Sol de Janeiro

For the launch of Sol de Janeiro's Rosa Charmosa franchise, I built a campaign that positioned the product as a mood and identity shift — not a skincare step — using Betches' most culturally resonant hooks: everything shower resets, single-girl confidence, and self-prioritization.

The "single and thrilled about it" carousel became the campaign's breakout moment. In beauty, saves are the metric that signals genuine purchase consideration — someone bookmarking a product to return to — and this campaign drove saves at 10.6x above benchmark, which is the number that matters most.

Stats:

• 7.9M Impressions (26% above plan)

• 145K+ Total Engagements

• 1.84% engagement rate

• 10.6x saves above benchmark

• 5x more organic likes and 4.8x more organic shares than benchmarks