Sol de Janeiro is banking on the Barbie effect.
On Wednesday, the brand name introduced its partnership with “Euphoria” actress Barbie Ferreira for its most recent fragrance marketing campaign identified as “Where Will They Acquire You,” in which Ferreira roams the streets of New York and is transported to Brazilian beaches with a spritz of the brand’s system mist.
Ferreira, who grew up in Queens following her household immigrated from Brazil, claimed the relationship to Sol de Janeiro was seamless. She was launched to the line four yrs ago by means of good friends and rapidly grew to become a regular buyer of its hero product, the Brazilian Bum Bum Cream.
“I grew up in a house full of Brazilian girls,” explained Ferreira. “They have definitely inspired me when it comes to trend and magnificence, and they’ve taught me to categorical myself in the way that I want to.”
Chief govt officer and co-founder Heela Yang stated Ferreria embodies “the spirit of Brazil.”
“She is heat, she is vibrant and she reinforces our inclusive mission,” Yang additional.
Sol de Janeiro’s partnership with Ferreira is only the second time the manufacturer has partnered with a movie star given that its launch in 2016. In 2021, labored with Brazilian singer Anitta. Ferreira will be employed to appeal to Gen-Z fragrance-loving shoppers, acquiring develop into a sought-after attractiveness confront. Past yr, Kering-owned YSL Elegance tapped her as an ambassador to attraction to more youthful buyers. In 2020, she partnered with Estée Lauder Businesses-owned Becca Cosmetics, which shut down the subsequent year.
The line has emerged as a TikTok darling with end users fawning around its fragrance goods, specifically its first scent, the Cheirosa ‘62 overall body mist, in films that have exceeded 130 million sights.
The larger emphasis on fragrance has verified to be the correct shift for the brand name, which has noticed a 33 p.c product sales carry in the fragrance category considering that its Rio Radiance scent released in March, according to the business. The beauty line sells 8 fragrances 3 new scents will start this summer. Sol de Janeiro designs to expand into other fragrance formats, together with balms and oils, reported Yang. In 2021, the brand name was obtained by the L’Occitane Group at the time of the transaction, the organization was valued at $450 million.
Ferreira hopes to get on a larger part in foreseeable future beauty partnerships by means of creative way and collaborations.
“I’m open to one particular day obtaining a fragrance that is inspired by me and my nostalgic emotions of my spouse and children in Brazil,” claimed Ferreira. “The earth is my oyster ideal now. And as extensive as I’m acquiring exciting with my seems to be, the journey could just take me any where.”