Sol de Janeiro, owned by L’OCCITANE Group, has kicked off its dynamic summer campaign in Europe and Americas travel retail.
The Brazilian-inspired premium beauty brand is currently being showcased with vibrant airport pop-ups in Copenhagen, Barcelona, São Paulo, Geneva and Paris Orly.
The campaign will continue throughout the summer at other key airports including Frankfurt, Gatwick, Heathrow, New York John F. Kennedy International and Paris Charles De Gaulle.
The campaign highlights Sol de Janeiro’s ‘Love it. Flaunt it. You’ve got it’ body-positivity ethos via 360° airport activations filled with empowering messaging, colourful visuals and interactive elements that showcase the brand’s hero products.
The pop-ups feature a sunny orange, yellow and turquoise colour palette which takes inspiration from the colours of the sun, sea and sky in Rio de Janeiro. There are designed to target Millennial and Gen-Z travellers, with whom the brand is particularly popular.
The activations highlight the brand’s core products including the Brazilian Bum Bum Cream, Bom Dia Bright Cream and Brazilian Crush Cheirosa 62 Hair and Body Mist. A joyful music playlist, colourful photo booths, and giant bottles of the brand’s best-sellers add retailtainment appeal.
Travellers are encouraged to take selfies, enjoy free samples, complimentary body positivity postcards and have polaroids taken at the pop-ups.
Sol de Janeiro made its travel retail debut earlier in the year with an exclusive two-month pre-launch with Dufry. It is currently working with several travel retailers including DFS Group, Gebr. Heinemann and Lagardère Travel Retail.
Dufry Americas Head of Beauty Beatriz Macedo commented: “The launch of Sol de Janeiro reinforces our solid partnership with L’OCCITANE. It is indeed a new and vibrant moment, and we celebrate great teamwork with the success of the high-visibility 360° campaign. We are very excited with the results and for what is yet to come.”
L’OCCITANE Group General Manager, Travel Retail EMEA & Americas Antoine Lafourcade said: “The travel retail roll-out of Sol de Janeiro is enjoying unprecedented success and so I’d like to thank both our partners and in-house teams for making this happen so quickly and smoothly.
“The brand is proving a game changer at airports as young obsessive Millennials and Gen Z fans flock to buy products. We’re expecting even greater results as these younger buyers continue their love affair with Sol de Janeiro at airports worldwide this summer.”
The hero Sol de Janeiro Brazilian Bum Bum Cream is formulated with Guaraná, which boasts powerful skin-nourishing benefits. Guaraná is native to the Amazon and contains a highly concentrated form of caffeine which stimulates micro-circulation in the skin.
The Bom Dia Bright Cream is made with a blend of Cupuaçu butter, fruit AHAs, Vitamin C, and Beija Flor Elasti-Cream which is enriched with retinol-mimicking Cacay oil and plant collagen.
The Brazilian Crush Cheirosa 62 Hair and Body Mist was inspired by the hit 1962 song, The Girl from Ipanema. The fragrance celebrates the vibrancy of Rio’s beach culture. It opens with pistachio and almond top notes balanced with base notes of caramel, vanilla and sandalwood. ✈
