TÜRKIYE. L’OCCITANE Travel Retail has launched the immersive Sol de Janeiro ‘Unleash Your Summer Self’ pop-up with Unifree Duty Free at Istanbul Airport.
The animation, developed in collaboration with Gebr. Heinemann and Unifree Duty Free, is displayed in the Cobra space of the F6 departure hall throughout July and August.
This experience is part of a broader, three-month summer campaign by Sol de Janeiro aiming to transform airport spaces worldwide with engaging pop-ups. It promises sun-kissed 360-degree activations and vibrant in-store animations across 105 airports globally.
At Istanbul Airport, the campaign is being promoted via digital arches, giant lightboxes and 150 digital screens, creating a visually striking Brazilian summer-inspired environment.
Complementing these activities is a social media campaign on Instagram and Facebook featuring hyper-local geo-targeting for pre-trip engagement. These multilingual campaigns aim to amplify Sol de Janeiro’s message of joy, connection, self-confidence and the spirit of summer.
To enhance the retail experience and encourage consumer engagement, customers receive complimentary ‘wish’ bracelets with slogans and stickers for their ‘funky jar’ product purchases.
The activation also includes ‘lockers of luck’, where customers can unlock a gift of a bright-pink summer beach bag.
Brand Ambassadors on roller skates, dressed in vibrant yellow T-shirts, greet and guide shoppers to the pop-up. A DJ show on Fridays and a cart offering yellow cotton candy add to the party atmosphere.
Featured products include the Brazilian Bum Bum Cream, Bom Dia, Délicia Drench, Beija Flor and Cheirosa 62 Perfume Mist. The promotion also showcases the recently launched Rio Radiance SPF 50 and three new 90ml perfume mists: Summer e Amor, Beijos de Sol and Carioca Crush.
Sol de Janeiro, meaning ‘Sun of January’, embodies the warmth and joy of the Brazilian sun. The brand’s motto, ‘Love it. Flaunt it. You’ve got it.’, celebrates diversity, body joy and inclusivity, reflected in its packaging and promotional messages.
Gebr. Heinemann Director Marketing Jens Peter Peuckert said: “Partnering with L’OCCITANE for the lively Sol de Janeiro ‘Unleash Your Summer Self’ pop-up at Istanbul Airport is a thrill.
“With its impressive social media presence, Sol de Janeiro will engage travellers before they even arrive at the airport. This immersive adventure fits perfectly with our goal of providing travellers with unforgettable experiences.
“We can’t wait to see the fun and excitement this promotion will spark along the customer journey.”
Unifree Duty Free Chief Commercial Officer Ceren Tonguç added: “At Unifree Duty Free, we are thrilled to host this captivating ‘Unleash Your Summer Self’ animation of Sol de Janeiro in our stores and reach our customers in an exceptional way.
“With this fun-filled pop-up and strong collaboration, we spread summer joy to our passengers and elevate their shopping journey in line with our commitment to present our customers a unique shopping experience.”
L’OCCITANE Group, Sol de Janeiro Brand Manager, Global Travel Retail, Marion Amirouche added: “We are hugely grateful to Gebr. Heinemann and Unifree Duty Free for their fantastic support and collaboration. The massive new summer airport tour is the second exciting campaign we’ve created since launching the brand in travel retail last year.
“We want to captivate the hearts of travellers and invite them to celebrate the liberating spirit of summer with us and to feel the joy.”
Sol de Janeiro continues to make significant strides in travel retail with its colourful bodycare, fragrance and haircare products. Since its debut last year, the brand has consistently delivered memorable and disruptive campaigns, further solidifying its place in the global market.
Sol de Janeiro grew by +167% in FY2024, delivering triple-digit growth across all geographies and contributing a quarter of the company’s overall sales. This was driven by the sustained performance of the Brazilian Bum Bum Cream, limited-edition releases and launches in the fragrance mist category.
Sol de Janeiro is now the company’s second-largest brand and the largest contributor to profitability with an operating margin of 23.6%. ✈
