Sol de Janeiro shines with ‘The World Is Your Stage’ activation at Istanbul Airport

L’Occitane Travel Retail, in partnership with Heinemann Travel Retail and Unifree Duty Free, is lighting up Istanbul Airport with an exclusive Sol de Janeiro ‘Shine Together’ holiday pop-up that runs until December 31, 2025.

Located in the heart of the departures area, the vibrant activation invites travelers to celebrate the festive season with color, confidence, and the unmistakable warmth of Brazil’s most joyful beauty brand. Inspired by Sol de Janeiro’s global holiday campaign “The World Is Your Stage”, the pop-up celebrates confidence, individuality, and connection, inviting travelers to embrace their inner star and make every moment shine.

A feel-good journey through sunshine and scent

Liveried in the brand’s signature bright yellow hue, the Sol de Janeiro pop-up is a dazzling space that celebrates the brand’s joyous and uplifting Brazilian spirit. At its entrance, a large, underlit luminous arch instantly draws attention, creating a perfect selfie and photo opportunity that radiates festive warmth. Inside, travelers are welcomed into a creatively designed space complete with a palm tree centerpiece and dynamic lighting that evokes Rio’s sunny beaches and upbeat energy. A feel-good journey through sunshine and scent.

Strategically located to capture traveler flow, the pop-up offers a captivating Sol de Janeiro experience that draws guests into the brand’s colorful world. From playful ribbon bracelets to fragrance testing, every detail has been designed to spark joy and connection. Travelers can explore personalized touches and exclusive gifting moments that make each visit feel special while enjoying the brand’s signature festive atmosphere.

Anchored by the brand’s holiday campaign ‘The World Is Your Stage’, the activation celebrates the spirit of self-expression and togetherness that defines Sol de Janeiro. Travelers are encouraged to embrace their brightest selves, share moments of joy, and take home gifts that sparkle with the brand’s signature cheer and radiance.

A powerful 360° holiday campaign

Extending far beyond the pop-up, the campaign delivers high visibility throughout Istanbul Airport. Over 300 digital OOH screens feature Sol de Janeiro’s festive visuals, and a series of dynamic video spots enhance the immersive experience, bringing the brand’s energy to life through movement and sound. Multiple touchpoints across the terminal (F06, F04, and more) include impulse towers, podiums, and cash desk displays, creating a vibrant, multi-sensory journey that captures attention at every step.

This season, Sol de Janeiro invites travelers to celebrate themselves first. Each set is designed as a feel-good ritual that proves the best gifts are often the ones you give yourself.

Holiday heroes and exclusive gifting

Travelers will find Sol de Janeiro’s most-loved icons, including global bestsellers Brazilian Bum Bum Cream and Cheirosa ’62 Perfume Mist, alongside Trial, Treat, and Splurge holiday sets created for every kind of gifter and self-gifter. From travel-ready minis to indulgent full-size assortments, each one is made to spread the brand’s signature joy and glow. Firm favorites from the Beija, Delicia, and Bom Dia ranges are also available. The pop-up features a selection of exclusive holiday gift sets such as Bum Jet Set, Spritz the Season Cheirosa Perfume Mist Set, and Glow Ready With Me Set - with the Jet Set as a permanent collection highlight complementing the limited-edition festive assortments.

Marion Amirouche, Senior Brand Manager, Sol de Janeiro, Global Travel Retail, L’Occitane Group, said, “We love to disrupt travel retail with joy and surprises. Our multi-presence pop-up at Istanbul Airport turns every step of the journey into a sensorial, self-celebratory moment. It’s a bold, uplifting connection infused with the unmistakable spirit of Sol de Janeiro.”

Ceren Tonguç, Chief Commercial Officer of Unifree Duty Free, added, “We are delighted to collaborate once again with L’Occitane Travel Retail to bring an engaging and joyful experience to our passengers. The Sol de Janeiro pop-up at Istanbul Airport perfectly reflects the spirit of travel and the vibrant energy of the season, inviting every traveler to carry a little sunshine along their journey."