What’s Behind The Incredible Rise Of Sol De Janeiro And Its Bum Bum Cream?
If you’re reading this, you’ve probably come across Sol de Janeiro’s Bum Bum Cream. Some may say it's the product of the year, by a brand of a generation, and something taking the skincare world by storm.
It’s safe to say that Sol de Janeiro has firmly achieved international acclaim. Now owned by the skincare powerhouse, L'OCCITANE Group, the brand was founded in 2015 and took inspiration from Brazil to develop a collection of skincare products that consumers want and need. Its Bum Bum Cream has continuously ranked at the top of the list.
Contrary to its unique name, the Bum Bum cream is designed to be used on your entire body (and not just your derriere). Touted for its firming qualities and potent ingredients, the body cream is designed to make your skin look and feel its very best.
The Bum Bum cream is now so popular that there are articles being published about families fighting over the products at home. Selena Gomez is among a growing cohort of celebrities that swear by the product. And, Fast Company revealed that the brand became Sephora’s top-selling skincare brand within just four months of being stocked there. Obviously, they’re doing something right.
But what’s really contributed to this product’s popularity? I’ll be honest, there’s a lot of good body creams out there. So, we’re curious to see what has sparked the hype behind Sol de Janeriro’s most sought-after product.
The power of natural ingredients
Let’s get into the specifics of what makes the Bum Bum cream so special. For this, we cast our attention to its unique ingredients.
The Bum Bum cream is made of a blend of natural ingredients, including guaraná — a native Amazonian plant that contains one of the most potent forms of caffeine on the planet. But what does this do for our bodies?
This caffeine seems to give the cream its firming and toning properties, making it a hit among consumers. According to the scientists, caffeine is a vasoconstrictor — a fancy word for making our blood vessels smaller. This basically reduces the blood flow in our skin, making it look firmer.
Also incorporated in the formula are Brazil nuts, acai oil, and coconut oil, which help deeply moisturize and nourish the skin. Combined, we have ourselves a unique product that taps into the best of what mother nature has to offer the beauty and skincare world. Add to that the brand's signature Cheirosa '62 scent, a blend of salted caramel, pistachio, and vanilla notes, and it seems like Sol de Janeiro is on to a WINNER.
Why this product is the Gen Z go-to
According to Cosmetic Design, Sol De Janeiro grossed 267m in annual sales by March 2023, a growth spike of 267% compared to previous records. I don’t think it's just caffeine-infused body cream that’s made that happen, either.
It seems like the magic is also in the marketing. Drawing on the vibrant colors that we associate with tropical Brazil, the brand gives off a confident and body-positive ethos that people are really drawn to. It’s playful, exciting, and has a feel-good factor.
The people behind Sol De Janeiro have also utilized social media and influencer marketing to reach a much broader audience. By leveraging influencers across different platforms such as Instagram, TikTok, and YouTube, they've increased their visibility and appeal, especially to younger consumers. As a result, this has become a hugely sought-after product, particularly for the Gen Z cohort.
They’ve not just invested in social media marketing, they’ve also got it right. They combine a mix of real reviews from people on the street, and keep their finger on the pulse with trending visuals. If anything, the brand is sticking true to its values and constantly connecting with younger audiences.
Planet-friendly values that matter
We’re loving the brand’s catchphrase: “Rio is a destination, sustainability is a journey.” Evidently, the brand has made massive strides in a sustainability commitment that’s clearly connecting even more with shoppers.
Understanding the growing demand for eco-friendly options, the brand has launched refills of its popular products which reduces the need for new plastic containers. By minimizing the carbon footprint of its products, Sol de Janeiro aligns itself with a more conscious consumer base that appreciates brands that prioritize sustainability.
The use of ethically sourced ingredients is another crucial part of the brand’s green initiatives. Sol de Janeiro sources its raw materials responsibly, ensuring that the local communities involved in the process are treated fairly and that the extraction process does not harm the environment. This ethical approach to business has further boosted the brand's image and attracted a conscientious clientele.
the bottom line
The rise of Sol de Janeiro and its Bum Bum Cream boils down to a combination of factors like its unique formulation, unforgettable scent, effective marketing, and inspiring brand story.
By the looks of things, Sol de Janeiro isn’t slowing down and we predict the hype around its products will continue as it launches more exciting products that really speak to the latest generation of skincare lovers.
Do you agree? Tell us what you think of Rio de Janeiro's products in the comment section.
WHATS UP NEXT …
