UK. L’OCCITANE Group, Avolta, Heathrow Airport and JCDecaux celebrated their Quaternity partnership at the Sol de Janeiro Sol-cial Club pop-up in Heathrow Airport Terminal 2.
The Moodie Davitt Report Brands Director Hannah Tan was on location for the official ribbon-cutting ceremony yesterday (11 September), which was attended by executives from all four partners.
On the guest list were Heathrow Airport Senior Account Manager Advertising and Media Rory Ford; Avolta Head of Beauty UK Delphine Poultney and Senior Contentainment Manager Holly Fleet; Caroline South Associates Founder Caroline South; and JCDecaux Commercial and Partnerships Director Richard Simkins, among others.
Representatives from L’OCCITANE included Group Managing Director Global Travel Retail Evelyne Ly-Wainer, Head of Global Travel Retail Mona L’Hostis and Global Travel Retail Group Sol de Janeiro Brand Manager Marion Amirouche.
Also in attendance were L’OCCITANE Group’s agency partners Moonrise, Caroline South Associates, Edge and The Calling.
As reported, the vibrant 360-degree activation runs until the end of September, celebrating the summer season with a sunshine-themed colour palette and tropical elements.
Visitors to the Sol de Janeiro pop-up are welcomed by Brand Ambassadors wearing bright-yellow T-shirts.
Travellers can discover Sol de Janeiro’s hero Bum Bum Creams and Fragrance Mists via a series of interactive zones which include a digital samba dance game and a Fragrance Mist wall at a relaxing product discovery zone, where they can enjoy complimentary hand and arm massages.
During the event, the partners welcomed live Carnival performers, bringing the brand’s joyful Brazilian spirit to life at the airport.
Welcoming guests, Ly-Wainer said: “At L’OCCITANE Travel Retail, we don’t do things in halves. This is what happens when you combine the Brazilian touch with our bold ambition to push the boundaries of what is possible in our channel.
“This is more than just an eye-catching activation, but rather a part of a very impactful 360-degree global airport campaign that is lighting up 105 airports around the world. We also have taken the same Unleash Your Summer Self concept to the rest of the world, spreading the sun-kissed Brazilian spirit wherever travellers go.”
The Unleash Your Summer Self campaign extends beyond London, with activations at 105 airports across the globe, including major hubs in Spain, France, Italy, Greece, Germany, USA, Canada, UAE, Australia and New Zealand. Eighteen activations are hosted in the UK, 49 in Europe, 19 in Latin America, 14 in North America, four in Asia Pacific and four in the Middle East.
Ly-Wainer continued: “This extensive global campaign is part of an exciting journey that we embarked on a bit over a year ago, when we first launched Sol de Janeiro in global travel retail with Avolta.
“What was our goal? To shake up the travel retail industry and bring a burst of colour, fun and inclusivity into the airport environment.
“In promoting our brand’s best selling products, we wanted to create a new and immersive kind of experience for the travellers.”
“A joyful celebration of body confidence, summer and the irresistible Brazilian way of life. Today we’ve turned the Unleash Your Summer cell campaign from a single logo to a global concept, a movement resonating with travellers of all ages.
“Since launching Sol de Janeiro in global travel retail just a year ago, we have managed this breathtaking journey together reaching multigenerational consumers, in particular Millennial and Gen Z shoppers, who have become devoted fans of our products. They simply cannot get enough of it. So much so that Sol de Janeiro has now become one of L’OCCITANE Group’s fastest-growing brands. Today, it is our second-largest brand in travel retail and in the group.
“This is only the tip of the iceberg,” she added. “We are only scratching the surface because if you think that this London Heathrow Sol-cial Club mega pop-up has broken boundaries, it is only the beginning. ✈
