L’OCCITANE Travel Retail has launched a massive Sol de Janeiro summer promotional campaign at 105 airports worldwide. Entitled Unleash Your Summer Self!, the three-month long global tour is featuring immersive, 360-degree activations and vibrant in-store animations.
The tour’s colorful and disruptive pop-ups will transform airport spaces and draw travelers into a world of summer fun, says the company. With activations in 18 locations across the UK, including a mega pop-up at London Heathrow, 49 in Europe, 19 in Latin America, 14 in North America, four in APAC, and four in the Middle East, the campaign is set to make a significant splash. The stand-out popups will be rolled out in Spain, France, Italy, Greece, Germany, Canada, US, UAE, Australia, and New Zealand.
An extensive media campaign will feature panoramic screens and 62 digital screens at London Heathrow Airport, while at Istanbul Airport the promotion will include digital arches, giant lightboxes and 150 digital screens. Additionally, at Oslo Airport, for the first time, all pillars in the main shopping, retail, and restaurant zones will showcase Sol de Janeiro branding, creating a stunning visual impact.
Complementing the in-airport activities, a significant social media campaign across Instagram and Facebook is being launched, using hyper-local geo-targeting to reach travelers in the pre-trip phase. These personalized and multilingual brand campaigns will amplify the campaign’s message, urging customers to feel the joy and embrace connection, self-confidence, and the liberating spirit of summer.
Travelers will be able to experience a dedicated assortment of Sol de Janeiro’s best-selling products that includes Brazilian Bum Bum Cream, Cheirosa 62 Perfume Mist, and Rio Radiance SPF50, along with popular ranges that include Bom Dia, Delicia Drench, and Beija Flor.
To further elevate the retail experience and promote consumer engagement, customers will be offered complimentary ‘wish’ bracelets with inspiring and fun slogans together with stickers to decorate their ‘funky jar’ product purchases. An innovative gift with purchase includes gift lockers called, ‘lockers of luck.’ Customers making purchases will receive a key to a locker where they will find a gift of an eye-catching bright pink beach bag. Individual fun promotional activities will be rolled-out at both Istanbul and London Heathrow Airports in the coming weeks.
Sol de Janeiro, meaning ‘sun of January’, encapsulates the warmth, joy and radiance associated with the Brazilian sun, and the brand aims to imbue its travel retail spaces with that positive vibe and virtual sunshine. 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 colorful product packaging and viral presence, and in its empowering and life-affirming promotional messages.
With an ultra-engaged, multi-generational fanbase, Sol de Janeiro’s core message of inclusivity, positivity, and acceptance, resonates deeply with all generations, but especially with Gen Z— its highest growth segment. The brands scents, vibrant colors, and attitude of self-expression and confidence alin with their values.
Marion Amirouche, Brand Manager, Sol de Janeiro, Global Travel Retail, L’Occitane Group, said: “We are excited to bring the joy and vibrancy of Sol de Janeiro to travelers around the world. This is the second dynamic summer campaign since we launched the brand to great effect in travel retail last year.
“The new Unleash Your Summer Self! campaign is bigger than ever and is all about really harnessing consumer engagement, celebrating the liberating spirit of summer and inviting everyone to experience the joy and connection that comes with it.”
As one of the fastest-growing, award-wining skincare brands globally, Sol de Janeiro continues to shine with its exceptional range of body care, fragrance and hair care products. Available in airports, on planes and on cruises and ferries, Sol de Janeiro has made a significant impact in travel retail since its debut worldwide last year, consistently delivering a stellar performance and memorable promotional campaigns.
