Case Touti: The essence of success

Client: Touti
Brands: Barcelona, Manchester City & Paris Saint-Germain
Segment: Beauty / Cosmetics
Launch Year: 2024

The essence of success

How Touti teamed up with three European football giants to win over the male audience and create unique sensory experiences.

The global beauty market

The beauty market is among the most profitable segments worldwide.

The growth of emerging markets, the application of technology to products and manufacturing processes, the expansion of e-commerce across major retail chains and marketplaces, and strong adoption of modern communication channels such as social media and niche influencers all drive accelerated growth—reaching US$ 545 billion in 2023 and projected to grow 7.7% annually through 2030, according to Verified Market Reports.

Brazil on the global podium

According to a 2023 study conducted by Euromonitor International covering personal care, perfumery, and cosmetics, Brazil ranks third in consumption volume among the world’s top 10 markets, behind only the United States and China.

Combined with strong advertising investments and campaigns that reinforce brand identity, companies are increasingly betting on models capable of boosting sales and introducing their products to new audiences.

Brand licensing in the beauty market

Commercial brand collaborations (collabs) are a global trend. Rather than isolated branding campaigns, companies now join forces with powerhouse brands across different niches (such as entertainment, sports, and food) to reach passionate fan communities eager to consume products and experiences connected to their favorite clubs, series, or celebrities.

According to LIMA, the beauty licensing segment moved US$ 13 billion worldwide in 2023, fueling a wave of success stories across retail shelves and social networks.

Brazil follows this upward curve thanks to companies like Touti, which found in brand licensing a powerful ally for growth.

Touti: a new model for an ancient passion

Named after Dame Touti—an Egyptian woman who crafted her own cosmetics 3,000 years ago—and inspired by classic French perfumery, Touti was founded in Pernambuco, Brazil, in 2014.

Expanding through a micro-franchise model, the company now operates more than 800 points of sale nationwide, standing out through smart kiosks and successful collaborations. Building on that momentum, Touti partnered with Destra to connect with three of the world’s biggest football clubs and develop an exclusive line of fragrances.

Connection: Barcelona > Manchester > Paris

It is impossible to think of European football without Barcelona, PSG, and Manchester City. All three share a massive global fanbase that drives licensed merchandise sales far beyond their national borders.

Touti understood this potential and created an exclusive fragrance line tailored to the clubs’ large Brazilian fanbase. Featuring daytime (fresh, everyday) and nighttime (bold, special-occasion) editions, each formula, name, and visual identity was carefully crafted—such as Manchester City’s Cityzens and Blue Moon fragrances combining woody, fruity, and floral notes.

Tarso Evangelista — Director, Touti

“We saw a unique opportunity to combine these two worlds to create a product connected to our audience’s passions, since fragrance reflects personal style. Choosing a perfume you wear—just like a club jersey—symbolizes the identity and pride of fans who celebrate every victory. Our partnership with the clubs extends that vision: bringing consumers an experience that goes beyond the product, connecting them to their passion.”

Sales, social media, and press success

With brand licensing, project success is reflected not only in sales figures, but also in media coverage and organic social engagement, as seen with Touti’s launch across major outlets like Terra, Máquina do Esporte, and MKT Esportivo.

Touti’s success can be yours too

Destra is the best path for your company to reach brands capable of taking your business to the next level. Contact one of our experts to discuss your project.