#United States #Sol de Janeiro #Cheirosa perfume #Indio #Coachella 2025

Sol de Janeiro Partners with Coachella

In a groundbreaking move, Sol de Janeiro, a celebrated beauty brand that embodies the spirit of Brazilian culture, has been appointed as Coachella's exclusive sponsor for fragrance and body care for the 2025 festival. This initiative marks the festival's first official fragrance partnership, reflecting Sol de Janeiro's rising influence in the beauty industry and its dedication to creating an immersive sensory experience.

A Cultural Milestone

As Sol de Janeiro celebrates its 10th anniversary, this collaboration not only underscores the brand's status but also captures its ethos of self-celebration and community. The Coachella festival, known for its vibrant cultural representation, offers a unique platform where scent, traditionally confined to personal use, becomes a shared experience among festival-goers. The brand intends to highlight the emotional connections fostered by fragrance, which has always been at the core of Sol de Janeiro’s philosophy.

Heela Yang, the CEO and Co-Founder of Sol de Janeiro, stated, “We’ve never followed category conventions. Coachella gives us an incredible stage to show what fragrance can do when it moves beyond the bottle and transforms into a cultural experience.”

Casa Cheirosa: A Sensory Playground

At the heart of this partnership will be Casa Cheirosa, an innovative 30x30-foot installation designed in collaboration with the experiential agency MKG. This enchanting oasis, intended as a sanctuary for festival attendees, will allow visitors to rejuvenate while exploring various sensory experiences. The installation features six distinct zones, where attendees can engage with the Cheirosa Perfume Mist collection through interactive scent experiences and personalized layering rituals.

The journey through Casa Cheirosa celebrates various scent experiences—from initial attraction to lasting impressions—showcasing favorites like the beloved Cheirosa 62, a fragrance inspired by the radiant warmth of 1960s Brazil. An exciting addition includes a mini music video area where attendees can capture their festival moments, capturing the essence of joy and energy.

Innovative Design and Engagement

The festival will also feature artistic reinterpretations of Rio’s iconic orelhões, or public phone booths, transformed into scent portals adorned with original artwork. Each booth represents a different Cheirosa Perfume Mist, highlighting the brand's playful yet meaningful approach to fragrance. This sustainable initiative, first introduced at Art Basel, has now been tailored for Coachella, aiming to create memorable interactions with festival-goers.

Additional attractions at Casa Cheirosa will include ambient scent zones, a lounge with live DJ performances, and a House Sampling Bar. Here, attendees can receive mini mists and charm keychains, along with samples of deluxe body cream. To further immerse guests in the spirit of the festival, refreshing juice inspired by the new Sephora-exclusive limited-edition scents will be available from 2–6 pm.

A Multifaceted Experience

Anne Talley, the Regional President for Sol de Janeiro in the Americas, emphasized the importance of this partnership, stating, “Fragrance is a powerful form of self-expression. It’s part of our DNA at Sol de Janeiro, and this partnership is the embodiment of that.” The collaboration with Coachella represents a unique chance for Sol de Janeiro to elevate the cultural significance of scent beyond traditional boundaries.

The brand's full-scale campaign will extend beyond the festival, encompassing retail and digital channels. Coachella-themed exclusive bundles will be available on their website and at retailers like Amazon and Sephora, ensuring that the experience resonates with consumers long after the festival concludes. In-store promotions and activations at Sephora locations in Palm Desert and Palm Springs during both weekends of Coachella will also provide further engagement opportunities.

Conclusion

As Coachella approaches on April 11-13 and April 18-20, 2025, attendees can look forward to a vibrant and immersive experience with Sol de Janeiro. This collaboration not only symbolizes the brand’s commitment to cultural connection but also sets a new standard for fragrance interactions at major events. With a community spanning across generations and regions, Sol de Janeiro’s presence at Coachella promises to be a celebration of beauty, self-expression, and the deep-rooted connections that scents can create.