about the importance of preparation. In a high-scale launch, the biggest risk is not failing to sell, but selling and not being able to deliver. Boca Rosa was born big, and that required a solid foundation. Felipe explains:
"We were born big, with very high expectations... with a test on Boca Rosa, with her size, we can't go with something so raw. We have to go with a much better prepared structure."
The Check Commerce entered this scenario to ensure exactly that. Our solution was to integrate the infrastructure with Shopify, creating an environment prepared for live commerce.
This allowed the live sales event to run without interruptions, with a fluid and intuitive shopping experience for thousands of viewers, ensuring that the brand's sales potential was fully explored.
The experience that builds loyalty
A digital launch is not just about selling. It's about creating a memorable experience. Boca Rosa bet on a differentiator that was a real game-changer: The virtual try-on with augmented reality. This innovation solved the headache of buying makeup online, increasing customer confidence and conversion. And the infrastructure held up:
"Shopify didn't crash by chance, did it? We did the live stream that had over 1 million views and we didn't crash... it was 4 simultaneous hours of sales, entertainment, and everything."
The strategy that builds a legacy
Felipe Bernardo highlighted that growth is not measured only by revenue. The real engine of a DNVB is its community. That is why, even after an initial problem with the packaging, transparency and the promise to deliver something better turned the crisis into an opportunity to strengthen the brand even further.
The founder's stance was fundamental:
“Bianca went public... being vulnerable, courageous... and talking about the problem, what actually happened in a transparent way, in a true way.”
This attitude proved the importance of going beyond the sale, building a high-performance operation that turns challenges into competitive advantages.
The power of data and the strategic choice
After all, why did Boca Rosa choose Shopify, even with offers from free platforms? Felipe's answer was direct: risk management. The brand is already bold in products and campaigns, so it needed security at the foundation of everything.
"We already take risks in many things... In some part here of my structure, I need to be safe. I need to have confidence... If Rihanna, who is absurdly huge, uses Shopify, that is something very important to us."
To ensure this security, the team relies on data. Felipe shared the lesson that you need to know the operation thoroughly, not just superficially.
The story of Boca Rosa is a powerful reminder that a great digital launch is the sum of several factors: a brand with a voice, a loyal audience, and technology that serves as a solid foundation.
Want to dive even deeper into the lessons and success strategies of big brands? Check Commerce is an expert in Shopify and can help your brand prepare for the next big step.
To delve deeper into the strategies that led Boca Rosa to success, watch Felipe Bernardo's full presentation at Space São Paulo.
