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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. Commissioned by Channel 4 and produced by Curly Media, the series is scheduled to debut on the broadcaster’s TikTok, YouTube and Meta platforms from 24 October. The report does not specify episode lengths or a release schedule beyond the debut date.
Sol de Janeiro and UK broadcaster Channel 4 are launching The Guest List, a five-part branded micro drama promoting the beauty brand’s new Intense Perfume Mists. Commissioned by Channel 4 and produced by Curly Media, the series is due to begin on 24 October across Channel 4’s TikTok, YouTube and Meta social platforms.
The series follows a group of young women whose stories touch on career dilemmas, new crushes and getting ready for a night out. The brand says the plot will unfold partly through the characters’ group chat, using friendship and everyday exchanges as the narrative frame. Sol de Janeiro described the project as a story about friendship, confidence, self-expression and the challenges of young adulthood.
The cast includes British actresses Deba Hekmat and Jadesola Odunjo, alongside emerging performers Mia Ito Smith and Felicity Ali. The characters are intended to reflect the fragrances in the new collection, which includes Cheirosa 62, Cheirosa 59, Cheirosa 91 and Cheirosa 74. The collection’s richer scents were released in August, according to the report.
Cheirosa 74 is the new fragrance in the group. Sol de Janeiro describes it as a golden gourmand with notes of ripe pineapple, orange flower and a solar ambery accord. The company said the drama is intended to create a more immersive way for audiences to discover the fragrances; that is the brand’s stated aim, rather than an independently measured outcome.
The project brings a beauty brand into short-form scripted entertainment rather than relying only on conventional product-focused advertising. For Sol de Janeiro, the format offers a way to place its fragrances within characters and situations, while Channel 4 extends its commissioning work onto platforms where audiences watch social video.
Channel 4 called the project its first branded micro drama. That makes the commission a test of how the broadcaster can work with a commercial partner on a narrative series designed for social platforms. The source report does not provide budget, audience targets or performance measures, so the scale of the campaign and its commercial impact cannot yet be assessed.
The approach also reflects beauty companies’ growing use of entertainment formats to reach younger audiences. In this case, the broadcaster and brand are presenting a scripted story, but the series is explicitly connected to a product launch. Viewers can therefore expect brand integration, even as the campaign aims to foreground its characters and storylines.
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A Fragrance Campaign in Episodes
The Guest List is tied to Sol de Janeiro’s Intense Perfume Mists, a collection of four fragrances released in August. The report identifies Cheirosa 62, Cheirosa 59 and Cheirosa 91 as part of the collection, with Cheirosa 74 described as the new addition. The series is not presented as a general Channel 4 drama independent of the brand: it is a branded campaign developed in collaboration with Sol de Janeiro.
The project brings together three parties with distinct roles: Channel 4 commissioned the series, Curly Media is producing it, and Sol de Janeiro is the brand partner. Channel 4’s social accounts are the stated distribution platforms. The source report gives no further information about whether the drama will also appear on the broadcaster’s television channels or streaming service.
The campaign’s premise centres on young women’s friendships and daily lives, with the brand describing the tone as intimate and character-led. The stated themes and plot details come from Sol de Janeiro’s announcement; the report does not include episode summaries or independent creative materials that would provide more detail about the finished series.
““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 and consumer engagement for the UK and Ireland
Release Plan and Audience Still Unknown
The source report gives a 24 October debut date but does not state the year, the time of release, or whether all five episodes will be published together or over several days or weeks. It also does not specify each episode’s length, whether the platforms will carry identical edits, or whether the series will be available outside the UK.
No budget, paid-media plan, audience forecast or results are provided. The report also does not explain how prominently the fragrances will appear within the episodes or whether viewers will be directed to product pages. Sol de Janeiro’s claims about emotional connection and fragrance discovery are campaign objectives, not reported findings.
The Series Begins on 24 October
The next confirmed milestone is the planned 24 October launch on Channel 4’s TikTok, YouTube and Meta social platforms. The broadcaster, producer and brand may provide episode details or a fuller rollout schedule closer to release, but the source report does not confirm further announcements.
After publication, audience response and any reported campaign results would help show whether the series reaches viewers beyond existing Sol de Janeiro customers. No metrics or evaluation plan have been announced in the material provided, so its performance and effect on fragrance discovery remain to be seen.
Key Questions
What is The Guest List?
The Guest List is a five-part branded micro drama created for Sol de Janeiro with UK broadcaster Channel 4. Its story follows a group of young women through friendship, work decisions, new crushes and preparations for a night out.
When and where will it be released?
The series is scheduled to debut on 24 October on Channel 4’s TikTok, YouTube and Meta social platforms. The source report does not state the year or give a full episode-release schedule.
Which Sol de Janeiro fragrances does the series promote?
The campaign is tied to the brand’s Intense Perfume Mists: Cheirosa 62, Cheirosa 59, Cheirosa 91 and Cheirosa 74. The report describes Cheirosa 74 as a new golden gourmand scent with ripe pineapple, orange flower and a solar ambery accord.
Who is making the series?
Channel 4 commissioned the series, and Curly Media is producing it in collaboration with Sol de Janeiro. The cast includes Deba Hekmat, Jadesola Odunjo, Mia Ito Smith and Felicity Ali.
What has not been announced?
The report does not give episode lengths, a detailed release timetable, a budget or expected audience figures. It also does not say whether the series will be available beyond Channel 4’s social accounts or publish results that would show its effect on product discovery.
Source: rss
