BRAZIL. Sol de Janeiro, part of L’OCCITANE Groupe, is celebrating the spirit of Carnival (an annual festival/parade held to signal the beginning of Lent –Ed) with colourful activations in Rio de Janeiro and São Paolo airports.
Carnival festivities kick off at the beginning of February and Sol de Janeiro is joining the celebration with activations at both airports for the first time. Lively Samba music, DJ entertainment and colourful podiums all come together to bring the spirit of Carnival to the airports, while driving awareness for Sol de Janeiro and its body-positive ethos.
In addition to the two Brazilian pop-ups, Sol de Janeiro is continuing its roll-out in travel retail with activations across key Americas airports in Argentina, Chile, Colombia, Uruguay, Hawaii and New York. The brand has been bringing its Brazilian spirit and energy to an even wider audience in global travel retail throughout January and February.
Sol de Janeiro, which translates as ‘sun of January’, encapsulates the warmth, joy and radiance associated with the Brazilian sun. Paying homage to its roots, Sol de Janeiro aims to add ‘virtual sunshine’ to the travel retail channel with its latest Carnival-inspired campaign.
The brand made its global travel retail debut in the beginning of 2023. As reported, it has become one of L’OCCITANE Group’s top performers with sales up by +199.1% at constant rates in the first nine months of FY2024. This performance was boosted by what the company described as a record-breaking holiday season.
A Brazilian Wishing Wall is a central element of both pop-ups where travellers can make a wish and receive a complimentary recycled cotton braided bracelet. The bracelets are decorated with different positive affirmations and come in a variety of the brand’s signature colours.
Sol de Janeiro’s bestselling bodycare and fragrance ranges are showcased at both airports. These include the Guarana-infused Brazilian Bum Bum Cream, Cheirosa 62 Perfume Mist for body and hair, and the Beija and Bom Dia franchises.
L’OCCITANE Group Travel Retail EMEA & Americas General Manager Antoine Lafourcade commented: “We’re really excited to introduce the bestselling products of Sol de Janeiro to travellers across South America with these dynamic activations, infused with the spirit of the Carnival of Brazil.
“The Carnival celebrates the country’s cultural diversity and rich history with exotic parades, music and dancing. So, we want to bring that same infectious energy and joy to travellers, emphasising that Sol de Janeiro is more than just a bestselling skincare and body care brand: it’s a celebration of life. We want to spread that sense of celebration wherever our brand goes.” ✈
