UK. L’OCCITANE Travel Retail has launched its mega Sol de Janeiro pop-up in partnership with Avolta-owned World Duty Free at London Heathrow Airport Terminal 2.
The vibrant 360-degree activation, which runs until the end of September, celebrates the summer season with a sunshine-themed colour palette and tropical elements.
The activation is inspired by lively beach clubs booming on social media at this time of year inviting travellers to unleash their summer selves.
The Sol de Janeiro Summer Tour 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 the Asia Pacific region and four in the Middle East.
The campaign’s extensive media presence will ensure maximum visibility, with panoramic screens and digital displays at London Heathrow and visual takeovers at Oslo and Istanbul airports. It is amplified through a targeted social media strategy to reach travellers at every stage of their journey.
The brand’s multi-lingual messages of inclusivity, self-confidence and summer joy aim to connect with a global audience through hyper-local geo-targeting on Instagram and Facebook.
Travellers arriving in London Heathrow T2 are greeted by mammoth screens displaying Sol de Janeiro all the way to the departure lounge. Visitors to the Sol de Janeiro pop-up are welcomed by Brand Ambassadors wearing bright-yellow T-shirts.
Brand Ambassadors are on-hand with samples of the brand’s best-selling product heroes in the Discovery Zone, which features a sunny, stripy yellow and white seating area.
Bestsellers, including Brazilian Bum Bum Cream, Cheirosa 62 Perfume Mist, and popular ranges Beija Flor, Delicia Drench and Bom Dia are available to sample. Also featured are the Travel Jet Sets, Rio Radiance SPF 50 and the new Cheirosa 76 Perfume Mist.
Shoppers can enjoy complimentary hand and arm massages and a bright-pink summer beach bag is available as a gift with purchase.
Sol de Janeiro, or ‘sun of January’, is associated with the warmth and radiance of the Brazilian sun. Its core philosophy ‘Love it. Flaunt it. You’ve got it’, displayed throughout this global campaign, supports the principal messages of inclusivity, positivity and acceptance aimed at the brand’s “ultra-engaged, multi-generational fanbase”.
L’OCCITANE Global Travel Retail Group Sol de Janeiro Brand Manager Marion Amirouche commented: “This summer we wanted to bring the essence of Brazil to travellers around the world. Our MEGA pop-up at London Heathrow is a key focus of this massive global tour that celebrates the liberating spirit of summer, inclusivity and the joy that the Sol de Janeiro brand represents.”
JCDecaux Airport Director of Commercial & Partnerships Richard Simkins added: “Celebrating summer and joy, this immersive activation brings the Sol de Janeiro brand to customers at Heathrow at a time when the passengers are in the mindset to engage and have the time to immerse themselves in this exciting activation.
“With Heathrow having just experienced its busiest ever month, this is a showcase for how Out of Home digital media space and experiential hubs can be combined to reach the influential airport audience in a powerful, vibrant and innovative way.” ✈️
