February 2 2024  |  Industry News

L'OCCITANE Group expands Sol de Janeiro across Asia Pacific

By Laura Shirk

Offering an innovative retailtainment journey: Sol de Janiero features at Melbourne Airport

L’OCCITANE Group, a leader in sustainable beauty and wellness products, has partnered with Lotte Duty Free in an activation for its body care brand, Sol de Janeiro, at Melbourne Airport's T2 Departures.

Featuring an innovative retailtainment journey for consumers through a newly introduced Wishing Wall feature, the pop-up contributes to the momentum of the brand’s launch in the Asia Pacific region. A tribute to the Brazilian spirit, the activation is said to inspire consumers to celebrate beauty, confidence, and authenticity in a unique way.

According to L’OCCITANE Group, the 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”.

A Wishing Wall offers consumers brand engagement and a complimentary recycled cotton braided bracelet

Mona L’Hostis, Marketing Director Global Travel Retail, L’OCCITANE Group, said, “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 travelers 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 travelers, enabling them to engage with the brand in a deeper and more meaningful way.”

Scent-sational Pop-up: A Burst of Color and Aroma at Melbourne Airport

Splashed in yellow, pink, turquoise and bright red, the stand-out Sol de Janeiro activation integrates the energetic essence of the brand into each element of the retail space, making it come to life. Its central location – and with the familiar Cheirosa 62 fragrance permeating the air – acts as a focal point that draws attention, exemplified by the substantial foot traffic. The large replica tubs of Brazilian Bum Bum Cream, Beija FlorTM Elasti-Cream, Bom Dia BrightTM Body Cream and 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 a 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 – described as “perfect for on-the-go pampering” – features travel-friendly versions of Sol de Janeiro products, infused with notes of pistachio and salted caramel. Crafted with the Gen Z audience in mind, this curated selection caters to the younger generation, with whom the brand has particularly resonated.

One of the stand-out features of the activation is an innovative ‘Wishing Wall’ display where 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 colors. Customers can also capture fun moments with custom frames and props at the interactive photobooth and redeem samples and wishing bracelets as gifts upon sharing their photos on social platforms. Gifts with purchase offers include 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 January 15 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. Travelers 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 a ‘Love it. Flaunt it. You’ve got it.’ Motto, the brand 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 beaches of Rio de Janeiro.

Brazilian Bum Bum Cream

Sol de Janeiro’s award-winning and best-selling hero product is Brazilian Bum Bum Cream (pronounced ‘boom-boom’ in Portuguese). The rich, moisturizing 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 notes of pistachio, salted caramel and vanilla.

Cheirosa 62 – The Signature Scent

The Cheirosa 62 fragrance has expanded across the brand’s product range. The warm fragrance, characterized 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, is inspired by the year 1962, with the song, ‘Girl from Ipanema’ and Brazil’s beach culture.

Steve Timms, CEO, Lotte Duty Free Oceania, 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.”

L’OCCITANE en Provence was recognized in the 2021 progress report of the New Plastics Economy Global Commitment by the Ellen MacArthur Foundation. The brand was highlighted as one of the most committed brands in the fight against plastics. To further the battle against plastic waste, L’OCCITANE Group has pledged that by 2025, 100% of its plastic bottles will be manufactured from 100% recycled waste.

Copyright 2024 DutyFree Magazine. All rights reserved. Privacy Policy Sitemap