INTERNATIONAL. L’OCCITANE Travel Retail has rolled out its most extensive global summer travel retail campaign yet, spotlighting Sol de Janeiro’s latest bodycare and fragrance innovations through immersive omnichannel activations spanning over 50 international airports.
Running throughout the peak travel season, the campaign embraces the brand’s Make Life Cheirosa philosophy through immersive retail experiences, pop-ups, digital engagement, paid media and exclusive gifting, designed to drive discovery and engagement.
The global roll-out includes flagship installations at Palma de Mallorca Airport and activations at Paris Charles de Gaulle, Paris Orly, Barcelona, Istanbul, Heathrow, Toronto and Melbourne, among other airports.
It covers more than 600 travel retail touchpoints and over 50 airport activations, supported by a fully integrated 360° marketing programme throughout the passenger journey.
To maximise visibility, the campaign is supported by an extensive Out of Home programme, including towering two-metre Body Badalada installations at Palma de Mallorca Airport and trolley cabanas at Paris Orly and Barcelona airports.
Additional elements include branded floor and staircase graphics, pillar and column wraps, digital screen takeovers and paid Digital Out of Home advertising across key global airports.
The campaign also extends beyond airport retail through dedicated podiums, geo-targeted campaigns across Meta, TikTok, Spotify and Deezer, and ecommerce and CRM communications, providing multiple opportunities for brand engagement before departure.
Brazilian-inspired summer activation
The Make Life Cheirosa campaign brings Sol de Janeiro’s Brazilian-inspired aesthetic to airport environments through immersive retail experiences, product discovery and interactive consumer engagement.
The activation features Brazilian-inspired music alongside Brand Ambassadors in Make Life Cheirosa pink T-shirts and caps, inviting travellers to experience the fragrance collection.
The campaign also includes high-profile pop-ups, summer-themed booths and photo opportunities, complemented by interactive Cheirosa sunglasses that reveal hidden holiday messages.
Exclusive travel retail gifts further enhance the activation. Complimentary scented bracelets and stickers are available for travellers, while The Hottest Thing key rings in three colourways highlight the four Body Badalada variants: Cheirosa 62, Cheirosa 62 Shimmering Limited Edition, Cheirosa 48 and Cheirosa 39.
The gifts are available with purchases over €60, with colourful luggage tags added for purchases over €80.
The product assortment combines Sol de Janeiro’s latest product innovations with its signature body creams and fragrance mists.
Dedicated Badalada Towers, impulse podiums, cash desk displays and prominent retail installations further enhance visibility, showcasing Sol de Janeiro’s full product range, including fragrance mists, Jelly Perfume Balms, Body Badalada lotions and best-selling travel sets.
Spotlighting Sol de Janeiro’s latest innovation
The campaign places Sol de Janeiro’s latest bodycare and fragrance innovations in the spotlight, encouraging travellers to experience new textures, Cheirosa scents and products tailored to on-the-go lifestyles.
The product line-up is led by Jelly Perfume Balm, the brand’s first solid fragrance format, alongside its established Cheirosa collection.
Formulated with premium fragrance oils, the alcohol-free Jelly Perfume Balm offers up to ten hours of fragrance (based on a blind sensory study) and up to 1,000 swipes (based on estimated product usage) in a twist-up stick.
It is available in the best-selling Cheirosa 62, Cheirosa 68 and Cheirosa 40 scents.
Also launching is the Hydrating Jet Set, featuring three travel-ready products: Cheirosa 62 Perfume Mist, Brazilian Kiss Cupuaçu Lip Butter and Body Badalada Vitamin-Infused Lotion. The set brings together key products from Sol de Janeiro’s fragrance and bodycare portfolio in a travel-friendly format.
Rounding out the summer assortment is the expanded Body Badalada collection, which introduces new textures, formats and Cheirosa fragrance variants.
The range includes Skin Refresh Water Lotion in Cheirosa 48, Moisture Melting Lotion in Cheirosa 39 and the limited-edition Daily Glow Lotion in Cheirosa 62.
L’OCCITANE Travel Retail Senior Brand Manager, Sol de Janeiro Marion Amirouche said, “Summer travel is all about anticipation, discovery and creating memories, making it the perfect moment to bring our Make Life Cheirosa philosophy to life.
“This is our most ambitious global travel retail campaign to date, combining immersive experiences, vibrant storytelling and our latest product innovations to surprise and delight travellers at every stage of their journey.
“From playful gifting to joyful beauty rituals inspired by Brazil, we’re inviting travellers everywhere to experience the confidence, connection and irresistible energy that define Sol de Janeiro.” ✈
