Sol de Janeiro is launching a five-part micro drama series with UK broadcaster Channel 4 in a new campaign for the L’Occitane-owned fragrance brand’s new Intense Perfume Mists.
The Guest List will tap into the growing popularity of short-form entertainment, “using character-led storytelling to build emotional connections with consumers and create a more immersive fragrance discovery experience”, the brand said in a statement.
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Commissioned by Channel 4 and produced by Curly Media, the series stars British actresses Deba Hekmat and Jadesola Odunjo, along with up-and-coming talent Mia Ito Smith and Felicity Ali.
The characters will capture the essence of each of the fragrances in Sol de Janeiro’s new collection of richer scents released in August – Cheirosa 62, Cheirosa 59, Cheirosa 91 and the new Cheirosa 74, a golden gourmand with notes of ripe pineapple, orange flower, and solar ambery accord.
The series, which debuts on Channel 4’s TikTok, YouTube and Meta social platforms from 24 October, celebrates “a modern story of friendship, confidence, self-expression and the joy – and trials – of being a young person today”, the statement read.
The Guest List will explore career dilemmas, new crushes, and getting ready for a night out, as “their lives unfold through the intimacy of their group chat, capturing the energy, humour and unfiltered support of modern womanhood”.
“Sol de Janeiro is all about rewriting the rules of beauty and celebrating confidence, connection and sparking joy,” said Rebecca Pollard, Director of Marketing & Consumer Engagement, UK & Ireland at Sol de Janeiro.
“The Guest List is our chance to challenge what beauty content can be.
“We wanted to be a part of creating something unexpected, culturally relevant and made for the world our community actually lives in.”
Ameenah Taher, Channel 4’s Digital Commissioning Executive, commented: “We are always looking to anticipate where audiences and storytelling are heading next.
“I am proud to have commissioned Channel 4’s first branded micro drama foray into this space and worked closely with Curly Media to develop the project – a bold, character-led series exploring the friendship, ambition and lives of a diverse group of intelligent young women.
“We are excited to have collaborated with Sol De Janeiro to bring this series to life.”
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