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Sol de Janeiro and Channel 4 are launching The Guest List, a five-part branded micro drama tied to the fragrance brand’s Intense Perfume Mists. The series, commissioned by Channel 4 and produced by Curly Media, is scheduled to debut on the broadcaster’s TikTok, YouTube and Meta platforms from 24 October.
Sol de Janeiro is launching The Guest List, a five-part branded micro drama commissioned by UK broadcaster Channel 4 to support the fragrance brand’s Intense Perfume Mists. The series is scheduled to debut on Channel 4’s TikTok, YouTube and Meta platforms from 24 October, bringing a scripted, character-led format to the brand’s campaign.
Channel 4 commissioned the series, which is being produced by Curly Media. Its cast includes British actresses Deba Hekmat and Jadesola Odunjo, alongside emerging performers Mia Ito Smith and Felicity Ali. The source report does not provide episode lengths or a release schedule beyond the start date.
The story follows a group of young women through career dilemmas, new crushes and preparations for a night out. The characters’ lives are also told through their group chat, according to the brand’s statement. Sol de Janeiro describes the series as a story about friendship, confidence and self-expression, as well as the pressures and pleasures of being young.
The campaign is linked to the brand’s Intense Perfume Mists, a collection of richer scents released in August, according to the report. It includes Cheirosa 62, Cheirosa 59 and Cheirosa 91, as well as Cheirosa 74, which the brand describes as a golden gourmand scent with ripe pineapple, orange flower and a solar ambery accord.
The project puts scripted entertainment at the centre of a fragrance campaign, rather than relying only on conventional product-focused advertising. Sol de Janeiro says the format is intended to build emotional connections and make fragrance discovery more immersive; those are the brand’s stated aims, not independently measured results.
For Channel 4, the commission is also a step into branded micro drama. Digital Commissioning Executive Ameenah Taher called it the broadcaster’s first branded micro drama foray, describing the project as character-led and focused on a diverse group of young women. The partnership brings together a broadcaster, production company and consumer brand around a series designed for social platforms.
The announcement reflects a marketing approach in which brands commission stories that can hold attention as entertainment while also associating characters and moods with products. Whether viewers will watch the episodes as a drama, a promotion or both—and whether the format will affect interest in the perfumes—has not been established.
Sol de Janeiro Cheirosa 74 perfume mist
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The Fragrance Campaign Behind the Series
The Guest List is attached to Sol de Janeiro’s newer, richer perfume mist collection, which the source report says was released in August. The four named scents connect the story to a specific product range, with the newly introduced Cheirosa 74 described by the brand through its pineapple, orange flower and ambery notes.
The announcement comes amid wider experimentation by beauty brands with entertainment-led social content. The report cites other beauty companies producing social series and screen-related collaborations, but supplies no audience or sales data that would allow comparison with those campaigns. The relevant distinction here is that Channel 4 commissioned the series, while Curly Media is producing it and Sol de Janeiro is the brand partner.
““The Guest List is our chance to challenge what beauty content can be.””
— Rebecca Pollard, Sol de Janeiro’s director of marketing and consumer engagement for the UK and Ireland
Intense Perfume Mists Sol de Janeiro
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Release Details and Audience Response
The source report gives 24 October as the debut date but does not specify the year, episode-by-episode release timing, episode length or whether all five instalments will appear at once. It also does not provide details on the series’ availability outside Channel 4’s named social platforms.
No viewership targets, campaign budget, audience research or sales measures are reported. The brand’s claims about emotional connection and fragrance discovery remain stated intentions; it is not yet possible to assess their impact. The report also does not describe how prominently the perfumes will appear within the episodes.
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The next stated milestone is the series’ planned launch on Channel 4’s TikTok, YouTube and Meta platforms from 24 October. Viewers can then see how the five-part story is released and how the fragrance campaign is incorporated into its plot and group-chat format.
Further details that would clarify the project include the year attached to the launch date, the episode schedule and any audience or campaign results. None are included in the source report, so the performance of the series and its effect on awareness or sales remain unknown.
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Key Questions
What is The Guest List?
The Guest List is a five-part branded micro drama made for Sol de Janeiro in partnership with Channel 4. It follows a group of young women through friendship, work dilemmas, crushes and getting ready for a night out.
When and where will it be released?
The series is scheduled to debut from 24 October on Channel 4’s TikTok, YouTube and Meta platforms. The source report does not state the year or give a detailed release schedule.
Who made the series?
Channel 4 commissioned the series and Curly Media is producing it. The cast includes Deba Hekmat, Jadesola Odunjo, Mia Ito Smith and Felicity Ali.
Which Sol de Janeiro products is the campaign promoting?
The campaign is linked to the brand’s Intense Perfume Mists: Cheirosa 62, Cheirosa 59, Cheirosa 91 and Cheirosa 74. The report says the collection was released in August.
Has the series’ commercial impact been reported?
No. The source describes Sol de Janeiro’s aims for the campaign but provides no audience, sales or campaign-performance data. Its effect on viewers or product sales is not yet known.
Source: rss
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