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Sol de Janeiro and Channel 4 are launching The Guest List, a five-part branded micro drama commissioned by the broadcaster and produced by Curly Media. It will appear on Channel 4’s TikTok, YouTube and Meta platforms from 24 October, promoting the fragrance brand’s Intense Perfume Mists.
Sol de Janeiro is partnering with UK broadcaster Channel 4 on a five-part branded micro drama, The Guest List, to promote the fragrance brand’s Intense Perfume Mists. Commissioned by Channel 4 and produced by Curly Media, the series is due to debut on the broadcaster’s TikTok, YouTube and Meta social platforms from 24 October.
The series features British actresses Deba Hekmat and Jadesola Odunjo, alongside emerging performers Mia Ito Smith and Felicity Ali. According to Sol de Janeiro’s statement, its story follows a group of young women as they navigate friendship, ambition, career dilemmas, new crushes and preparations for a night out. Their lives are told partly through a group chat, a format the brand says is intended to reflect contemporary social connections.
The campaign is tied to the brand’s Intense Perfume Mists, a collection of richer scents released in August. The characters are designed to represent the fragrances: Cheirosa 62, Cheirosa 59, Cheirosa 91 and Cheirosa 74. The company describes Cheirosa 74 as a golden gourmand scent with notes of ripe pineapple, orange flower and a solar ambery accord.
Sol de Janeiro says the project uses character-led storytelling to build emotional connections with consumers and make fragrance discovery more immersive. That description reflects the brand’s stated aim; the source report provides no audience research or results showing how viewers respond to the series.
A Fragrance Campaign in Episodic Form
The project puts a beauty brand inside a short-form entertainment format, with the product campaign carried through a fictional story rather than presented only as conventional advertising. For viewers, the series offers a narrative built around relationships and everyday decisions while associating characters with specific fragrances. For Sol de Janeiro, the stated goal is to connect product discovery with a story and themes of confidence and friendship.
The commissioning also marks a new step for Channel 4’s branded content work. Digital Commissioning Executive Ameenah Taher called it the broadcaster’s first branded micro drama foray into the format. The announcement gives no information about the budget, commercial terms, expected reach or how success will be measured, so the scale of the partnership and its business impact remain unknown.
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Four Scents Shape the Story
The series is linked to a collection launched in August, according to the source report. Three named scents—Cheirosa 62, Cheirosa 59 and Cheirosa 91—appear alongside Cheirosa 74, which the brand identifies as a new addition. The source does not give the August release year, and the announcement does not detail how each character or plotline maps to an individual fragrance.
Channel 4’s platforms are the planned distribution points: TikTok, YouTube and Meta social channels. The source describes the episodes as a five-part micro drama but does not state their length, release schedule after the premiere, or whether they will be available on Channel 4’s other services. The short-form and social distribution are central details of the announcement, but do not by themselves establish how many people will watch.
““We wanted to be a part of creating something unexpected, culturally relevant and made for the world our community actually lives in.””
— Rebecca Pollard, Sol de Janeiro’s Director of Marketing & Consumer Engagement for the UK and Ireland
Release Details Still Unspecified
The announcement sets 24 October as the debut date, but the source report does not specify the year. It also does not say how often the five episodes will appear, how long they will run, or whether all three named platform groups will carry every episode. Further release details are still unclear.
No viewing targets, campaign budget, sales goals or audience response data are given. The project’s commercial effect on sales of the Intense Perfume Mists cannot be assessed from the announcement. The source also does not describe any paid media support or explain whether the series will be available outside Channel 4’s social platforms.
The next announced milestone is the series debut on Channel 4’s TikTok, YouTube and Meta platforms from 24 October. Viewers will be able to see how the five-part story presents its characters and the four named fragrances. The source does not provide episode-by-episode dates or confirm any further distribution plans.
After release, information about viewership, audience response and the campaign’s effect on fragrance discovery or sales could clarify how the partnership performed. No such results or follow-up reporting dates have been announced in the source material.
Key Questions
What is The Guest List?
The Guest List is a five-part branded micro drama commissioned by Channel 4 and produced by Curly Media for Sol de Janeiro. Its story follows a group of young women through friendship, career questions, crushes and plans 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 social platforms. The source report does not specify the year or give a release schedule for later episodes.
Which fragrances feature in the campaign?
The campaign promotes Cheirosa 62, Cheirosa 59, Cheirosa 91 and Cheirosa 74, part of Sol de Janeiro’s Intense Perfume Mists collection. The brand describes Cheirosa 74 as having ripe pineapple, orange flower and a solar ambery accord.
Who appears in the series?
The cast named in the announcement includes British actresses Deba Hekmat and Jadesola Odunjo, plus Mia Ito Smith and Felicity Ali.
Source: rss
