L’Occitane brings ‘joyful’ Sol de Janeiro campaign to airports in December

By Faye Bartle |

Sol de Janeiro

Roller-skate-clad brand ambassadors are engaging with travellers at Istanbul Airport.

L’Occitane Group Travel Retail has launched the second wave of its global out-of-home (OOH) brand awareness campaign at international airports for Sol de Janeiro this December.

The campaign for the Brazilian-inspired premium beauty brand is described as a ‘disruptive, engaging, immersive and joyful’ experience designed to ‘enthral’ travellers throughout the festive season.

The aim is to increase brand awareness and drive shoppers to the duty free counters during the peak festive holiday season.

The campaign is active in key international airports including Charles de Gaulle and Orly, Copenhagen and Istanbul.

The strategy encompasses an extensive OOH presence with the additional benefit of hostesses offering product testing, along with bold installations in the airport environment.

The Sol de Janeiro brand will be highlighted via giant screens and light-boxes in airport concourses, combined with sampling and eye-catching ‘giant’ recreations of products.

The activity follows the success of L’Occitane Group TR’s summer 2023 OOH media campaign for Sol de Janeiro at airports worldwide.

“We are really excited to be rolling out our inspiring, upbeat and motivational OOH brand awareness campaign in time for the festive holiday season,” said Marion Amirouche, Brand Manager, Sol de Janeiro Travel Retail.

“Our aim is to imbue travellers with Sol de Janeiro’s sense of joy and introduce them to the brand’s life affirming philosophy that celebrates inclusivity, self-celebration and body positivity.

“Once customers sample the best-selling core product range, we feel sure that they’ll be back for more!”

Sol de Janeiro makes statement at airports worldwide

Localised promotions at strategic airports support the brand’s worldwide travel retail campaign, with initiatives that showcase the continuous expansion of the brand.

Sol de Janeiro

The ‘larger than life’ campaign features giant sized ‘dummies’ of the brand’s best-known products.

At Copenhagen Airport, for instance, in addition to large screens on concourses aimed at driving shoppers to the store, there are giant sized ‘dummies’ of the brand’s best-known products placed around the key seating and waiting areas.

Meanwhile, hostesses liveried in the brand’s signature colours, are offering ’on the go’ product testing of Brazilian Bum Bum Cream and Cheirosa 62 and Cheirosa 68 perfume mists.

The Istanbul Airport promotion began with 14 giant screens on concourses and two light-boxes flanked by giant dummies of Brazilian Bum Bum Cream.

Branded hostesses are offering ‘on the go’ product testing of the cream, as well as the two perfume mists.

At the duty free airport store, representatives with branded baskets and wearing yellow tee-shirts and roller skates, are engaging shoppers with samples of best-selling lines.

There’s also a standalone ‘wishing wall’ display where customers can make a wish and receive a complimentary recycled cotton branded bracelet sporting affirmative slogans.

Sol de Janeiro

The campaign aims to increase brand awareness and drive shoppers to the duty free counters during the peak festive holiday season.

In Paris, a significant presence on screens at Charles de Gaulle Airport is expected to drive footfall to the store, while at Orly Airport, two huge light-boxes will be featured.

Brazilian Bum Bum Cream victorious in Travel Retail Awards

Sol de Janeiro has earned a loyal following for its body care range, led by its best-selling cult-hero: the Guarana-infused Brazilian Bum Bum Cream.

At the consumer-voted Global Travel Retail Awards in October, the product emerged victorious in the Best Skincare, Haircare, Bath & Body Product (under €40) category and earned the evening’s ultimate gong for Best Overall Product.

READ MORE: Winners revealed: Global Travel Retail Awards 2023

READ MORE: Awards make an impact: “We received requests for new listings immediately”

All the products in the Sol de Janeiro line combine sustainably sourced ingredients from Brazil and are vegan-friendly, as well as sulphate and cruelty-free.

Comprising body care, fragrance, and hair care products, Sol de Janeiro is available at airports and onboard cruise lines and ferries.

The brand made its travel retail debut at the beginning of 2023.

READ MORE: L’Occitane’s Sol de Janeiro makes Asia Pacific TR debut with Heinemann

READ MORE: Beauty brand L’Occitane Group secures B Corp certification 


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