Sephora to open summer pop-up with Sol de Janeiro

Sephora has partnered with Brazilian bodycare brand Sol De Janeiro to open a new pop-up at Westfield London later this month.

Taking place from 11-14 July, the activation will bring pool-side vibes to the retail destination in a first time collaboration for the two brands.

The event will allow customers to explore Sol De Janeiro's best-sellers through product demos, workshops and trials, where customers can discover their new favourite scents and summer bodycare rituals.

It will also boast interactive technology with dance off machines and games, as well as free samples and the opportunity for guests to uncover exclusive branded merchandise in the ‘Lockers of Luck’.

Other key features include a chill out area and photo opportunities for consumers to capture "endless summer memories" at the pop-up.

Pauline Dolle-Labbe, CMO at Sephora, told TheIndustry.beauty: "We are delighted to collaborate with our great partner Sol de Janeiro on creating an entertaining and engaging experience as part of our overall vision for retail enchantment while connecting with our shoppers in a memorable and meaningful way."

Pauline Todd, Director for Sol de Janeiro UK&I, added: "We are proud to host our first brand pop-up together with Sephora.

"Together we have created an immersive experience which reflects our brand's unique personality and perfectly animates our latest brand campaign, "Unleash your Summer Self". We truly value the partnership from the entire Sephora team in bringing this animation to life and can't wait to share it with our consumers.

Embracing the authentic Brazilian beauty philosophy of loving and flaunting your body, Sol de Janeiro was founded by Heela Yang, Camila Pierotti and Marc Capra in 2015.

The brand has since experienced rapid growth, with its best-selling Brazilian Bum Bum Cream and Perfume Mists often flying off shelves and driving a huge amount of sales and brand awareness for the business.

The pop-up comes as Sephora continues to ramp up its marketing efforts in the UK, having recently launched a new loyalty programme offering rewarding experiences and exclusive benefits for customers through a three-tiered programme across gold, silver and bronze.

It not only rewards spend but also customer engagement, allowing points to be earned through experiences such as attending in-store services and reviewing products too.