Sol de Janeiro is expanding into the sun care market and has partnered with influencer Sofia Richie Grainge to promote its new range.
The American model is the face of the Brazilian body care brand’s Rio Radiance SPF 50 Sunscreen collection and complementary 'Sunscreen Worthy of Your Skin' campaign.
The aim of the multimedia campaign and product collection is to “address diverse sun protection needs”, read a statement from the brand.
The three-piece Rio Radiance SPF 50 Sunscreen collection comprises Rio Radiance SPF 50 Body Lotion, Rio Radiance SPF 50 Body Spray and Rio Radiance SPF 50 Body Oil.
Sol de Janeiro, which is known for its Brazilian Bum Bum Cream, has moved into sunscreen to usher in “a new era for our brand”, said CEO and co-founder Heela Yang.
Yang said the launch is “highlighting how everyone deserves sunscreen that not only protects and nourishes the skin but also gives an all-over glow”.
Sol de Janeiro's Rio Radiance SPF 50 Sunscreen Collection
Richie Grainge was chosen as the face because she “embodies our belief in head-to-toe body care and our mission to spread joy and self-celebration worldwide,” added Yang.
Richie Grainge said she is “delighted” to be working with Sol De Janeiro as it breaks into a new category.
“Working with the brand feels natural to me as Sol de Janeiro’s mission of self-celebration aligns with what I share with my community,” said Richie Grainge.
“I love how the campaign and the Rio Radiance SPF 50 collection promote both skin protection and beauty.”
The Rio Radiance SPF 50 Sunscreen collection launches into the UK via e-tailer Cult Beauty on 19 April.
Richie Grainge is expanding her reach in the beauty industry, having recently been appointed Global Brand Partner for dermatological brand SkinCeuticals.
She was also named an ambassador for hair care brand K18 last year, starring in the brand’s first television advert.
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