EUROPE. L’OCCITANE Global Travel Retail has launched the second wave of Brazilian beauty brand Sol de Janeiro’s impactful OOH brand awareness campaign.
It follows the success of the brand’s summer OOH media campaign in global travel retail, which contributed to Sol de Janeiro’s stellar +189% growth in the first half of FY2024. Sol de Janeiro now contributes 25.2% of L’OCCITANE Group’s overall sales.
The follow-up December campaign is running across key international airports in EMEA travel retail including Paris Charles de Gaulle (CDG) and Orly in Paris, Copenhagen and Istanbul.
Sol de Janeiro has taken over the digital screens and light boxes of the participating airports. The OOH media campaign is supported by dynamic retailtainment elements and Brand Ambassadors who offer travellers free samples and drive traffic to Sol de Janeiro’s counters in the participating duty free stores.
In Copenhagen Airport, life-sized recreations of Sol de Janeiro’s products feature throughout key seating and waiting areas, while Sol de Janeiro Brand Ambassadors offer Brazilian Bum Bum Cream, Cheirosa 62 and Cheirosa 68 product testing on-the-go.
In Istanbul Airport, Sol de Janeiro has taken over 14 giant screens and two light boxes which are flanked by models of the Brazilian Bum Bum Cream. In addition, Sol de Janeiro Brand Ambassadors, dressed in vibrant yellow t-shirts and roller skates, interact with shoppers and invite them to try the brand’s best-selling lines.
A standalone Wishing Wall display invites customers to make a wish and receive a complimentary recycled cotton branded bracelet which is decorated with words of affirmation.
The brand has also taken over the digital screens of Paris CDG and two lightboxes in Paris Orly, driving traffic to the stores.
Sol de Janeiro Travel Retail Brand Manager Marion Amirouche commented: “We are excited to be rolling out our inspiring, upbeat and motivational OOH brand awareness campaign in time for the festive holiday season.
“Our aim is to imbue travellers with Sol de Janeiro’s sense of joy and introduce them to the brand’s life affirming philosophy that celebrates inclusivity, self-celebration and body positivity. Once customers sample the best-selling core product range, we feel sure that they’ll be back for more.”
Sol de Janeiro was born from a joyful Brazilian philosophy celebrating diversity, body joy and body inclusivity. Its motto ‘Love it. Flaunt it. You’ve got it.’ is reflected in its bright and colourful packaging, sustainable and nutrient-rich formulas and life-affirming promotional messages.
Its best-selling lines include the Guarana-infused Brazilian Bum Bum Cream and the Cheirosa 62 Perfume Mist for body and hair, which have proven popular with Millennial and Gen Z customers. ✈
