L’OCCITANE Travel Retail unveils mega Sol de Janeiro pop-up at London Heathrow

September 5 2024  |  Fragrances, Cosmetics, Skincare & Haircare

Summer vibes as L’OCCITANE Travel Retail’s Sol de Janeiro pop-up takes off at London Heathrow Airport

L’OCCITANE Travel Retail has launched a mega Sol de Janeiro pop-up at London Heathrow Airport, a 360-degree activation which celebrates summer, transforming Terminal 2 into a tropical oasis of joy and inclusivity.

Running until the end of September, the showstopper pop-up is part of a three-month global campaign that promises to immerse travelers in a world of sun-kissed fun.

The pop-up, a striking circular cane structure in vibrant yellow and surrounded by tropical foliage, is emblazoned with the welcoming message: ‘SOL-CIAL CLUB by Sol de Janeiro.’ Inspired by the lively beach clubs that dominate social media at this time of year, the empowering activation invites travelers to unleash their summer selves and offers an all-encompassing sun-inspired sensory experience.

The Sol de Janeiro Summer Tour extends beyond London, with activations in 105 airports across the globe, including major hubs in Spain, France, Italy, Greece, Germany, the US, Canada, UAE, Australia, and New Zealand. These immersive pop-ups are designed to capture the vibrant spirit of summer, engaging travelers through interactive, sun-soaked experiences.

Music and dancing encourage customer interaction in the Sol de Janeiro campaign

In the UK alone, 18 locations are hosting activations, with 49 in Europe, 19 in Latin America, 14 in North America, four in the APAC region, and four in the Middle East. The campaign’s extensive media presence will ensure maximum visibility, with panoramic screens and digital displays at London Heathrow and stunning visual takeovers at Oslo and Istanbul Airports.

The campaign is amplified through a targeted social media strategy, reaching travelers at every stage of their journey. Through hyper-local geo-targeting on Instagram and Facebook, the brand’s message of inclusivity, self-confidence, and summer joy is delivered in multiple languages, ensuring a personal connection with a global audience.

Interactive Experiences and Exclusive Offerings

When travelers arrive at London Heathrow Terminal 2, they are greeted by huge screens displaying Sol de Janeiro all the way to the departures lounge, including escalators, so the brand’s transportative and disruptive role and messaging kicks in from the word go.

Once customers arrive at the Sol de Janeiro MEGA pop-up, they are welcomed by enthusiastic brand ambassadors wearing bright yellow T-shirts, who, for fun, ring a ‘Bum Bum’ designed vintage hotel bell to mark their arrival. Customers are then encouraged to capture memories at a vintage Vespa photo booth, set against the backdrop of the summer tour slogan, ‘Unleash your summer self!’

Inside the SOL-CIAL Club there’s a welcoming vibe with energetic music playing. Brand ambassadors engage with travelers, offering sampling and detailed information. Customers are offered immersive experiences such as product sampling at a colorful jungly wall of novelty mist dispensers that features best-selling brand perfume mists including 62, 68, 40, 59, 71 and Rio Radiance. Customer receive complimentary ribbon ‘wish’ bracelets with inspiring and fun slogans, sprayed with their favorite perfume mist. Cheerful stickers personalize ‘funky jar’ and perfume mist product purchases.

In the Discovery Zone visitors can chill and sample the brand’s best-selling product heroes. These include the iconic Brazilian Bum Bum Cream and Cheirosa 62 Perfume Mist along with popular ranges Beija Flor, Delicia Drench and Bom Dia. Also featured are the Travel Jet Sets, Rio Radiance SPF 50, and the new Cheirosa 76 Perfume Mist. This sapphire-blue tinted mist has top notes of blackcurrant and pear nectar with amber wood undertones. To enhance the experience, customers are invited to enjoy a hand and arm massage from one of the brand ambassadors. There is a gift with purchase of a must-have, bright pink summer beach bag.

Before leaving, customers are encouraged to get into the holiday swing and show off their dance moves with the ‘Happy Holiday Dance’ feature. A touch screen display allows customers to choose from a selection of lively, Brazilian-inspired music for their dance, with their moves synchronized on the big screen for all to see.

A Celebration of Diversity and Self-Expression

Sol de Janeiro, meaning ‘sun of January’, encapsulates the warmth and radiance associated with the Brazilian sun, and the brand aims to imbue its travel retail spaces with that positive vibe and virtual sunshine. The brand’s core philosophy, “Love it. Flaunt it. You’ve got it,” shines through in every aspect of this global campaign.

Customers are then encouraged to capture memories at a vintage Vespa photo booth

With an ultra-engaged, multi-generational fanbase, the brand’s core message of inclusivity, positivity, and acceptance, resonates deeply with all generations, but especially with Gen Z, its highest growth segment. The brand’s scents, vibrant colors, and attitude of self-expression and confidence align with their values.

Marion Amirouche, Brand Manager, Sol de Janeiro, Global Travel Retail L’OCCITANE Group, said, “This summer, we wanted to bring the essence of Brazil to travelers around the world. Our mega pop-up at London Heathrow is a key focus of this massive global tour that celebrates the liberating spirit of summer, inclusivity, and the joy that the Sol de Janeiro brand represents.”

Richard Simkins, Director of Commercial & Partnerships – JCDecaux Airport, added, “Celebrating summer and joy, this immersive activation brings the Sol de Janeiro brand to customers at Heathrow at a time when the passengers are in the mindset to engage and have the time to immerse themselves in this exciting activation. With Heathrow having just experienced its busiest ever month, this is a showcase for how Out-of-Home digital media space and experiential hubs can be combined to reach the influential airport audience in a powerful, vibrant and innovative way.”

As one of the fastest-growing, award-winning skincare brands globally, Sol de Janeiro continues to shine with its range of body care, fragrance, and hair care products. Available in airports, on planes, and on cruises and ferries, Sol de Janeiro has made a significant impact in travel retail since its debut worldwide last year, consistently delivering a stellar performance and memorable promotional campaigns.