Sol de Janeiro has unveiled its biggest-ever global summer travel retail campaign, transforming more than 50 airports worldwide into vibrant destinations celebrating the brand’s joyful Make Life Cheirosa philosophy.
Running throughout the peak travel season, the bold and disruptive sunshine-infused programme combines immersive retail experiences, eye-catching pop-ups, digital engagement, paid media and exclusive gifting to inspire travellers to smell, feel and live deliciously before they even reach their holiday destination.
From arresting installations in Palma and high-impact activations across Paris Charles de Gaulle and Paris Orly to Barcelona, Istanbul, Heathrow, Toronto and Melbourne, the campaign spans Europe, North America and Asia-Pacific. It brings Sol de Janeiro’s unmistakable Brazilian energy to airports worldwide through more than 600 travel retail doors and more than 50 airport activations.
A fully integrated 360° campaign surrounds airport guests with the joyful world of Sol de Janeiro at every stage of their airport journey. Alongside captivating retail features and impactful product displays, an ambitious out-of-home (OOH) programme delivers spectacular visibility through giant two-metre Body Badalada™ installations in Palma, trolley cabanas in Paris Orly and Barcelona, branded floor and staircase graphics, pillar and column wraps, digital screen domination and paid digital out-of-home advertising in key international airports. These are complemented by dedicated podiums, geo-targeted social media campaigns across Meta, TikTok, Spotify and Deezer, ecommerce and CRM communications, creating multiple moments of discovery before they even reach the departure gate.
A multi-sensory summer journey
Designed to transform airports into enchanting gateways to summer, Make Life Cheirosa invites travellers to enter Sol de Janeiro’s colourful world through playful, multi-sensory experiences inspired by the spirit of Brazil.
Across the campaign, airports come alive with Brazilian music as energetic promoters dressed in joyful pink Make Life Cheirosa T-shirts and caps welcome travellers to explore the collection through fragrance testing, product demonstrations and sampling. Eye-catching pop-ups, dedicated summer booths and fun photo opportunities encourage passengers to embrace the excitement of travel, while the interactive novelty Cheirosa sunglasses reveal hidden holiday messages, motivating every traveller to discover their own vacation vibe before take-off.
Exclusive Travel Retail gifts add another layer of excitement at the heart of the campaign. Complimentary scented bracelets and stickers offer travellers the opportunity to engage with the brand, while exclusive gifts such as ‘The Hottest Thing’ key rings in three dynamic colours, bring delight, and are inspired by the four Body Badalada™ variants: Cheirosa 62™, Cheirosa 62 Shimmering Limited Edition™, Cheirosa 48™ and Cheirosa 39™. These are offered for purchases over €60, along with colourful luggage tags for purchases over €80. These memorable keepsakes make the perfect companions for summer getaways and adventures.
Across the activations, the latest innovations take centre stage alongside Sol de Janeiro’s cult favourite body creams and fragrance mists. Dedicated Badalada Towers, impulse podiums, cash desk displays and striking retail installations ensure maximum visibility while allowing travellers to enjoy the complete Sol de Janeiro ritual, from fragrance mists and Jelly Perfume Balms to Body Badalada™ lotions and bestselling travel sets.
Introducing the latest Sol de Janeiro innovations to travellers worldwide
The Make Life Cheirosa campaign showcases Sol de Janeiro’s latest body care and fragrance innovations. Shoppers can immerse themselves in new textures, irresistible Cheirosa scents and on-the-go beauty rituals designed especially for life in motion. From fragrance to body care, each launch reflects the brand’s dynamic character while encouraging passengers to explore, layer and personalise their beauty routine.
Leading the line-up is Jelly Perfume Balm, the brand’s first-ever solid fragrance format, offering a fresh way to appreciate its iconic Cheirosa scents anytime, anywhere. Alcohol-free and enriched with premium fragrance oils, the innovative balm glides effortlessly onto skin, delivering up to 10 hours of fragrance* and up to 1,000 swipes** in a convenient twist-up stick. Available in the bestselling Cheirosa 62™, Cheirosa 68™ and Cheirosa 40™ fragrances, it transforms fragrance into a modern, on-the-go ritual.
Travellers can also purchase the new Hydrating Jet Set, featuring three travel-ready essentials, Cheirosa 62™ Perfume Mist, Brazilian Kiss Cupuaçu Lip Butter and Body Badalada™ Vitamin-Infused Lotion, bringing together Sol de Janeiro’s signature layering ritual in one perfectly portable collection.
Completing the summer line-up is the expanded Body Badalada™ collection, which introduces new textures, formats and iconic Cheirosa scents. From the refreshing Skin Refresh Water Lotion in Cheirosa 48™ to the nourishing Moisture Melting Lotion in Cheirosa 39™ and the limited-edition Daily Glow Lotion in Cheirosa 62™, the collection allows travellers to personalise their hydration ritual while enjoying the brand’s unmistakable sensorial approach to body care.
Marion Amirouche, Senior Brand Manager, Sol de Janeiro, L’OCCITANE Travel Retail, said: “Summer travel is all about anticipation, discovery and creating memories, making it the perfect moment to bring our Make Life Cheirosa philosophy to life. This is our most ambitious global travel retail campaign to date, combining immersive experiences, vibrant storytelling and our latest product innovations to surprise and delight travellers at every stage of their journey. From playful gifting to joyful beauty rituals inspired by Brazil, we’re inviting travellers everywhere to experience the confidence, connection and irresistible energy that define Sol de Janeiro.”
*Based on the evaluation of a trained panel in a blind quantitative sensory study.
**Based on estimated product usage.
