The dynamic and exuberant spirit of Carnival has arrived at both Rio de Janeiro and Sao Paulo airports with the Brazilian inspired, premium beauty brand, Sol de Janeiro.
As the iconic annual Brazilian festival kicks off across the country from the beginning of February, Sol de Janeiro will be joining in the festivities at both airports for the very first time. With a disruptive campaign that includes lively Samba music, captivating DJ entertainment, and colourful podiums, the brand hopes to create an unforgettable and exhilarating experience for travellers.
In addition, Sol de Janeiro will continue its brand roll-out in travel retail with activations at airports across South America that began in January and will run throughout February. The initiative encompasses Argentina, Chile, Colombia and Uruguay, bringing the spirit and energy of the brand to an even wider audience. Simultaneously, there will be ongoing animations at airports in Hawaii and at JFK Airport in New York.
Sol de Janeiro, which translates as ’sun of January’, encapsulates the warmth, joy and radiance associated with the Brazilian sun. Therefore, the brand aims to infuse the travel retail spaces with some virtual sunshine, and the vitality and vibrancy that is characteristic of Brazil’s most celebrated festival.
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. This is reflected in its bright and colourful product packaging and viral presence, and in its empowering and life-affirming promotional messages. Beloved by multi-generational global consumers, especially Millennials and Gen
Z shoppers, the brand has fast garnered a loyal and devoted fan base with its highly effective body care range.
One of the stand out features at the pop-ups will be a Brazilian-themed standalone ‘Wishing Wall’ display with customers being encouraged to make a wish and receive a complimentary recycled cotton braided bracelet sporting a selection of affirmative slogans.
Various of the brand’s bestsellers and iconic body care ranges will take centre stage including Sol de Janeiro’s best-selling cult-hero, Guarana-infused Brazilian Bum Bum Cream, described as heaven in a jar. Also highlighted will be the brand’s popular Cheirosa 62 Perfume Mist for body and hair that includes delicious notes of pistachio, salted caramel, and vanilla. The Beija and Bom Dia product ranges
will also be showcased.
Antoine Lafourcade, L’OCCITANE Group Travel Retail EMEA & Americas General Manager, said: ‘We’re really excited to introduce the best-selling products of Sol de Janeiro to travellers across South America with these dynamic activations, infused with the spirit of the Carnival of Brazil. The carnival celebrates the country’s cultural diversity and rich history with exotic parades, music and dancing. So, we want to bring that same infectious energy and joy to travellers, emphasising that Sol de Janeiro is more than just a best-selling skincare and body care brand: it’s a celebration of life. We want to spread that sense of celebration wherever our brand goes.’
As one of the fastest growing, award-winning skincare brands in the world, Sol de Janeiro has consistently delivered a stellar performance across its range of body care, fragrance, and hair care products. Available at airports, onboard, and on cruises and ferries, Sol de Janeiro debuted in travel retail at the beginning of last year and has since continued its hugely impactful and successful promotional roll-out at airports worldwide.