Fashion Events

Sol de Janeiro Bets On Barbie

Sol de Janeiro is banking at the Barbie impact.

On Wednesday, the emblem introduced its partnership with “Euphoria” actress Barbie Ferreira for its original perfume marketing campaign known as “Where Will They Take You,” wherein Ferreira roams the streets of Brandnew York and is transported to Brazilian seashores with a spritz of the emblem’s frame rainfall.

Ferreira, who grew up in Queens then her nation immigrated from Brazil, mentioned the relationship to Sol de Janeiro used to be seamless. She used to be presented to the form 4 years in the past via buddies and briefly was a habitual shopper of its hero product, the Brazilian Bum Bum Cream.

“I grew up in a household full of Brazilian women,” mentioned Ferreira. “They have definitely inspired me when it comes to fashion and beauty, and they’ve taught me to express myself in the way that I want to.”

Leading govt officer and co-founder Heela Yang mentioned Ferreria embodies “the spirit of Brazil.”

“She is warm, she is vibrant and she reinforces our inclusive mission,” Yang added.

Sol de Janeiro’s partnership with Ferreira is handiest the second one date the emblem has partnered with a celeb since its founding in 2016. In 2021, labored with Brazilian singer Anitta. Ferreira will likely be old to draw Gen-Z fragrance-loving shoppers, having transform a sought-after attractiveness face. Terminating occasion, Kering-owned YSL Attractiveness tapped her as an envoy to enchantment to more youthful shoppers. In 2020, she partnered with Estée Lauder Firms-owned Becca Cosmetics, which shut down the following year.

The form has emerged as a TikTok darling with customers fawning over its fragrance merchandise, particularly its first odor, the Cheirosa ‘62 body mist, in videos that have exceeded 130 million views.

The greater emphasis on fragrance has proven to be the right move for the brand, which has seen a 33 percent sales lift in the perfume category since its Rio Radiance scent launched in March, according to the company. The beauty line sells eight fragrances; three new scents will launch this summer. Sol de Janeiro plans to expand into other perfume formats, including balms and oils, said Yang. In 2021, the brand was acquired by the L’Occitane Workforce; on the date of the transaction, the corporate used to be valued at $450 million.

Ferreira hopes to tackle a bigger position in while attractiveness partnerships via inventive path and collaborations.

“I’m open to one day having a fragrance that is inspired by me and my nostalgic feelings of my family in Brazil,” mentioned Ferreira. “The world is my oyster right now. And as long as I’m having fun with my looks, the journey could take me anywhere.”

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