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The teenage attraction of smelling like dessert hasn’t misplaced its luster.
Teenagers within the early 2000s relished within the considerably scandalous nature of City Decay’s since-discontinued, shimmery Lickable Body Powders in flavors like cake and honey. There was additionally Jessica Simpson’s fever dream of a model, merely referred to as Dessert Beauty, which offered edible lip gloss made to style like buttercream and chocolate. Right this moment, a preferred tackle the development comes through Sol de Janeiro. Its merchandise aren’t edible, however they could tempt you. Its Brazilian Bum Bum Body Cream famously smells like vanilla, pistachio and salted caramel. The cream was one of many 8-year-old model’s first merchandise, and its signature scent helped catapult Sol de Janeiro to cult standing.
In 2022, Sol de Janeiro was spotlighted in lots of TikToks exhibiting vacation wishlists and, later, gift-focused hauls. Gen Zers have been taking a collector’s strategy to getting their arms on the model’s physique lotions, washes, scrubs and pefume mists, shopping for every accessible scent. The hype led the model gaining 100,000 followers in December alone — it now has 376,000. The hashtag #soldejaneiro has over 251 million views.
To advertise its vacation assortment, the model tapped influencers together with Darcy McQueeny (334,000 Instagram followers), Kathleen Fuentes (2.1 million Instagram followers), Achieng Nugutu (294,000 TikTok followers) and Erika Priscilla (1.2 million TikTok followers). Its Mist Grasp Combine, a package of 4 mini fragrance mists, offered out two weeks after it launched.
On December 27, maintaining the momentum, the model launched its first physique oil, the Bum Bum Firmeza Body Oil ($52), in its authentic signature scent. It’s now operating an influencer campaign for the product, which began in December and can wrap in late February. In accordance with the model, it contracted practically 50 influencers throughout Instagram and TikTok for the marketing campaign, and can also be testing YouTube Model Join, which powers influencer advertising campaigns.
Simply this week, TikTok’s “it” lady du jour, Alix Earle, organically posted a get-ready-with-me video the place she spritzes the fragrance mist throughout her physique as she will get prepared for sophistication.
In the event you discover the content material that includes the model, you’ll discover numerous evaluations evaluating the scents, illustrating the truth that they’ve turn into collectibles. After all, you too can discover folks reviewing potential dupes for the cream — a Costco physique butter, for instance — in addition to shouting out considered one of Sol de Janeiro’s fragrance mists, Cheirosa 68, as a possible dupe for Maison Francis Kurkdijan’s TikTok-famous, and really costly, Baccarat Rouge.
Tribe Dynamics, which tallies earned media worth, mentioned Sol de Janeiro had $32.3 million of EMV in 2022, a rise of 41% from the earlier 12 months. This was the results of greater than 4,000 creators speaking concerning the model, a 16% spike from the prior 12 months. The variety of whole posts additionally elevated, by 6%.
In accordance with digital trend-spotting company Spate, Sol de Janeiro obtained 430,000 common month-to-month Google searches in 2022, an 18% enhance from the prior 12 months. Its top-searched product is the Brazilian Bum Bum Cream, which receives a median of 198,000 searches per thirty days.
“Throughout perfume, we’ve seen constant progress of scents described as gourmand or dessert-like — contemplate YSL Black Opium, whereasearch elevated of 36% year-over-year, and Tom Ford Misplaced Cherry, up 12%,” mentioned Yarden Horwitz, founding father of Spate. “Shoppers are even more and more looking the time period ‘gourmand’ alongside perfume — that [phrase] is up 12% year-over-year. There’s additionally rising curiosity, of 11% year-over-year, in perfume that includes vanilla, which is a key word in Brazilian Bum Bum Cream. Sol de Janeiro is providing this standard scent profile at a extra accessible value level,” she mentioned. The truth that shoppers are looking “gourmand,” used within the fragrance world to explain scents that odor candy, and virtually edible, signifies simply how mainstream fragrance has turn into — a development that may also be seen on #PerfumeTok.
Tamera Ferro, Sol de Janeiro’s svp of worldwide advertising and progress, famous, “There are such a lot of enjoyable scientific details about vanilla being essentially the most comforting scent for people. Tied with our packaging and shiny colours, [the product] could be very joyful and really comforting. All of us want that proper now.”
The fragrance mists price $24 for 3 ounces and $35-$38 for 8 ounces. Baccarat Rouge prices $325 for a smaller bottle.
“Gen Z is in search of high quality and for a bit extra of an elevated expertise,” Ferro mentioned. In accordance with Sol de Janeiro, 59% of its fragrance mist consumers at Sephora are youthful than Sephora’s common model demographic and are new to the model.
Sol de Janeiro’s tagline is, “Find it irresistible. Flaunt it. You’ve obtained it.” And Ferro mentioned that message of self-confidence additionally resonates with Gen Z. “We’re cruelty-free, we’re vegan, we’re all about pleasure and happiness, we discuss positivity and heat, we’re inclusive. We align with who they’re and what they’re in search of in a model,” she mentioned.
Ella Nicole Bedingfield, a 17-year-old U.Okay.-based content material creator whose Christmas haul included a veritable bounty of Sol de Janeiro, mentioned, “I’ve liked the model for years, particularly scent No. 62, which has lately turn into standard on TikTok. Christmas was simply an excuse for a restock of my fave merchandise. However I consider the recognition of the model is effectively deserved — the physique mist smells unbelievable.”
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Tata Harper Bio-Shield Face Oil, $165
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