Sol de Janeiro is getting on the microdrama trend. In partnership with Channel 4, the fragrance brand is launching “The Guest List,” a five-part vertical series to promote their new Intense Perfume Mists. The story follows four friends in their twenties—Amaka, Aisha, Bella, and Mika, each character representing a different fragrance—as they navigate life in London, from career dilemmas and new crushes to getting ready for a night out. And it’s told through their group chat as the series intends to capture “modern womanhood.” (Sound like another TikTok show?) The series will roll out across Channel 4’s social channels in the U.K. starting this Saturday. It’s yet another example of brands turning to microdramas to move beyond traditional ads and connect with younger audiences through the kinds of stories they already enjoy watching, but with the added reach of a major broadcaster. (Cosmetic Business, Channel 4)
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