Every 14 seconds a pack of Bum Bum Cream and celebrities like Dua Lipa and Blake Lively They have repeatedly declared that they love practically any reference. Which brand are we talking about? From Sol de Janeiroof course, which has turned into a few years from entrepreneurial bet into a Beauty giantable to climb every possible and imaginable ranking, pulverize the competition and become the Most sold by Sephora brand.
But what made a little one Company of Brazilian -inspired body products an icon loved by the stars and especially venerated of the Gen zwho considers it as the sacred grail?
To understand the phenomenon you have to start from the beginning.
Sol de Janeiro was born from an idea of Heela Yangwho after a brilliant career as a manager in New York followed her husband in Brazil, who moved there for work. One day, while he was pregnant, during a walk on the beach he warned a strong sense of discomfort in showing herself in bikini, but at the same time he noticed how many women around her seemed fully at ease with their bodies, regardless of form, and did not think at all to cover themselves but to take care of it at best, spreading creams on each centimeter of skin.
Hence the lighting: Create a beauty brand that contained this sense of freedom And he loved the joy and warmth of summer to people all year round, wherever they were in the world.
No sooner said than done: In 2015 the first body creams arrived on the market Infuse of native fragrances of Brazil such as orchid, vanilla and sandalwood. On the pack the name Sol de Janeiro, inspired by the highest point of the Brazilian summer sun, also known as “January sun”.
However, the big jump has arrived in 2017when The brand started to be distributed by Sephorawith an exclusive agreement that satisfied both sides: the brand was looking for a way to make itself known to the general public even beyond Brazil, while the French giant was attracted by the idea of offering customers high -end solutions for body care.
A winning communion of intentions, which allowed Sol de Janeiro of climb the sales rankings and to the Sephora to grow a commercial segment up to that moment not very valued in perfumeries. Today the brand is so known that luxury brands also tremble!
However, of course, it is not enough to be on the shelves of the coolest stores on the planet to become a legend, other ingredients are also needed.
And Sol de Janeiro has them all, starting from value of inclusion that conveys and from which everything started, and from a very clear idea at the base: Create products that using them will be pleased with themselves before others.
The textures of the butters For the body they are designed to represent one pampering in the drafting phase e clear the desire to firm upespecially the B side, without being ashamed of it. It is no coincidence that the top product is that Bum Bum Cream evocative of the typical Brazilian back.
But they are above all the Perfumed waters to have allowed Sol de Janeiro to be missed by the Gen z.
Fresher and lighter than perfumeslend themselves to being sprayed several times during the day without running the risk of leaving too persistent olfactory trails. Nor much less of indebted, given that this type of product is clearly cheaper than Eau The Parfum and Eau The Toiletteand also accessible to those who do not have a great purchasing power.
In short, With a few euros you can perfume a lot and very good thingsgiven that another point in favor of the Baume are the sugary fragrancesto the saps of candies and other sweets, equal to those of the creams with which to create an explosive mix and match.
To allow Sol de Janeiro to invoice on average over half a billion dollars a year were also the pack Of butters, waters and of the many other products that have been added to the range over the years, comfortable to take everywhere and above all colorful.
Each fragrance corresponds to a color And this has generated the desire to have as much as possible, to expose them to their bathrooms but above all on their feeds Instagram or Tiktok.
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In fact, social networks were the real engine of the phenomenonwhere the narrative, especially of the waters, overturned the clichés of the past: if historically in the advertisements of the perfumes the protagonist sprayed the fragrance to make themselves irresistible to anyone who meets – almost always men – The waters of Sol de Janeiro are not used to make themselves desired but to take care of themselves and improve mood.
A concept widespread with the hashtag #Soldjaniero that on Tiktok it reached 1.6 million views and many others like, and the involvement of influencers and celebrated for the communication campaigns, such as Barbie Ferreira, star of the Euphoria series.
All these ingredients have made the products of the brand favorites by the very young, who, however, are always looking for news. For this reason the brand, of which the Occitane Group Group acquired a majority share in 2021standing out headlong in the creation of solutions for hairobviously always characterized by the iconic fragrances, and creams with SPFwhich intercept the attention of the new generations for skin health, even before its beauty.
Source: Vanity Fair
I’m Susan Karen, a professional writer and editor at World Stock Market. I specialize in Entertainment news, writing stories that keep readers informed on all the latest developments in the industry. With over five years of experience in creating engaging content and copywriting for various media outlets, I have grown to become an invaluable asset to any team.
