Samba music, vibrant merchandising, and a cheerful array of Brazilian-inspired products infuse the Carnival essence into Rio de Janeiro and São Paolo airports through lively activations by Sol de Janeiro
BRAZIL. Sol de Janeiro, a part of the L’OCCITANE Groupe, is embracing the Carnival spirit with colorful initiatives at Rio de Janeiro and São Paolo airports.
The Carnival festivities commence in early February, and Sol de Janeiro is participating in the revelry for the first time with engaging activities at both airport locations. Featuring energetic Samba music, DJ performances, and eye-catching displays, the airports are transformed into vibrant hubs echoing the spirit of Carnival while promoting Sol de Janeiro and its body-positive philosophy.
Alongside the Brazilian pop-ups, Sol de Janeiro is expanding its presence in travel retail by introducing activations in key airports across the Americas, including Argentina, Chile, Colombia, Uruguay, Hawaii, and New York. Throughout January and February, the brand has been extending its Brazilian essence and vitality to a broader audience in global travel retail settings.
Beauty Advisors are available to introduce travelers to the popular Brazilian Bum Bum Cream and Cheirosa 62 mist
Sol de Janeiro, meaning ‘sun of January,’ embodies the warmth, happiness, and radiance associated with the Brazilian sun. Staying true to its origins, Sol de Janeiro aims to bring a ‘virtual sunshine’ to the travel retail sector through its latest Carnival-themed campaign.
Having made its debut in global travel retail at the beginning of 2023, the brand has emerged as one of the top performers within the L’OCCITANE Group, experiencing a sales surge of +199.1% at constant rates in the first nine months of FY2024. This remarkable performance was driven by a highly successful holiday season.
At the heart of both pop-up stores is a Brazilian Wishing Wall, where travelers can make a wish and receive a complimentary bracelet made of recycled cotton. Adorned with various positive messages and available in the brand’s signature colors, these bracelets serve as tokens of positivity.
Sol de Janeiro has garnered significant popularity among Millennial and Gen Z consumers, emerging as one of the top-performing brands within the L’OCCITANE Groupe, achieving triple-digit sales growth across all geographic markets in the first nine months of FY2024
The airports showcase Sol de Janeiro’s best-selling body care and fragrance collections, featuring products like the Guarana-infused Brazilian Bum Bum Cream, Cheirosa 62 Perfume Mist for body and hair, and the Beija and Bom Dia ranges.
Antoine Lafourcade, General Manager of L’OCCITANE Group Travel Retail EMEA & Americas, expressed, “We are thrilled to introduce Sol de Janeiro’s best-selling products to travelers across South America through these vibrant activations, infused with the Carnival spirit of Brazil.
“The Carnival festivities, with their exotic parades, music, and dance, celebrate the country’s cultural richness and diverse history. Therefore, we aim to bring that same infectious energy and joy to travelers, highlighting that Sol de Janeiro is not just a leading skincare and body care brand but a celebration of life. Our goal is to spread this sense of festivity wherever our brand ventures.” ✈