Praia Norte was a São Paulo apothecary line with a real product story and a packaging system that did not translate to a U.S. price tier. We worked through three problems in sequence: a relocalized brand voice, a tighter packaging hierarchy, and a paid-media build that opened with bilingual creative and narrowed quickly.
The retail version of the line shipped to a small Wynwood concept store ten weeks after kickoff. Paid social moved the bulk of online demand. By the end of Q1, the launch had outpaced the plan by 38% on revenue and was holding a 2.4× blended ROAS at the Q1 spend ceiling.