L’Occitane launches biggest-ever Sol de Janeiro summer tour
L’Occitane Travel Retail has launched the biggest-ever Sol de Janeiro Summer Tour at global airports with the tagline, ‘Unleash Your Summer Self!’.
The three-month long global tour promises an unforgettable summer experience with immersive, 360-degree activations and in-store animations at 105 airports worldwide.
The promotional tour features colorful and disruptive pop-ups, drawing travelers into a world of summer fun. 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 pop-ups will be rolled out in countries that include 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, large lightboxes and 150 digital screens. At Oslo Airport, for the first time, all pillars in the main shopping, retail, and restaurant zones will showcase Sol de Janeiro branding.
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 have the opportunity to experience Sol de Janeiro's best-selling products with a dedicated assortment 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 will include 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 brand’s scents, vibrant colors, and attitude of self-expression and confidence align 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-winning skincare brands globally, Sol de Janeiro continues to shine with its exceptional range of body care, fragrance, and hair care products. Available in airports, inflight 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.
.jpg?&resize.width=322&resize.height=483)
.JPG?&resize.width=322&resize.height=483)
