Sol de Janeiro channels Carnival spirit for Brazilian airport activations

By Trbusiness Editor |

Sol de Janeiro Carnival airport activations Brazil

Bringing “virtual sunshine” to travel retail pax.

L’Occitane Group Travel Retail is channelling the spirit of Carnival with colourful promotional campaigns at Rio de Janeiro and Sao Paulo airports for its Brazilian-inspired Sol de Janeiro beauty brand.

Traditionally, Carnival festivities in Brazil kick off at the beginning of February. For the first time, Sol de Janeiro is joining the country’s celebrations with impactful airport activations featuring Samba music, DJ entertainment and colourful podiums.

Throughout February, Sol de Janeiro is continuing its travel retail roll-out with activations at airports across South America. The initiative encompasses Argentina, Chile, Colombia and Uruguay, in addition to ongoing animations at airports in Hawaii and at New York JFK Airport.

Sol de Janeiro shines brightly in GTR

Sol de Janeiro, which translates as ’sun of January’, aims to encapsulate the warmth and joy associated with the Brazilian sun. Similarly, the brand aims to brings some virtual sunshine to the travel retail channel with its Carnival-inspired activities.

One of the stand-out features at the latest airport pop-ups is a Brazilian ‘Wishing Wall’ display, where travellers can make a wish and receive a complimentary recycled cotton braided bracelet.

Sol de Janeiro Carnival Brazil airport activations

The Sol de Janeiro Brazil airport activations feature Samba music, DJ entertainment, and colourful podiums that showcase the brand’s best-sellers.

In addition, a selection of Sol de Janeiro best-selling products are being showcased. These include the popular Guarana-infused Brazilian Bum Bum Cream, the Cheirosa 62 Perfume Mist for body and hair, and the Beija and Bom Dia collections.

L’Occitane Group Travel Retail EMEA & Americas General Manager Antoine Lafourcade commented: “We’re really excited to introduce the best-selling products of Sol de Janeiro to travellers across South America with these dynamic activations, infused with the spirit of the Carnival of Brazil.

“The Carnival celebrates the country’s cultural diversity and rich history with exotic parades, music and dancing. So, we want to bring that same infectious energy and joy to travellers, emphasising that Sol de Janeiro is more than just a best-selling skincare and body care brand: it’s a celebration of life. We want to spread that sense of celebration wherever our brand goes.”

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

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


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