O Boticário put Gabriel Medina in a freezing gym cube on Ipanema beach

Clash launched in 2025 to revive the fougère family in Brazilian men's perfumery; the Extreme follow-up needed a launch scene beyond surf sponsorship that could also reach gym communities.

An ice-cold cube on hot Ipanema beach where surf star Gabriel Medina does intense workouts — dramatizing the fragrance's cold, high-pressure extraction.

AlmapBBDO installed a refrigerated cube on Ipanema's seafront on 8 October 2026, where Medina completed a pre-planned high-intensity workout in the cold; fitness creators ran their own sessions through the day, a TikTok Shop livestream tied the challenge to purchase offers, and OOH placements in gyms and bus shelters extend it across Brazilian cities.

The activation launched the fragrance on 8 October 2026; no engagement numbers were published. It extends the Clash line's sport connection into gym culture via creators Murillo Henrique, Samuel Hohl, Ryan Cobra and Rafael da Cunha, with a film planned alongside the group Aqueles Caras.

On 8 October 2026, O Boticário installed a cube on Rio's Ipanema seafront and put three-time world surfing champion Gabriel Medina inside it for a high-intensity workout — in refrigerated conditions, on one of Rio's most famous beaches. The stunt, created with AlmapBBDO, launches Clash Extreme, a masculine fragrance whose aromatic blend is extracted at low temperature and high pressure.

The cube translated that process into an experience: a chilled environment, a training routine planned with Medina's professional team, and fitness creators — Murillo Henrique, Samuel Hohl, Ryan Cobra and Rafael da Cunha — running their own sessions through the day. A TikTok Shop livestream tied the challenge to purchase offers, and gym and bus-shelter placements extend the campaign beyond the beach.

Clash launched in 2025 to work the fougère olfactory family traditional in Brazilian men's perfumery, with Medina as its sport connection; brand director Carolina Carrasco said the insight was to turn a product characteristic into an unexpected scene that generates spontaneous conversation, and the Extreme chapter deliberately opens a dialogue with communities for whom training is a lifestyle.

Perfume extraction happens where no customer can watch; the cube turned an invisible production fact into a physical sensation.

Heat is the punchline: a freezing box on a hot beach creates the contrast that makes people stop and ask why.

Medina leaving his natural habitat for a gym routine stretched the campaign beyond surf fans into fitness culture.

The TikTok Shop livestream connected the stunt directly to purchase, closing the gap between spectacle and sales.

Turn a hidden manufacturing fact into a scene people can feel: if the perfume is born in cold and pressure, launch it inside cold and pressure.

The cube opened on 8 October 2026 with Medina's session and creator workouts through the day; the campaign continues with gym and shelter OOH and a planned film with Aqueles Caras. No engagement figures have been published.