INTERNATIONAL. L’OCCITANE Travel Retail is rolling out a three-month-long promotional campaign titled ‘Unleash Your Summer Self’ for its Brazilian beauty brand Sol de Janeiro. This includes unveiling of 360-degree activations and in-store animations at 105 airports worldwide.
The promotional tour will see 18 activations in the UK – including a mega pop-up at London Heathrow – 49 in Europe, 19 in Latin America, 14 in North America, four in Asia Pacific and four in the Middle East.
Stand-out pop-ups are being introduced in Spain, France, Italy, Greece, Germany, Canada, USA, UAE, Australia and New Zealand.
The extensive media campaign at London Heathrow Airport involves panoramic screens and 62 digital screens. At Istanbul Airport, the promotion features digital arches, lightboxes and 150 digital screens.
For the first time at Oslo Airport, all pillars in the main shopping, retail and restaurant zones display Sol de Janeiro branding.
The company noted: “The arresting promotional tour is transforming airport spaces with colourful and disruptive pop-ups, drawing travellers into a world of summer fun.”
Complementing the airport activities, a social media campaign on Instagram and Facebook is being launched. It uses hyper-local geo-targeting to reach travellers before their trips, featuring personalised and multilingual content to enhance the campaign message.
Travellers can sample Sol de Janeiro bestsellers with a dedicated assortment that includes Brazilian Bum Bum Cream, Cheirosa 62 Perfume Mist and Rio Radiance SPF50, along with popular ranges such as Bom Dia, Delicia Drench and Beija Flor.
To further elevate the retail experience and promote consumer engagement, customers are offered complimentary ‘wish’ bracelets with different slogans, along with stickers to decorate their ‘funky jar’ product purchases.
An innovative gift-with-purchase includes gift lockers called ‘lockers of luck’. Shoppers receive the key to a locker where they will find a bright-pink beach bag.
L’OCCITANE Group Brand Manager Sol de Janeiro Global Travel Retail Marion Amirouche said: “We are excited to bring the joy and vibrancy of Sol de Janeiro to travellers around the world. This is the second dynamic summer campaign since we launched the brand to great effect in travel retail last year.
“The new ‘Unleash Your Summer Self!’ campaign is bigger than ever and is all about really harnessing consumer engagement, celebrating the liberating spirit of summer and inviting everyone to experience the joy and connection that comes with it.” ✈
