AUSTRALIA. L’OCCITANE Group has partnered with Lotte Duty Free for a sunny Sol de Janeiro activation at Melbourne Airport.
The Terminal 2 Departures pop-up invites travellers on an innovative retailtainment journey inspired by the brand’s Brazilian spirit and body-positive ethos.
The animation was launched to drive Sol de Janeiro’s brand awareness in Asia Pacific during Australia’s summer travel season.
The pop-up combines a dynamic colour palette with interactive digital elements to attract a younger consumer demographic.
The brand’s hero Cheirosa 62 fragrance greets travellers as they step into the space, which is centrally located in the Lotte Duty Free store. Life-sized replicas of the brand’s hero body creams are stacked on top of each other, while a giant bottle of the Cheirosa 62 Perfume Mist is positioned in front to welcome travellers.
A circular pillar shelf, showcasing the brand’s key lines, the Brazilian Bum Bum Cream, Beija Flor Elasti-Cream, Bom Dia Bright Body Cream and the Bum Bum Summer Jet Set, sits at the heart of the activation.
The Bum Bum Summer Jet Set features travel-friendly versions of Sol de Janeiro’s best-sellers infused with salted caramel and pistachio fragrances. The set was crafted with Gen Z audiences in mind, with whom the brand has particular resonance.
A Wishing Wall is a standout element. Here, visitors are invited to make a wish to 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. Customers are then invited to take a selfie at a photo booth area, complete with frames and props. They can also receive wishing bracelets and samples as free gifts for sharing their Sol de Janeiro photos on social media.
Travellers can enjoy a variety of gifts with purchase at the pop-up. These include a Sol de Janeiro waterproof bag as well as samples of the Brazilian Bum Bum Cream and Cheirosa 62 Mist.
In addition, L’OCCITANE Group launched an OOH media takeover at the airport with large Sol de Janeiro banners and panels featuring next to the immigration counters and on the top wall leading to the departure gates. Digital Sol de Janeiro banners also feature throughout the Lotte Duty Free store.
Lotte Duty Free Oceania CEO Steve Timms commented: “We are excited to bring Sol de Janeiro to Melbourne Airport this summer in partnership with L’OCCITANE Group. This exclusive collaboration allows us to provide travellers with memorable retail experiences, celebrating beauty, confidence, and the joy of being authentic while basking in the radiant allure of Sol de Janeiro. Embracing Sol de Janeiro’s uplifting brand narrative, we hope that shoppers can also join us in being a part of the brand’s campaign.”
Sol de Janeiro, which translates as ‘Sun of January’ expresses the warmth, joy and radiance associated with the Brazilian sun. The brand’s motto – ‘Love it. Flaunt it. You’ve got it.’ – is a celebration of diversity, body joy and inclusivity. The portfolio includes body care, haircare, and fragrances inspired by the sun-kissed beaches of Rio de Janeiro.
As reported, Sol de Janeiro is one of L’OCCITANE Group’s top-performing brands with sales up by +199.1% at constant rates in the first nine months of FY2024, boosted by what the company described as a record-breaking holiday season.
Sol de Janeiro’s best-selling Brazilian Bum Bum Cream (pronounced ‘boom-boom’ in Portuguese) is a moisturising body cream that quickly absorbs in the skin to create a visibly tighter appearance. It has been infused with caffeine-rich Guaraná extract and a blend of Cupuaçu butter, Açaí oil and Coconut oil. The cream’s fragrance is made up of pistachio, salted caramel and vanilla notes.
The Brazilian Crush Cheirosa 62 Perfume Mist is a hair and body perfume spray that draws inspiration from the year 1962 when the song ‘Girl from Ipanema’ was released. Sol de Janeiro’s Cheirosa 62 fragrance is a warm scent, characterised by notes of pistachio, salted caramel and vanilla. ✈
