L’Occitane-owned Sol de Janeiro’s Sales Expected to Reach $1 Billion, Despite Controversy Over Marketing to Young Children
In a surprising turn of events, the Brazilian body care brand Sol de Janeiro, known for its popular Brazilian Bum Bum Cream, has been acquired by French retailer L’Occitane. The company’s sales are projected to hit $1 billion this fiscal year, thanks in part to the success of their sweet-scented products listed as best sellers on Sephora’s website.
Sol de Janeiro has capitalized on the popularity of their Brazilian Bum Bum Cream by expanding their product line with more scents and colorful packaging. However, the brand has faced criticism for marketing to young children, with concerns raised about the use of terms like “firming” and “tightening” on their products.
One mother, Rachel Azzolini from Louisville, Ky., shared her experience of her 5-year-old daughter being drawn to Sol de Janeiro’s products due to their bright packaging and fruity scents. Despite initial concerns about the use of retinol-mimicking ingredients in the Elasti-Cream, Azzolini allowed her daughter to use the product after confirming it did not contain retinol.
While some may question the appropriateness of young children engaging with beauty products, Azzolini believes it’s all in good fun and supports her daughter’s interest in skincare. However, experts like Charlotte H. Markey, a psychology professor at Rutgers University, warn of a concerning trend of young people becoming more preoccupied with their appearance at an early age.
As Sol de Janeiro continues to grow in popularity and sales, the debate over marketing to young consumers and the impact on body image is likely to persist.
