• by Sarah Mahoney , Yesterday

Sol de Janeiro is the latest beauty brand to use happiness and mental health as a sales hook. And while the idea is familiar -- push back against perfection, soften self-talk, and redefine confidence -- the new campaign finds a fresher way in, blending Brazilian sunshine vibes, a wink at January resolution fatigue, and a Galentine’s Day sensibility.

Themed “Inner Monologue, Rewritten,” the campaign stars actors Meg (“Hacks”)  Stalter and Jaz (“Gen V”) Sinclair  andinvites its audience to push away that negative self-talk and to instead work on self-celebration. 

Now owned by L’Occitane, Sol de Janeiro’s name translates to "Sun of January," and imagery draws heavily on the warmth, light, and joy from the height of Brazilian summer, at a time when most Northerners are dreading dark nights and dreary parkas. And the company says it hopes to reframe January not as a month of self-correction but as a moment for “warmth, humor, and self-celebration.”

Sol de Janeiro, sold at Sephora and on its own website, says the campaign is launching with focuses on Rosa Charmosa Dewy Cream and Cheirosa 91 Perfume Mist, but also spotlights the brand's full body-care portfolio.

"We wanted to make beauty feel emotional again," said Jordan Saxemard, Global Chief Marketing & Digital Officer of Sol de Janeiro, in the announcement. "Meg brings laughter, Jaz brings light, and together they show that confidence can sound as good as it looks. This campaign takes what is often silent, the way we talk to ourselves, and turns it into something loud, funny, and beautiful."

In an email to Marketing Daily, Saxemard said the campaign is running across Sephora’s Retail Media Network, supported by a full-funnel mix that includes social platforms Meta, Snapchat, Pinterest, Reddit and TikTok, in online videos on YouTube, and CTV. The brand is also amplifying the launch through a custom content partnership with Betches, and beauty and lifestyle influencer partnerships.

The in-house-created campaign is set to run through May.