12.23.23
L’Occitane Group Travel Retail has launched the second wave of its “bold and impactful” global OOH brand awareness campaign at international airports for Brazilian-inspired beauty brand Sol de Janeiro.
Following the success of its summer 2023 out of home advertising (OOH) media campaign at airports worldwide, the second initiative this December aims to “enthrall” travelers throughout the festive season. It will bring the vibrant spirit of Brazil to key international airports that include Charles de Gaulle and Orly in France; Copenhagen in Denmark; and Istanbul in Turkey.
The strategy encompasses an extensive OOH presence with the additional benefit of hostesses offering product testing, and visually “arresting” installations at airports. Building on the success of the initial campaign, the Sol de Janeiro brand will be highlighted via colossal screens and lightboxes that will dominate airport concourses, combined with sampling, and eye-catching giant dummy products. The immersive and joyful customer-led airport experience aims to increase brand awareness and drive shoppers to the Duty- Free counters during the peak festive holiday season.
“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 travelers 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!”
Inclusivity and Body Confidence
With its motto, ‘Love it. Flaunt it. You’ve got it.’, Sol de Janeiro was born of an authentic Brazilian philosophy that celebrates diversity, body joy and inclusivity. This is reflected in its bright and colorful product packaging and viral presence, and in its empowering and life-affirming promotional messages. Beloved by multi-generational global consumers, especially Millennials and Gen Z shoppers, the brand says it has fast-garnered a loyal and devoted fan base with its highly effective body care range. With clinically-proven formulations, Sol de Janeiro’s best-selling cult-hero is Guarana-infused Brazilian Bum Bum Cream, described as “heaven in a jar.” The brand’s Cheirosa 62 Perfume Mist for body and hair that includes delicious notes of pistachio, salted caramel and vanilla, has also proven a runaway success.
Local Market Promotions
Localized promotions at strategic airports will echo the vibrant worldwide travel retail campaign with captivating initiatives underlining the continuous expansion of the brand.
At Copenhagen Airport – in addition to large screens on concourses aimed at driving shoppers to the store – there will be giant-sized dummies of the brand’s iconic products. These will be placed around the key seating and waiting areas, creating a visually bold and stunning brand presence. Meanwhile, hostesses liveried in the brand’s iconic colors, will offer on the go product testing of Brazilian Bum Bum Cream and Cheirosa 62 and Cheirosa 68 perfume mists.
The Istanbul Airport promotion will kick off with 14 giant screens on concourses and two lightboxes flanked by giant dummies of Brazilian Bum Bum Cream. Branded hostesses will offer on the go testing of the product, 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, will engage with shoppers and tempt them to try best-selling lines. There will be a standalone “Wishing Wall” display where customers can make a wish and receive a complimentary recycled cotton branded bracelet sporting affirmative slogans.
In Paris, a massive presence on screens at Charles de Gaulle Airport will drive footfall to the store, while at Orly Airport, two huge lightboxes will be featured.
Sustainably Sourced
All of Sol de Janeiro’s collections of nutrient-rich products combine sustainably sourced ingredients from the lush, natural and diverse landscape of Brazil with clinically proven technologies that deliver results. Offering “luxurious” textures to stimulate the senses, products are vegan-friendly, and sulphate and cruelty-free.