O Boticário, a Brazilian fragrance brand, elevates the men’s fragrance category by announcing Kaká as the new global ambassador for Malbec. 

In a year of great importance for world football, when the sport dominates cultural conversations, this partnership represents a strategic move that reinforces the brand’s premium positioning and expands its international presence. 

By associating with Kaká—one of the greatest names in global sports—Malbec aligns itself with a trajectory of success that transcends the football pitch.

Carolina Carrasco, Branding and Communication Director at O Boticário, said, 

“Malbec is a legendary brand and the leading fragrance in Brazilian perfumery, with over 20 years of history built on the pillars of conquest, elegance, intensity, and legacy. For this new era of Malbec, we sought an ambassador who could perfectly represent this legacy of achievement within the football universe, connecting the brand to the cultural momentum of the sport.”

On the international stage, Malbec is currently marketed across four continents, including Portugal, Colombia, the United Arab Emirates, and the United States. In these markets, the brand enjoys a strong presence, much like the player himself, whose career has been consolidated and recognized worldwide.

The global announcement of Malbec with Kaká is part of a robust communication plan that will unfold throughout 2026, further strengthening the brand’s premium positioning. 

The partnership begins with an initial campaign featuring a major production, including a cinematic film, an event, and a strong presence on social media to launch the fragrance Malbec Black Legend.

The partnership reinforces the brand’s consistency as it moves closer to the sports universe and its consumer: a plural, contemporary man who is increasingly connected to personal care and inspired by real-life journeys of accomplishment and purpose.

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