L’Occitane Travel Retail Inspirits Consumers to Unleash Their Summer Self in Sol De Janeiro’s Latest Airport Activation

Summer may have one good month left, but Sol De Janeiro is thinking endless summers with its new airport activation.

With the slogan, “Unleash Your Summer Self,” L’Occitane Travel Retail has set up a dynamic three-month global tour with 360-degree activations and in-store animations at 105 airports worldwide.

The promotional tour is transforming nondescript airport spaces into vibrant and disruptive pop-ups, drawing travelers into a world of summer fun, per marketers. Activations are in 18 locations across the UK, including a large pop-up at London Heathrow, 49 in Europe, 19 in Latin America, 14 in North America, four in APAC and four in the Middle East.

The stand-out pop-ups will be rolled out in countries that include Spain, France, Italy, Greece, Germany, Canada, US, UAE, Australia and New Zealand.

Media Campaign

An extensive media campaign will feature panoramic screens and 62 digital screens at London Heathrow Airport, while at Istanbul Airport the promotion will include digital arches, giant lightboxes and 150 digital screens. Additionally, at Oslo Airport, for the first time, all pillars in the main shopping, retail, and restaurant zones will showcase Sol de Janeiro branding, creating a stunning visual impact.

Complementing the in-airport activities, a significant social media campaign across Instagram and Facebook is being launched, using hyper-local geo-targeting to reach travelers in the pre-trip phase. These personalized and multilingual brand campaigns will amplify the campaign’s message, urging customers to embrace connection, self-confidence and the liberating spirit of summer, per organizers.

“We are excited to bring the joy and vibrancy of Sol de Janeiro to travelers around the world,” said Marion Amirouche, brand manager, Sol de Janeiro, global travel retail, L’Occitane Group.

Lockers of Luck

Travelers will have the opportunity to experience Sol de Janeiro’s best-selling products with a dedicated assortment that includes Brazilian Bum Bum Cream, Cheirosa 62 Perfume Mist, and Rio Radiance SPF50, along with popular ranges that include Bom Dia, Delicia Drench and Beija Flor.

To further elevate the retail experience and promote consumer engagement, customers will be offered complimentary “wish” bracelets with inspiring slogans together with stickers to decorate their jar product purchases. An innovative gift with purchase will include gift lockers called, “lockers of luck.” Customers making purchases will receive a key to a locker where they will find a free beach bag. Individual promotional activities will be rolled-out at both Istanbul and London Heathrow Airports in the coming weeks.