ICE Beauty Group: Sol de Janeiro

The collaboration between Trickle and ICE Beauty Group started in 2024, with a focus on driving brand awareness through strategic activations across a selection of ICE Beauty Group’s portfolio brands, including Bulldog, Revitalash, Kora Organics, and Sol de Janeiro.

By combining broad reach with high engagement among carefully defined target audiences, Trickle’s campaigns drove measurable increases in both product interest and sales.

In the fall of 2025, a larger-scale campaign was launched for Sol de Janeiro. This campaign not only encapsulated the core of what ICE Beauty Group does, but also required Trickle to do what we do best. That being, full funnel marketing that maximises results based on your marketing budget

The primary goal of the Sol de Janeiro campaign was to build brand awareness and boost interest in the Sol de Janeiro “Body Badalada” lotion – across the Nordics, amongst young women with a beauty interest, throughout a four week period. Secondly, the campaign aimed to drive sales through re-sellers websites on each individual market.

The keyword here is “re-sellers”. As ICE Beauty Group is a distributor the campaign re-directed users to re-seller websites, meaning tracking of conversions was not possible. Thus, optimizing towards conversion was not an option – and instead the campaigns were optimised for awareness and traffic in order to boost sales indirectly.

• In terms of content, influencer generated content was the crown jewel of this campaign. As this content was initially published on Instagram, by local creators on each market, Meta became the primary platform. This allowed us to boost original content, creating strong ties to each creator and enabling the campaign to truly tap into niche audience segments within each market.
• The target audience was young women with a beauty interest (18-40), but it was requested that the youngest segment be prioritized. Thus, Snapchat was added as a complementary channel, in order to guarantee particularly high visibility towards young women aged 18-30. With a somewhat limited budget, it was also decided to only use this additional channel on prioritised markets – Sweden and Norway.
• A combination of brand generated content and influencer generated content was used, in order to provide the algorithm with creative width and opportunity. By testing different types of content throughout the customer journey, the campaign was optimized towards driving clicks and engagement.
• Retargeting groups became key to building brand awareness through a boosted frequency, and they were also used to move the target group further down the funnel. For example, presenting users familiar with the brand with different types of content, was a successful strategy that not only boosted further curiosity but also prevented ad-fatigue and secured high CTR rates.