Sol De Janeiro is getting a rebrand — and taking it wide.
The premium body care pioneer that spawned an impressive fragrance business is rebranding and launching a slew of pop-ups in Aspen and New York, kicking off this week.
The brand is still on the growth path. Global retail sales were expected to surpass $650 million in 2023. According to Anne Talley, the brand’s general manager, Americas, 2024 is off to a strong start.
“Holiday, from a business standpoint, exceeded our expectations. And then we have the major launch of Delicia Drench, and a new fragrance mist. It’s been our biggest launch since the Bum Bum Cream and business is very good,” she said.
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Talley is also using the rebrand to put the brand front and center. “When the brand was launched, we had all these beautiful designs but not necessarily something that was cohesive or elevated the Sol De Janeiro brand,” she said. “If you saw our perfume mist or took the cap off, there was no Sol de Janeiro branding on it. We took this opportunity to make sure it’s recognizable.”
The rebrand, which drew inspiration from the brand’s sunny visual codes, coincides with new pop-up activations in the U.S. Sol De Janeiro recently popped up in Los Angeles and New York, which gave Talley the confidence to go deeper on the strategy.
“We’ve found it to be successful and it’s a part of our strategy moving forward,” she said. “Our events also generate a lot of buzz and social sharing, so it’s also driving awareness to the brand and allowing new fans to experience the products.”
The brand has found, especially because of its fragrances, that the fastest way to garner loyalty is to allow shoppers to discover the products for themselves. “Our purpose is to spark joy and self-celebration through the power and warmth of Brazilian culture. There’s no better way to do that than in-person, and we want to engage consumers since our products are so sensorial,” Talley said.
She expects pop-ups to reach new customers, she said. “Our brand is broadly appealing. We attract a broad demographic,” Talley said. “It’s a brand that anyone can get joy from. We believe we still have a lot of opportunity to attract fans of the brand who don’t know us yet. We’ve generated a lot of awareness and last year we had amazing growth, but there’s still so many people who haven’t heard of Sol De Janeiro.”
