Celebrating Sol de Janeiro’s Product Launch in Style

When a brand seeks to break the Canadian market and increase brand awareness, the best course of action is to turn to experiential marketing experts. That’s what beauty brand Sol de Janeiro did, and with one of the top experiential marketing agencies at the helm, they orchestrated a two-pronged product launch that hit both goals and then some.
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Concierge Club planned and executed an influencer marketing event at Majesty’s Pleasure and a pop-up in Toronto Eaton Centre to promote the Delícia Drench body butter to overwhelmingly successful results. 
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With the combination of a fully immersive experiential marketing campaign and retail activation, we maximized both impact and engagement, amplifying Sol de Janeiro’s brand presence and forging a deeper connection with its vibrant culture. Read on to learn how we pulled off this back-to-back campaign! 
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About Sol de Janeiro
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Sol de Janeiro is a Brazilian-inspired beauty brand known for its delightful skin and body care products. Marc Capra founded the New York-based brand in 2015, along with Camila Pierotti, and Heela Yang. It was bought by L’Occitane in 2021. 
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The products combine Brazil’s natural diversity with clinically proven technologies to create effective products that are good for the skin, hair, and environment. Named after the “Sun of January,” Sol de Janeiro rose to cult status in 2023 thanks to the immense popularity of their hero product: the Brazilian Bum Bum Cream. A huge part of their success is due to social media buzz among millennial and Gen Z audiences. 
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Over the past year, they’ve capitalized on experiential marketing strategies to further boost their popularity and brand awareness. Recently, they ventured into travel retail and aimed to penetrate the Canadian market. To maximize their impact during the launch of their latest body butter, they turned to Concierge Club for a solution—and we delivered exactly that.
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About Concierge Club
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Concierge Club is a 100% women and minority-owned premium experiential marketing agency specializing in creating meticulously designed events, experiences, and activations that help brands foster meaningful connections with their consumers. 
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Our expertise has led us to a glowing portfolio that includes projects with renowned brands like Sephora, Dynamite, Hyundai, Hewlett-Packard and more. Our team of creatives takes pride in bringing immersive experiences to life, from ideation and conceptualization to event staffing, production, design, and management.

Founded by Monica Gomez, event maven, and industry expert, Concierge Club has grown to be one of the leading experiential marketers in North America. The team is bold, creative, and never afraid to challenge the status quo to bring explosive results in every campaign.
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The Strategy
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The goal of the product launch is simple: make a splash. Our team was tasked with creating a high-impact strategy to drive consumers directly to Sephora to purchase their new product, Delícia Drench body butter.
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To achieve this, we planned a two-part approach, combining influencer marketing and a dynamic retail tie-in. The first part of the plan was to host an influencer event in Yorkville, at Majesty's Pleasure as an intimate way for the brand to connect with their best representatives. 
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A 20x20 pop-up at Toronto Eaton Centre followed, which included brand sampling, gamification, consumer engagement elements, engaging visuals, and more—all designed to pique interest and seamlessly guide consumers into a neighboring Sephora. 
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Video Source: @mango_collective_ and @theconciergeclub | Instagram

The Execution
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With a deft touch and an unwavering commitment to excellence, Concierge Club's execution brought Sol de Janeiro's vision to life in a series of unforgettable experiences.
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Influencer Event at Majesty’s Pleasure
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Concierge Club organized a flawless influencer event at the luxurious Majesty's Pleasure salon in Yorkville. Top influencers were treated to an indulgent array of gifts and experiences, including:
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• Delícia Drench body butter facials for skin pampering
• Rejuvenating massages and pedicures
• Nail artistry inspired by the brand's vibrant aesthetics
• Custom cocktails and mocktails capturing Brazil's flavors
• Custom product artwork elevating the brand presentation
• Lavish gifting with branded robes, slippers, and more
• Delectable food stations with açaí bowls, traditional Brazilian brigadeiros, and lavender caviar treats
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Toronto Eaton Centre Pop-Up
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The following day, a 20x20 Brazilian retail activation popped up at the Toronto Eaton Centre. This multi-sensory activation immersed visitors in the full Sol de Janeiro experience with:
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• Product sampling stations to try Delícia Drench firsthand
• Education stations for in-depth brand storytelling
• Exciting Plinko game with prizes and giveaways
• Complimentary tastings of traditional Brazilian brigadeiros
• Immersive ASMR soundscape journey
• Boomerang photo opportunity for social sharing
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The Results

The results of the combined influencer event and high-impact pop-up we executed were an overwhelming success for Sol de Janeiro and Concierge Club. Both generated a drastic surge in sales and solidified the brand’s foothold in the Canadian market. 
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The Delícia Drench body butter flew off shelves, with the brand selling out its entire inventory shipped to Sephora in preparation for the event—a testament to experiential marketing done right. 
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The client was over the moon with the final design, fabrication elements, engagement pieces, and the output’s quality. Blown away by the impeccable execution, Sol de Janeiro wasted no time enlisting Concierge Club for three additional large-scale events—a resounding vote of confidence in our ability to pull off splash-worthy experiences.

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Launch High-Impact Events and Activations With Concierge Club
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The one-two punch of influencer event and retail activation is a match made in experiential marketing heaven, especially when the premier experiential marketing agency is on the job.
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Concierge Club has the expertise, experience, and creativity to make your goals happen—whether they’re breaking into a new market, launching a new product, or just generating social media buzz. 
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From our groundbreaking work for Sol de Janeiro to countless other brands, we've perfected the art of igniting excitement and driving measurable results. Allow us to design a tailored experience that will transport consumers into your brand's world.
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What are you waiting for? Contact us today to get started!