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DermFriends | From Meme to Market➡️ How Sol de Janeiro Hopped on the Viral 6-7 trend and Launched a Fragrance in 3 weeks

DermFriends | From Meme to Market➡️ How Sol de Janeiro Hopped on the Viral 6-7 trend and Launched a Fragrance in 3 weeks

Skincare News | TikTok & Instagram Trends | Skincare Bestsellers

Heather Woolery-Lloyd
December 05, 2025

Sol de Janeiro jumped on the "6-7" Trend with viral speed and launched a new fragrance. Here’s a quick summary:

What is the "6-7" trend? This viral Gen Alpha/Z slang originated from the 2024 rap song "Doot Doot (6 7)" by Skrilla, which was frequently edited over clips of NBA player LaMelo Ball (who is 6'7")6️⃣7️⃣
Intentionally nonsensical, the slang “6-7” is used as a vague response, a rating for something average ("mid"), or a random interjection to confuse others who aren’t in on the joke🤨
Sol de Janeiro tapped into the trend by rapidly developing a limited-edition fragrance, Cheirosa 67, explicitly created to meet fan demand✨
In a massive deviation from traditional beauty R&D timelines, the product was developed and launched in under three weeks🗓️
The fragrance is described as a "playful-but-polished" Fruity Amber blend, featuring notes of mango juice, pear nectar, and amber woods intended to be "unmistakably Sol"🥭
Leveraging scarcity and "drop culture," the brand launched the new scent exclusively on their site and TikTok Shop. The result was a 14,000+ person waitlist and over 15,000 bottles sold in the first 48 hours🔥

The National Advertising Division (NAD) of the BBB National Programs reviewed the top five beauty advertising cases of 2025. Here’s a quick summary:

Who is the NAD? The National Advertising Division (part of BBB National Programs) is the ad industry’s independent watchdog that evaluates the truthfulness of national advertising claims. Cases usually stem from competitor challenges or routine monitoring, leading to a scientific review and recommendations to modify or discontinue claims.

The Top 5 Cases Summary:

Huda Beauty voluntarily discontinued claims that its Easy Bake Setting Spray was the "strongest setting spray ever" after a competitor challenge, highlighting that comparative claims require rigorous evidence🔍
Solawave was required to remove claims that its skincare wand delivered "professional dermatology results," as a 30-day consumer perception test was deemed insufficient to support the efficacy claims🔬
SBLA Beauty had to discontinue claims suggesting its Eye Lift Wand provided results comparable to a surgical eyelift 👀
NuOrganic The NAD challenged content from a teen TikTok Shop affiliate who promised 'lash growth' from its eyelash serum. They ruled that NuOrganic’s clinical data only supported cosmetic benefits like conditioning and reducing breakage. Additionally, NAD emphasized that influencers—especially those targeting teens—must more clearly disclose financial connections📣
Bubble Beauty In a joint decision with the Children’s Advertising Review Unit, regulators agreed Bubble's products are safe for young skin but recommended removing specific efficacy claims. The board ruled that Bubble cannot promise their products work for children based on clinical studies conducted on adults🧴
The Takeaway: All five of these top cases involved claims made or amplified by creators, reinforcing that influencer content is held to the same strict evidentiary standards as traditional brand advertising.⚖️

Meta gave some new advice for brand engagement. Here is how you can incorporate these tips as a creator🆕

Speed matters: Showing the brand and message within the first 5 seconds makes the ad 1.7x more likely to drive high purchase intent⏱️
Repetition is key: Visual branding shown multiple times (dynamic branding) creates a 1.8x higher likelihood of top-tier purchase intent🔁
Audio is critical: Music + Speech: Increases brand interest potential by 2.0x🎶
In addition, delivering the message via both text/visuals and audio (Say it out loud) boosts brand interest potential by 1.8x🗣️
Relatability sells: Using "Slice of Life" content (everyday activities) boosts purchase intent potential by 1.5x🚶🏽‍♀️