03.07.24
Sol De Janeiro has announced a strategic partnership with award-winning recycling social enterprise, Walter Recycling.
The success of its latest pop-up in NYC highlighting the effectiveness of Delicia Drench Body Butter and Cheirosa 59 Perfume Mist achieved +338% of the projected gross sales goal marking an +838% increase over previous events. This initiative not only set a new standard for product launches, but also underscored the brand's commitment to environmental responsibility, officials said.
Understanding the environmental implications of temporary pop-up events, Sol De Janeiro took a significant step towards sustainability by collaborating with Walter Recycling. This partnership ensured that materials used in the pop-up were reused or recycled, dramatically reducing potential waste and setting a precedent for future eco-friendly events.
"At Sol De Janeiro, sustainability is a priority close to our hearts,” said Cara Bondi, vice president, product, ESG, regulatory, at Sol De Janeiro.
The event's success was amplified by an effective advertising strategy that utilized out-of-home placements in key transit hubs and geo-targeted social media, leading to high engagement, awareness and nearly 20,000 attendees.