Sol de Janeiro has launched a limited edition fragrance based on the viral ‘67’ TikTok trend due to “fan-driven” demand.
The Brazilian beauty brand has jumped headfirst into the internet’s latest obsession with the phrase ‘67’ – which has gained popularity among Gen Alpha – with Cheirosa 67, a scent said to be a celebration of the internet, its fans and the playful spirit of the brand.
Sol de Janeiro’s Cheirosa 67 was created due to consumer demand and sold out in “roughly 24 hours”, Heela Yang, CEO and co-founder of L’Occitane-owned Sol de Janeiro, told Cosmetics Business – which is faster than any fragrance launch in the brand’s history.
“Our fans strongly guide our creativity. When the ‘67’ trend went viral, they immediately pulled us into the conversation and jokingly asked if we would ever make a ‘67’ fragrance,” said Yang.
“The response was so overwhelmingly enthusiastic that it became clear this was not just a trend or moment in time, but a cultural movement they wanted us to
Not yet a Subscriber?
This is a small extract of the full article which is available ONLY to premium content subscribers. Click below to get premium content on Cosmetics Business.
Subscribe now Already a subscriber? Sign in here.