Why Sol De Janeiro is a darling among Gen Z and Gen Alpha

Sol de Janeiro’s Brazilian Bum Bum Cream lotion has long been a viral sensation, taking off in recent years among beauty influencers on TikTok, but the Brazilian beauty brand reached new heights this year with its line of fragrances. Though Bum Bum Cream has gotten some flak for its popularity with young teens because it is also a skin-tightening product, the nine-year-old Sol de Janeiro has nevertheless continued on a tear with its products debuting to much fanfare, helped by a marketing strategy that is catering to Gen Z and Gen Alpha. @kristy.sarah he couldn’t resist one bit omg … IT’S EVERY TIMEEEE 😂 @Sol de Janeiro Brazilian Bum Bum Cream got him captivated!!! #ad #soldejaneiropartner ♬ original sound - Kristy Sarah A January video teasing its new Cheirosa 59 perfume drummed up millions of views in just one week. Its latest fragrance, a tropical and juicy perfume, Janiero Cheirosa 48, is also being hailed as one of the best scents of summer. @soldejaneiro CHEIROSA 59 IS HERE!!! 🪻💜 Our new, uplifting, delicious fragrance with enticing notes of vanilla orchid, sugared violet, and sheer sandalwood. 🪻 🛍️ Available exclusively on soldejaneiro.com, @sephora , @sephoracanada and Sephora @Kohl’s (in stores 1/22) ✈️ Arriving internationally Jan - April #soldejaneiro #sdj #cheirosa59 #cheirosa59perfumemist #cheirosa59perfume #deliciadrench #deliciadrenchbodybutter #soldejaneirocheirosa #soldejaneiroperfume #perfume #perfumetok #fragrance #asmr #oddlysatisfying #fyp #foryou ♬ original sound - Sol de Janeiro But it’s not just its delicious beachy products lauded by influencers that are attracting young consumers. Sol de Janeiro is also winning over Gen Z and Gen Alpha with its bright colors and inclusive marketing. The brand has promoted body positivity, for example, through slogans such as “love all your layers.” More from Ad Age: Reaching Gen Z and other generations Though Sol de Janeiro sells direct-to-consumer, it also has a smart brick-and-mortar strategy that includes exclusives with cosmetics giants such as Sephora. It’s also partnered with Dufry, selling its products exclusively at the retailer’s airport stores in London and Spain, and hosted pop-up shops in places including New York. “In terms of brand DNA, our disruptive stance, vibrant colors and body positivity and inclusivity messaging, are all significant draws {in the retail space},” Sol de Janeiro Founder Heela Yang recently told The Moodie Davitt Report. See America's Hottest Brands 20 brands that are trending in 2024 Click here

Why Sol De Janeiro is a darling among Gen Z and Gen Alpha

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