L’Occitane Travel Retail has launched an Intense Perfume Mist collection for Sol de Janeiro.
The new format, which offers up to ten hours of scent, will roll out across European, Americas and Middle East travel retail, supported by a wide-ranging programme of airport activations.
Cheirosa 62 Intense, Cheirosa 59 Intense and Cheirosa 74 Intense are launching on 1 October in European travel retail; Cheirosa 91 Intense will follow on 15 December. The full range will be introduced to Middle East travel retail in December.
The Cheirosa 62, 59 and 74 Intense Perfume Mists will roll out in North America travel retail from late September, followed by Latin America in October. Cheirosa 91 Intense will follow in November across North America and from mid-December in Latin America.
In Europe, the Gebr. Heinemann-led Unifree Duty Free joint venture will host a pop-up at Istanbul Airport. This will run alongside additional activations in Ankara, Bodrum, Izmir, Riga and Dalaman.
Avolta will run Beauty Station activations at major UK airports, including London Heathrow, London Gatwick, London Stansted and Manchester. On-counter animations are also planned across key travel retail doors in Spain, Türkiye, the UK, Italy, France and Norway.
Sol de Janeiro will introduce a series of holiday activations across nine travel retail doors during November and December to build momentum for the launch. These include airports in Miami, Washington DC, Atlanta, Texas, Panama, Punta Cana and Colombia.
A new fragrance format
Sol de Janeiro said the new Intense Perfume Mist format was developed to address demand for deeper, longer-lasting fragrances.
Featuring a a higher fragrance concentration than the brand’s core mists, the line comprises four scents. Cheirosa 62 Intense Perfume Mist is described as a sun-drenched gourmand fragrance. It combines roasted pistachio, vanilla absolute and the solar ambery accord.
Cheirosa 59 Intense Perfume Mist, noted as a ‘euphoric gourmand’, blends white orchid and creamy sandalwood with the same signature accord.
Cheirosa 91 Intense Perfume Mist is described as a ‘captivating floral’ scent and features Rio Pink Rose, lychee and the solar ambery accord.
Completing the line-up is the new Cheirosa 74 Intense Perfume Mist, a golden gourmand fragrance combining ripe pineapple and orange flower with the solar ambery accord. Cheirosa 74 is the collection’s key launch and takes inspiration from Arpoador Beach in Rio de Janeiro, where crowds traditionally gather to applaud the sunset.
The Intense line was designed to complement to Sol de Janeiro’s existing Cheirosa Perfume Mists range. The expansion gives consumers the opportunity to switch between lighter daytime scents and richer fragrance profiles or layer the two formats.
An Endless Summer
The launch is supported by Sol de Janeiro’s global 360-degree Your Endless Summer campaign, fronted by Brazilian singer and songwriter IZA.
The campaign was shot on Ipanema Beach in Rio de Janeiro. It draws on the warmth and energy of the city’s ‘golden hour’ and will span earned, owned and paid media, creator partnerships, retail experiences and cultural initiatives.
L’OCCITANE Group Sol de Janeiro Global Travel Retail Senior Brand Manager Marion Amirouche said, “We are delighted to bring Sol de Janeiro’s new Intense Perfume Mist collection to travellers and to build on the incredible momentum of the Cheirosa fragrance franchise in travel retail.
“We are excited to support the collection with an extensive programme of activations across key travel retail markets.”
“Our community has always shaped what comes next for Sol de Janeiro, and their number one request was clear: they wanted the fragrances they love to last longer,” said Sol de Janeiro Chief Executive Jordan Saxemard.
“With Intense Perfume Mist, we are delivering up to ten hours of scent while preserving the joy, ease and unmistakable spirit that made our Cheirosa Perfume Mists iconic.”
Saxemard added: “This is more than an extension of an existing collection. It is our answer to how a new generation wants to experience fragrance: expressive, sensorial and able to keep up with every part of their day. Intense Perfume Mist represents the next chapter of prestige body fragrance and the next chapter of our relationship with our community.” ✈
