02.04.24
L’Occitane Group, a leader in sustainable beauty and wellness products, has unveiled an activation for its body care brand, Sol de Janeiro, at Melbourne Airport's T2 Departures in partnership with Lotte Duty Free.
Celebrated Products Shine
Featuring a new and innovative “retailtainment” journey for consumers through a newly introduced Wishing Wall feature, the activation contributes to the momentum of the brand’s launch in the Asia Pacific region. The brand says the essence of Sol de Janeiro creates a synergy with the current summer season in Australia and Sol de Janeiro’s translation, January Sun.
“The launch of the brand-new pop-up at Melbourne Airport marks a significant milestone for Sol de Janeiro,” said Mona L'Hostis, marketing director global travel retail, L’Occitane Group. “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.”
The giant replica tubs of Brazilian Bum Bum Cream, Beija Flor Elasti-Cream and Bom Dia Bright Body Cream, stacked atop each other as well as the larger-than-life bottle of Cheirosa 62 Perfume Mist are strategically positioned to welcome and engage shoppers within the activation space.
At the heart of the pop-up is the 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 features travel-friendly versions of Sol de Janeiro’s celebrated products, infused with notes of salted caramel and pistachio, one of fine fragrance's hottest new trends per Spate.
Wishing Wall Display
One of the stand out features of the activation is an innovative “Wishing Wall” display at which 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 colours. Customers are invited to capture fun moments with custom frames and props at the interactive photobooth. Participants can also redeem samples and wishing bracelets as gifts upon sharing their photos on social platforms.
Supported by an integrated marketing campaign, Sol de Janeiro invited prominent beauty Key Opinion Leaders (KOLs) to the pop-up last month 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.