L’OCCITANE Group has partnered with leading travel retailer, Dufry, for the global travel retail launch of Brazilian-inspired premium beauty brand, Sol de Janeiro.
The exclusive pre-launch campaign with Dufry, which will run for two months, is currently being showcased at key London airports, Heathrow and Gatwick, and will be rolled out at Stansted and Manchester airports in May. The campaign has already launched in Spain and will be deployed at other airports in Europe, followed by the US.
As seen on Duty Free Hunter last month.
With its strategic support for innovative and up-and-coming brands likely to appeal to new customer profiles, such as Millennials and Gen Z, Dufry is ideally placed to debut the brand in the UK. This year, Sol de Janeiro has already invested substantially in social media and offline marketing campaigns to further create brand awareness among these target audiences, highlighting local in-store presence and dynamic local activations. The brand has a multi-generational global fan base but has proven particularly attractive
to Millennials and Gen Z shoppers who, from research, are seeking a compelling and engaging interactive in-store shopping experience at airports.
The London campaign for Sol de Janeiro, which kicked off at Gatwick South terminal, was supported by Dufry through its Emotion+ campaign. This recent travel retail innovation has used online and offline channels to expand the brand’s visibility and to engage with customers and showcase exclusive products, thus driving sales and brand value. The new 360° promotional campaign has also allowed the brand to expand touchpoints with customers via the ‘Red by Dufry’ VIP programme community and also instore. In addition, a significant media campaign has been rolled out so far at Gatwick and Heathrow, with Stansted and Manchester to follow, promoting Sol de Janeiro on more than 300 screens across the airports.
Underlining Sol de Janeiro’s joyful celebration of diversity, body positivity and inclusivity, the brand offers unique instore visibility and disruption on temporary spaces with empowering colourful visuals, an arresting display of 24 core products, and bold posters carrying the inspiring brand motto: Love it. Flaunt it. You’ve got it.’
From initial travel retail data, the campaign has shown tremendous results in just the first few days of its debut at London airports, with Millennial and Gen Z audience driving sales with impulse purchases and capturing the experience via their social media channels.