Sol de Janeiro is kicking off its first pop-ups.

As a part of promotions of the Bum Bum Body Firmeza Oil, the body and hair care brand is unveiling pop-ups in Recent York and Los Angeles. The previous will open its doors from Friday to Feb. 21, while the latter will happen Saturday.

The activations are part of a bigger technique to capitalize on brick-and-mortar traffic. We’ve built a number of awareness with increasingly consumers, and we would like to begin engaging with our consumers in person,” said Anne Talley, the brand’s general manager, Americas. “Consumers are coming into the stores, and we had incredible growth in brick-and-mortar this yr.”

The pop-up may also teach shoppers a lymphatic drainage protocol on themselves. The Recent York iteration shall be freestanding in SoHo, and the Los Angeles location will direct them to the Sephora storefront in The Grove as the closest point of sale.

“Sephora has been a partner with us for the reason that starting of this brand, so we’re blissful to do that at the side of them,” Talley said.

Bum Bum Firmeza Body Oil is the newest addition to Sol’s hero franchise, and likewise includes the signature scent that already spawned a fragrance mist — one other hot category for the brand.

Talley added that the brand has been “on fire,” due to a sturdy innovation pipeline. “We’re having amazing results since it’s resonating so well with consumers. We actually expanded our product line this yr, and individuals are coming in — we have now a terrific resonance with younger consumers.”