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The Casa Cheirosa experience brought nearly 12,000 festival goers and distributed over 11,000 fragrance samples.
April 23, 2025
By: Rachel Klemovitch
Assistant Editor
Sol de Janeiro concluded its debut dual-weekend activation as Coachella’s first-ever official fragrance partner.
Casa Cheirosa, the brand’s immersive, Brazilian beach-inspired experience, welcomed nearly 12,000 festival-goers over both weekends, offering a transportive scent journey steps away from the main stage.
This milestone event coincided with Sol de Janeiro’s 10th anniversary and reflects the brand’s evolution from cult-favorite body care to category-defining fragrance leader.
Guests lined up across the courtyard during peak afternoon and early evening hours to explore fragrance “portals,” build personalized survival kits, and experience the sensorial world of Sol.
During Coachella, Sol de Janeiro distributed over 11,000 fragrance mist samples and hosted surprise appearances from talents such as Jake Shane.
A key Coachella moment for the brand included a behind-the-scenes from celebrity stylist Sarah Tanno, who prepped Lady Gaga for her performance using a scent menu featuring Beija Flor Elasti-Cream.
Throughout Coachella, the brand also held real-time and post-festival social and influencer amplification, limited-edition Sephora + Amazon bundles, and sampling throughout Surf Club and in-market digital integrations.
Why Sol de Janeiro Earned the Title of ‘Beauty Company of the Year: Excellence in Packaging’
Sol de Janeiro Debuts New Limited-Edition Scents
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