O Boticário Holiday Pitch Reverses Caregiving Roles

'The Glass House' has cracks, but love grows stronger

Brazilian cosmetics company O Boticário launched a holiday campaign that’s sure to hit anyone with aging parents in the feels. When the roles of caregiving are reversed, it’s overwhelming, to say the least.

If you have siblings, there will be one who takes on more responsibility. And if you’re an only child, it all falls on you. A nearly 5-minute video from AlmapBBDO and MyMama Entertainment delves into such family dynamics during the holidays.

The older sister moved in with mom as caregiver while the other, with a family of her own, helps when she can.

The breaking point for these siblings comes during a meal. “The Glass House” starts to crack and grievances fly in shards.

“This year, we identified the pressure and challenges when children become caregivers for their parents, and we saw an opportunity to depict this reality through our lens of love,” said Marcela de Masi, executive director of branding and communication at Grupo Boticário. “Our goal is to encourage family members to view this moment as an opportunity to redefine care as a natural part of life’s journey—a chance to practice the love we’ve received throughout our lives.”

The use of Alanis Morissette’s “You Learn” was an intentional move to target millennials, many of whom are likely are facing these challenges.