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When Sol de Janeiro announced it would be discontinuing its Cheirosa 39 scent in 2023, fans did not hide their disappointment. Devotees of the scent, which was originally launched in 2019 as Coco Cabana along with an accompanying body cream, started Change.org petitions. A jumbo-sized bottle of the body mist sold on eBay for $349.99 in April. Two years after it was first discontinued, the Cheirosa 39 scent is back. For now.
“The ‘39 club’ was a slow build. But it got to the point where, every day, my social team would be like, ‘There are more comments.’ And then we saw petitions,” said Tamera Ferro, CMO at Sol de Janeiro. “We just felt like, ‘OK, we’re getting so many people asking for it, and really there is a gap there. So let’s bring it back. Let’s give the people what they want.’”
The relaunched Cheirosa 39 scent will be available at Ulta, Sephora and Sol de Janeiro’s DTC platforms for a limited time beginning June 15. Fans can snag a bottle for just $25, rather than bidding $300 and up. As of Friday, there were already 48,000 people on the waitlist for the official launch. Ferro stated the rerelease has not reformulated on the original scent, which was inspired by the debut of Brazilian icon Carmen Miranda’s fruit headpiece in 1939.
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