L’OCCITANE has proudly unveiled an exhilarating activation for its body care brand, Sol de Janeiro, at Melbourne Airport’s T2 Departures in partnership with Lotte Duty Free.
Featuring a new and innovative retailtainment journey for consumers through a newly introduced Wishing Wall feature, the activation contributes to the momentum of the brand’s launch in the Asia Pacific region. It is a tribute to the Brazilian spirit and inspires consumers to celebrate beauty, confidence, and authenticity in a unique way. The invigorating essence of Sol de Janeiro creates a perfect synergy with the current summer season in Australia, offering a captivating retail experience, especially for the younger demographic.
Mona L’Hostis, Marketing Director Global Travel Retail, L’OCCITANE Group, commented, ‘The launch of the brand-new pop-up at Melbourne Airport marks a significant milestone for Sol de Janeiro. Following our successful travel retail debut in Asia Pacific last year, this expansion represents yet another triumph for L’OCCITANE Group’s strategic multi-brand approach within the travel retail channel. We are thrilled to showcase this animation at Melbourne Airport, a key travel hub in Asia Pacific, and Australia’s second-busiest airport. Positioning Sol de Janeiro as an essential companion for travellers seeking the vibrant energy of a Brazilian summer, the campaign will run throughout the summer and at key cultural events like the Australian Open. As part of our commitment to elevating the customer experience, we have introduced an enhanced journey with the launch of the new Wishing Wall. This innovation aims to create a more immersive and interactive environment for travellers, enabling them to engage with the brand in a deeper and more meaningful way.’
Scent-sational Pop-up: A Burst of Colour and Aroma at Melbourne Airport
With its palette of dynamic colours, the Sol de Janeiro activation is not just a visual spectacle; it’s an immersive experience. Splashed in yellow, pink, turquoise, and bright red, the activation seamlessly integrates the energetic essence of the brand into each element of the thoughtfully designed retail space, making it come to life. Located centrally within the airport’s retail space, the animation is impossible to miss. With the alluring and familiar Cheirosa 62 fragrance permeating the air, it is a focal point that draws attention, exemplified by the substantial foot traffic. The giant replica tubs of Brazilian Bum Bum Cream, Beija Flor™ Elasti-Cream, Bom Dia Bright™ Body Cream, stacked atop each other as well as the larger-than-life bottle of Cheirosa 62 Perfume Mist are traffic stoppers, strategically positioned to welcome and engage shoppers within the activation space.
At the heart of the pop-up is the iconic circular pillar-shelf showcasing the brand’s key products, including the award-winning Brazilian Bum Bum Cream, Cheirosa 62 Perfume Mist, Beija Flor™ Elasti Cream, Bom Dia Bright™ Body Cream, and the Bum Bum Summer Jet Set. The latter, perfect for on the-go pampering, features travel-friendly versions of Sol de Janeiro’s celebrated products, infused with irresistible notes of pistachio and salted caramel. Crafted with the Gen Z audience in mind, this curated selection perfectly caters to the younger generation, with whom the brand has particularly resonated, fulfilling their craving for Sol de Janeiro’s colourful, joyful and highly effective body care range.
One of the stand out features of the activation is an innovative ‘Wishing Wall’ display at which customers are invited to make a wish and receive a complimentary recycled cotton braided bracelet. The bracelets sport a selection of affirmative slogans in the brand’s four signature colours. Customers are invited to capture fun moments with custom frames and props at the interactive photobooth. Participants can also redeem samples and wishing bracelets as gifts upon sharing their photos on social platforms.
Guests will receive fabulous gifts with purchases, such as a Sol de Janeiro waterproof bag and samples of Brazilian Bum Bum Cream and Cheirosa 62 Mist. Supported by an integrated marketing campaign, Sol de Janeiro invited prominent beauty Key Opinion Leaders (KOLs) to the pop-up on 15, January and has launched an out-of-home (OOH) takeover of Melbourne Airport. Large OOH banners are displayed in panels adjacent to the immigration counters and on the top wall leading to the airport retail space. Travellers can also catch sight of Sol de Janeiro’s digital banners circulating around the store and the surrounding retail space.
Sol de Janeiro, which translates as ‘Sun of January’ encapsulates the warmth, joy and radiance associated with the Brazilian sun. With its impactful motto: ‘Love it. Flaunt it. You’ve got it.’, Sol de Janeiro was born of an authentic and joyful Brazilian philosophy that celebrates diversity, body joy and inclusivity. The portfolio includes body care, haircare, and fragrances inspired by the sun-kissed beaches of Rio de Janeiro.
Product Showcase
Brazilian Bum Bum Cream
Sol de Janeiro’s award-winning and best-selling cult hero is Brazilian Bum Bum Cream (pronounced ‘boom-boom’ in Portuguese). The rich, moisturising body cream quickly absorbs in the skin to create a visibly tighter appearance. Infused with potent, caffeine-rich Guaraná extract and a blend of Cupuaçu butter, Açaí oil, and Coconut oil, this swiftly absorbed cream, includes delicious notes of pistachio, salted caramel and vanilla, offering the most radiant skin imaginable.
Cheirosa 62 – The Signature Scent
Sol de Janeiro’s award-winning Cheirosa 62 fragrance has expanded across the brand’s deliciously scented and efficacious product range. The warm fragrance, characterised by notes of pistachio, salted caramel, and vanilla, is the scent that started the brand’s fragrance line and imparts a feeling of summer all year round. The Brazilian Crush Cheirosa 62 Perfume Mist, a hair and body perfume spray, draws inspiration from the year 1962 – one that ignited the world’s infatuation with the song, ‘Girl from Ipanema’ and the glorious beach culture of Brazil.
Steve Timms, CEO, Lotte Duty Free Oceania, also commented: ‘We are excited to bring Sol de Janeiro to Melbourne Airport this summer in partnership with L’OCCITANE Group. This exclusive collaboration allows us to provide travellers with unique retail experiences, celebrating beauty, confidence, and the joy of being authentic while basking in the radiant allure of Sol de Janeiro. Embracing Sol de Janeiro’s uplifting brand narrative, we hope that shoppers can also join us in being a part of the brand’s campaign.’
