Sol de Janeiro enters sun care category, taps Sofia Richie Grainge for new campaign

Sol de Janeiro has entered the sun care category with the launched of its Rio Radiance SPF 50 Sunscreen Collection, with a new campaign starring media personality and model Sofia Richie Grainge. 

Starring Richie Grainge “as a sun goddess embarking on her quest to become one with her fiery infatuation, the sun,” the ‘Sunscreen Worthy of Your Skin’, campaign was inspired by 1960s and 1970s pulp movie trailers, and showcases the model’s comedic quest to fly closer to the sun, according to the U.S. skincare brand.

The film and photography campaign was produced by Photobomb, in partnership with creative agency Chandelier Creative, and was shot and directed by Dan Beleiu, and Warren Fu, respectively.

Marking the brand’s suncare debut, ​the Rio Radiance SPF 50 Sunscreen Collection offers three formats and finishes: Rio Radiance SPF 50 Body Lotion, Rio Radiance SPF 50 Body Spray, and Rio Radiance SPF 50 Body Oil.

The lightweight sun care collection is designed to deeply hydrate and soften the skin without any greasy residue, in conjunction with a broad spectrum SPF 50 for strong sun protection.

“We’re excited to have Sofia Richie Grainge as the face of our Rio Radiance SPF 50 collection launch campaign, ‘Sunscreen Worthy of Your Skin’,” said Heela Yang, CEO & Co-Founder of Sol de Janeiro, which forms part of the L’Occitane International group of beauty brands.

“Sofia embodies our belief in head-to-toe body care and our mission to spread joy and self-celebration worldwide. With the Rio Radiance SPF 50 Collection, we’re ushering in a new era for our brand, highlighting how everyone deserves sunscreen that not only protects and nourishes the skin but also gives an all-over glow.”

In its most recent trading update, L’Occitane International recorded an 18.9% growth in the first nine months of the 2023-24 fiscal year, driven by the excellent performance of Sol de Janeiro, bought by the group in 2021.