Issue 47 | July 2023
Global Travel Retail Launch of Sol de Janeiro with Dufry
L'Occitane Group and Dufry have partnered for the global travel-retail launch of Brazilian-inspired premium beauty brand Sol de Janeiro.
The pre-launch campaign at Heathrow and Gatwick airports was followed by Stansted and Manchester airports in May, and continued in Spain and other European Dufry locations, as well as in the US, Canada, Argentina and Mexico which were also included in the phased launch plan. Following its successful pre-exclusive launch with Dufry, Sol de Janeiro Travel Retail will be rolled out globally in collaboration with other trusted travel retail partners from June.
The London campaign for Sol de Janeiro was supported by a comprehensive Emotion+ campaign, using online and offline channels to increase brand awareness, engage with customers and showcase exclusive products, driving sales and brand equity. The new 360° promotion also allowed the brand to expand its touch points with customers through the 'Red By Dufry' VIP program community and in-store. In addition, a media campaign was launched at Gatwick and Heathrow airports, with Stansted and Manchester to follow, promoting Sol de Janeiro on more than 300 screens across these hubs.
Highlighting Sol de Janeiro's celebration of diversity, body positivity and inclusivity, the brand is providing in-store visibility and disruption in temporary spaces with powerful visuals, a display of 24 core products and posters featuring the brand's claim “Love it. Flaunt it. You've got it”.
Based on early data, the launch campaign has delivered tremendous results in the first few days of its debut at London airports, with millennial and Gen Z audiences driving sales with impulse purchases and capturing the experience on their social media channels.
Sol de Janeiro was just founded in 2015 by a Yale and Harvard Business School graduate with a successful track-record in the cosmetics industry, especially leading global skincare brands. Sol de Janeiro’s best-selling product is Brazilian Bum Bum Cream (pronounced boom, boom), with one product sold every 14 seconds globally.
