FRANCE. L’OCCITANE Travel Retail has joined forces with Extime Duty Free Paris and Extime JCDecaux Airport to deliver an extensive summer omnichannel activation for Sol de Janeiro across Paris Charles de Gaulle and Paris Orly airports.
Running since 10 July and throughout August, the ‘Make Life Cheirosa’ campaign showcases one of Sol de Janeiro’s largest travel retail activations to date.
The initiative combines immersive experiences, digital engagement, travel-exclusive (TREX) offers and striking media placements to engage travellers throughout their journey.
Sol de Janeiro’s campaign leverages a 360° omnichannel strategy, spanning digital channels, airport retail and prominent Out of Home and Digital Out of Home media, ensuring a strong presence across Paris Charles de Gaulle and Paris Orly airports.
Ahead of their airport journey, travellers are already introduced to the campaign through dedicated placements on the Extime.com marketplace, Extime Rewards CRM communications and newsletter channels.
Social and digital media extend the reach of the activation, creating awareness around the ‘Make Life Cheirosa’ platform and highlighting Sol de Janeiro’s seasonal product offering.
The experience continues inside the terminals, where digital storytelling across Extime JCDecaux Airport screens is complemented by a dedicated cabana pop-up in Paris Orly Terminal 3. Combining branded music and sensory experiences, the activation immerses travellers in the brand’s signature Brazilian summer atmosphere.
Across Extime Duty Free Paris stores, Sol de Janeiro’s brand takeover combines immersive displays, FSUs, towers, floor stickers and signature product tables with sampling, gifting and personalised beauty consultations to enhance discovery and drive conversion.
Spanning retail spaces, digital platforms and media, the campaign highlights how travel retail supports connected brand experiences across multiple channels to engage consumers throughout the traveller journey, while reinforcing Paris Aéroport’s role as a destination for premium beauty experiences.
L’OCCITANE Travel Retail Senior Brand Manager, Sol de Janeiro Marion Amirouche said, “Travel retail offers an unrivalled opportunity to connect with travellers at moments of excitement and discovery.
“Together with Extime, we’re bringing our ‘Make Life Cheirosa’ philosophy to life through an immersive journey that blends joyful brand experiences, digital engagement and our latest product innovations. We want every traveller to leave Paris Aéroport feeling inspired, confident and ready to embrace the spirit of summer.”
Extime JCDecaux Airport Managing Director Isabelle Fourmentin added, “At Extime JCDecaux Airport, our ambition is to turn every passenger journey into a memorable experience.
“With Sol de Janeiro and Extime Duty Free Paris, we are offering travellers a unique opportunity to experience the essence of Brazilian summer in a Parisian, premium setting, thus demonstrating the full power of airport media to create emotion, drive discovery and conversion, and enhance the passenger experience.”
Extime Paris Chief Commercial & Merchandising Officer Severine Patureau commented, “Creating distinctive retail experiences is at the heart of Extime Paris’ ambition.
“Together with Sol de Janeiro, Extime Duty Free Paris & Extime JCDecaux Airport, we have developed an immersive journey that seamlessly connects digital engagement, media and retail to enhance every stage of the passenger experience.
“This collaboration reflects our commitment to offering innovative concepts that elevate Paris Aéroport as a leading destination for premium travel retail while delivering strong visibility and performance for our brand partners.” ✈
