AUSTRALIA. Brazilian-inspired premium skin and body brand Sol de Janeiro, owned by L’OCCITANE Group, has partnered with Heinemann Australia to pre-launch in Asia Pacific travel retail.
The partners have launched a colourful, summer-inspired animation in Sydney Airport to celebrate the launch. The pre-launch drives L’OCCITANE Group’s strategic, multi-brand expansion in the channel.
The Sydney Airport animation is dressed in sunny yellow, orange and turquoise highlighting Sol de Janeiro’s joyful state of mind. Travellers can immerse themselves into the world of Sol de Janeiro through several retailtainment features.
An interactive photobooth is a standout element and invites travellers to take selfies with various props and download the digital photos onto their mobiles using QR codes. To boost user-generated content, visitors are encouraged to share their photos on social media with the hashtags #soldejaneiro and #soldejaneirotrapac.
The Asia Pacific pre-launch follows the success of Sol de Janeiro’s roll-out in EMEA travel retail. Sol de Janeiro is enjoying what the Group described as “stellar momentum” with a +171.0% increase in sales year-on-year.
“We are thrilled to introduce Sol de Janeiro’s first-ever travel retail counter in Asia Pacific with Heinemann Australia here in Sydney,” commented L’OCCITANE Group Managing Director Global Travel Retail Estelle de Bure. “We extend our heartfelt gratitude to Heinemann for its unwavering support in building a strong foundation for Sol de Janeiro in Travel Retail Asia Pacific. With its sandy beaches and dynamic energy evoking Rio de Janeiro, Sydney provides the perfect backdrop for this colourful animation.
“As we approach the summer season, this launch is impeccably timed to resonate with travellers, especially the burgeoning Generation Z demographic, who are increasingly gravitating towards the brand’s empowering message of self-confidence and body positivity. We encourage travellers to join the movement, to confidently flaunt what makes them distinct and authentic.”
Heinemann Asia Pacific Director, Purchasing (Beauty and Liquor, Tobacco & Confectionery) Ranjith Menon said: “Partnering exclusively with L’OCCITANE Group to bring Sol de Janeiro from Rio to the shores of Asia Pacific has been a delight.
“This animation at Sydney Airport promises to be a feast for the senses and aligns seamlessly with our commitment to offering memorable experiences to travellers. We are excited to see travellers interact with the pop-up, embrace their individuality and become a part of Sol de Janeiro’s uplifting narrative.”
Sol de Janeiro translates to ‘Sun of January’ and is inspired by summers in Brazil. The brand was co-founded by Heela Yang, who was inspired by the body positive culture of Brazil. The brand’s motto is ‘Love it. Flaunt it. You’ve got it’.
It offers body care, haircare and fragrances with ingredients that celebrate native Brazilian fruits and plant butters. These formulas are housed in colourful packaging which reflect the golden beaches, sunshine and blue skies of Brazil. All the products offer sensorial textures and are vegan-friendly, sulphate and cruelty-free.
Two hero Sol de Janeiro products, the Brazilian Bum Bum Cream and Cheirosa 62, feature prominmently throughout the animation. According to the brand owner, one jar of Brazilian Bum Bum Cream is sold every eight seconds globally. Native Amazonian Guaraná is the cream’s key ingredient and offers a highly concentrated form of caffeine that boosts micro-circulation to tighten the skin.
Cheirosa 62 offers pistachio, salted caramel and vanilla notes and is the first scent in the brand’s fragrance line. It is available as a Perfume Mist, hair and body perfume spray, drawing inspiration from the song ‘The Girl from Ipanema’.
As reported, the beauty brand has previously been showcased through a series of pop-up campaigns at key airports including Frankfurt, Copenhagen, Barcelona, São Paulo, Geneva and Paris Orly, London Gatwick, Heathrow, New York John F. Kennedy International and Paris Charles De Gaulle. 
