Bright future: Sol de Janeiro targets millennial, Gen Z travellers with APAC travel retail debut

Sol de Janeiro is a Brazillian-inspired skin and body care brand owned by L’Occitane Group. The firm acquired an 83% stake in the brand towards the end of 2021.

The brand recently announced its debut in the APAC travel retail market, partnering with Heinemann Australia for the launch.

“Ever since acquiring the majority stake in Sol de Janeiro, the brand has experienced explosive growth globally following its launch eight years ago, L’Occitane Group has been keen for the brand to make its travel retail debut,”​ said Mona L’Hostis, head of global travel retail marketing, L’Occitane Group.

“Having successfully launched in travel retail in Europe and the US, the timing is perfect for further expansion into the APAC region, as the brand continues to make its presence felt on and offline worldwide.”​

L’Hostis emphasised the importance of the APAC travel retail market to the brand.

“The APAC region is hugely important to the expansion of the brand in travel retail at this pivotal time in its development. As the APAC region offers a growing, highly responsive and dynamic marketplace, we want to build on Sol de Janeiro’s extraordinarily successful debut in travel retail in the last year by creating brand awareness among key target audiences, highlighting the best-selling product ranges using dynamic local activations.”​

Sol de Janeiro has been established in the wider APAC for a few years now through retail partners such as Sephora and Mecca and has captured the attention of younger beauty consumers especially.

“The strength of Sol de Janeiro, of course, is its huge appeal to younger audiences, something that we will continue to capitalise on,”​ said L’Hostis.
Travel retail, traditionally adorned with shelves of fragrances from established luxury brands, is undergoing a transformation as niche beauty labels take the spotlight to attract younger travellers.

“There is definitely demand for more niche brands such as Sol de Janeiro that offer something new and compelling to capture the imagination and interest of millennial and Gen Z shoppers,”​ said L’Hostis.

“These younger audiences value authenticity, uniqueness and experiences that resonate with their individual identities and values. They are often drawn by emerging and exciting brands that align with their own ethical standards and that offer quirky, attractive, and environmentally friendly products that stand out from mainstream options.”​

Rising demand for niche

She added there was a significant growth opportunity for niche premium beauty and skin care brands such as Sol de Janeiro in APAC.

“The likes of China, South Korea and Japan have increasingly established themselves as beauty, fragrance and skin care hubs, keen to welcome upcoming innovative premium brands.”​

Citing research from M1nd-set, L’Hostis highlighted promising growth rates in international traffic this year across APAC, including Singapore, Bangkok, and Hong Kong airports. Furthermore, it also predicted a healthy resurgence of traffic to the Asian market in 2024.

“This upturn has resulted in enthusiastic airport and duty-free shoppers once again keen to discover new and experiential international brands.  This is something that Sol de Janeiro will capitalise on as it rolls out its dynamic, inclusive, and joyous message to travellers.”​