L’Occitane Group introduced an activation for its body care brand, Sol de Janeiro, at Melbourne Airport's T2 Departures in partnership with Lotte Duty Free.
Located centrally within the airport’s retail space, the animation utilizes Cheirosa 62 fragrance to permeate the air. The immersive activation is said to feature an innovative retailtainment journey for consumers through a newly introduced Wishing Wall feature, adding to the brand’s launch in the Asia Pacific region.
Sol de Janeiro’s Cheirosa 62 fragrance offers notes of pistachio, salted caramel, and vanilla.
The Brazilian Crush Cheirosa 62 Perfume Mist is a hair and body perfume spray said to draw inspiration from the year 1962 (specifically the ‘Girl from Ipanema’ song sensation) and Brazil's beach culture.
The Brazilian Bum Bum Cream (pronounced ‘boom-boom’ in Portuguese) is described as a rich, moisturising body cream infused with potent, caffeine-rich Guaraná extract and a blend of Cupuaçu butter, açaí oil, and coconut oil, that includes notes of pistachio, salted caramel and vanilla.
The Wishing Wall display invites customers to make a wish and receive a complimentary recycled cotton braided bracelet. The bracelets host a selection of affirmative slogans in the brand’s four signature colors.
Mona L'Hostis, marketing director Global Travel Retail, L’Occitane Group, commented, "The launch of the brand-new pop-up at Melbourne Airport marks a significant milestone for Sol de Janeiro. 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. We are thrilled to showcase this animation at Melbourne Airport, a key travel hub in Asia Pacific, and Australia’s second-busiest airport. Positioning Sol de Janeiro as an essential companion for travellers seeking the vibrant energy of a Brazilian summer, the campaign will run throughout the summer and at key cultural events like the Australian Open. As part of our commitment to elevating the customer experience, we have introduced an enhanced journey with the launch of the new Wishing Wall. This innovation aims to create a more immersive and interactive environment for travellers, enabling them to engage with the brand in a deeper and more meaningful way."
Steve Timms, CEO, Lotte Duty Free Oceania shared, ‘We are excited to bring Sol de Janeiro to Melbourne Airport this summer in partnership with L’Occitane Group. This exclusive collaboration allows us to provide travellers with unique retail experiences, celebrating beauty, confidence, and the joy of being authentic while basking in the radiant allure of Sol de Janeiro. Embracing Sol de Janeiro's uplifting brand narrative, we hope that shoppers can also join us in being a part of the brand’s campaign."