Kara NasvigSol de Janeiro, a prominent skincare brand, has made a significant foray into the sun care category with the introduction of its Rio Radiance SPF 50 Sunscreen Collection. This launch is accompanied by a captivating campaign featuring media personality and model Sofia Richie Grainge.
The campaign, titled ‘Sunscreen Worthy of Your Skin,’ casts Richie Grainge as a sun goddess on a mission to embrace her affinity for the sun. Drawing inspiration from the aesthetic of 1960s and 1970s pulp movie trailers, the campaign humorously depicts her quest to draw nearer to the sun.
Produced by Photobomb in collaboration with creative agency Chandelier Creative, the campaign comprises both a film and photography component. The film was directed by Dan Beleiu, while Warren Fu directed the photography.
As Sol de Janeiro’s debut in the sun care arena, the Rio Radiance SPF 50 Sunscreen Collection encompasses three distinct formats: Rio Radiance SPF 50 Body Lotion, Rio Radiance SPF 50 Body Spray, and Rio Radiance SPF 50 Body Oil. Each product is formulated to provide robust sun protection with broad spectrum SPF 50 while delivering deep hydration and a softening effect without leaving behind any greasy residue.
Heela Yang, CEO & Co-Founder of Sol de Janeiro, expressed enthusiasm for having Sofia Richie Grainge as the face of the Rio Radiance SPF 50 collection launch campaign. Yang emphasized Richie Grainge’s embodiment of the brand’s commitment to holistic body care and its mission to promote joy and self-celebration worldwide. With this new collection, Sol de Janeiro aims to redefine the sunscreen experience, underscoring the importance of sun protection that not only shields and nourishes the skin but also imparts an all-over radiance.
The success of Sol de Janeiro has contributed significantly to the overall performance of its parent company, L’Occitane International. In the first nine months of the 2023-24 fiscal year, the company recorded an impressive 18.9% growth, largely attributed to the stellar performance of Sol de Janeiro, which was acquired by the group in 2021.
In conclusion, Sol de Janeiro’s entry into the sun care market marks a milestone for the brand, as it expands its product offerings while staying true to its ethos of celebrating the beauty and vitality of the body. With Sofia Richie Grainge as the face of its campaign, Sol de Janeiro is poised to make a splash in the world of sun care, offering consumers innovative products that prioritize both protection and pampering.
