Sol de Janeiro is a beauty brand that celebrates the Brazilian spirit and culture through its body care, fragrance, and hair care products. In 2023, the brand launched its first global campaign, titled "Where Will They Take You", to promote its perfume mists and to inspire customers to embrace their own unique beauty and style. The campaign featured actress and model Barbie Ferreira as the face of the brand, who danced through the streets of Rio de Janeiro and New York while showcasing Sol de Janeiro’s signature scents in promotional content.
The campaign showcased the power of fragrance to transport consumers to their favorite memories and to connect them with different cultures. Sol de Janeiro’s perfume mists featured iconic Brazilian landmarks such as the Selarón Stairs, Morro da Conceição, Ipanema Beach, Mirante Dona Marta, and Largo do Boticário. The campaign invited customers to join Sol de Janeiro in its mission to spread the joy of Brazilian beauty and confidence to the world.
The campaign was also strategically designed to attract Gen Alpha customers, who are the generation born from 2010 onwards and the first to be fully immersed in the digital age from birth. Gen Alpha is a diverse, inclusive, and environmentally conscious generation, who value experiences over possessions and seek brands that align with their values. Sol de Janeiro’s campaign appealed to Gen Alpha’s preferences not only by partnering with influencers popular with this age range, such as Barbie Ferreira, but also by highlighting the diversity and inclusivity of Brazilian culture, the eco-friendliness of Sol de Janeiro's products, and the experiential aspect of its fragrances.
Inclusive Fragrance Campaigns
The 'Where Will They Take You' Campaign Highlights Influencers
Trend Themes
1. Inclusive Fragrance Campaigns - Highlighting the diversity and inclusivity of different cultures through fragrance campaigns presents disruptive innovation opportunities for beauty brands.
2. Gen Alpha Marketing - Catering to the preferences of the digitally native and environmentally conscious Gen Alpha generation in marketing campaigns opens up disruptive innovation possibilities for brands.
3. Experiential Branding - Using fragrance to transport consumers to favorite memories and connect them with different cultures offers disruptive innovation potential for brands.
Industry Implications
1. Beauty Brands - Beauty brands can seize disruptive innovation opportunities by embracing diversity and inclusivity in their fragrance campaigns to resonate with a wider audience.
2. Marketing & Advertising - Incorporating Gen Alpha preferences, such as environmentally conscious values and focus on experiences, into marketing campaigns can lead to disruptive innovation in the industry.
3. Fragrance Industry - Exploring the use of fragrance to create experiential branding that connects consumers to memories and different cultures can spark disruptive innovation in the fragrance industry.