Sol de Janeiro is embarking on a pop-up tour to promote its new Badalada body lotion.
The Badalada Bloco Pop Up Experience will appear in New York on 12-13 July and in Los Angeles on 19-20 July.
The brand’s “boldest celebration yet” will bring a sensorial, street-style experience to the cities with Brazilian-inspired music and food
Batala Drummers, Buzzy DJs including DJ Lex and Charly Jordan, will also feature in the activation.
Body Badalada Vitamin-Infused Lotion launched as a Sephora exclusive in May. Badalada is Portuguese slang for "the hottest thing".
The viral brand, which is known for its Bum Bum Cream and Cheriosa fragrance mists, has already started a pop-up roadshow in the UK, visiting multiple cities.
Pauline Todd, UK Director of Sol de Janeiro, told Cosmetics Business at the start of the roadshow in June, that Body Badalada is “our bold entrance into a new category”.
Todd added: “Powered by a seven hyaluronic acid blend, Brazilian sugarcane and Brazil nut oil, it delivers 24-hour hydration, locks in moisture, and leaves skin soft, smooth and glowing.
The L’Occitane-owned brand is also showcasing Body Badalada at pop-ups at international airports including Amsterdam Schiphol, London Stansted, Manchester, Málaga, Palma de Mallorca, Barcelona, Rome, Geneva, Istanbul and Budapest.
Featuring curated a playlist, hand massages, glitter festival make-up bars and selfie stations, the activation will be supported by airport adverts, the brand’s biggest travel retail campaign yet, according to The Moodie Davitt Report.
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