fbpixel Rosa Charmosa NYC Launch Event Case Study | MG Empower
Sol de Janeiro Rosa Charmosa Launch Sol de Janeiro Rosa Charmosa Launch
Sol de Janeiro Rosa Charmosa Launch
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#Juicy.Dewy.Obsessed

Bringing the Rosa franchise to life through a global sensorial playbook and a press experience.

To deepen understanding of the Rosa Franchise and elevate the storytelling behind Rosa Charmosa Dewy Cream and Cheirosa 91 Mist, we developed a global sensorial playbook that translated the franchise’s “dewy, juicy, obsessed” identity into a multi-sensory journey. This strategic foundation then guided the creation of a refined, intimate press experience at Majesty’s Pleasure in NYC, where key media explored the science, textures, and emotional resonance of Rosa through immersive education, ingredient-led rituals, and sensorial discovery. The result was a memorable, tactile encounter that brought the playbook to life and strengthened editorial interest around the products.

Objective.

Develop a strategy-led framework for introducing the new Rosa Charmosa Dewy Cream and the wider Rosa Franchise to press and media, starting with the creation of a global sensorial playbook that defines the educational pillars, narrative structure, and experience foundations for all markets. Using this strategy, deliver a focused, high-impact press event in NYC that applies the playbook in practice, giving media a clear, memorable understanding of the franchise and supporting strong editorial coverage around the launch.

 

 

 

 

Objective.
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Creative.

Using the global sensorial playbook as the foundation, we built the Rosa experience into the existing aesthetic of Majesty’s Pleasure, a space whose soft, modern design naturally aligned with the franchise’s dewy, hydration-forward identity. Rather than transforming the venue, we layered in Rosa-led moments through ingredient plinths, branded touchpoints, curated florals, and sensorial setups that supported the educational flow. Guided by the playbook structure, the three-hour journey combined an intimate ingredient immersion session with a mindset-led Hype Ritual, followed by small-group rotations through two hero sensorial moments: a molecular gastronomy tasting inspired by key ingredients, and the Rosa Glow Hand Ritual, featuring warm infusions, hydration treatments, and a Cheirosa 91 finale spritz. Every touchpoint was built to make the franchise tangible through concise, tactile storytelling rooted in the space.

Results.

Results.

The Rosa sensorial playbook established a scalable global framework for future franchise activations, empowering markets to deliver cohesive, immersive experiences with consistent storytelling and touchpoints. The NYC press event brought this playbook to life for 20 top-tier media, generating strong editorial enthusiasm and deeper comprehension of the Rosa Franchise’s ingredients and benefits. Guests praised the uniqueness of the molecular tasting, the emotional impact of the Hype Ritual, and the clarity of the educational narrative, resulting in increased media interest, improved retention of product benefits, and a high-quality wave of organic content that reinforced Sol de Janeiro’s leadership in sensorial body care storytelling.

 

 

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