L’Occitane Group has partnered with China Duty Free Group (CDFG) to open a L’Occitane Hotel pop-up at the CDF International Duty Free Complex in Sanya, Hainan.
The location is the first within both global travel retail and the China domestic market to host the brand’s experiential concept. The hotel-inspired space is designed to provide visitors with an “enchanting” interactive experience, through which they can explore the brand’s product portfolio and mindset.
L’Occitane Group Marketing Director Global Travel Retail Mona L’Hostis commented: “We are thrilled to unveil the first L’Occitane Hotel pop-up in the newly expanded Block C at CDF Sanya International Duty Free Complex.
L’Occitane brings spirit of Provence to Sanya
“Located in the heart of this thriving and dynamic development, the pop-up will bring the authentic spirit and essence of Provence to Hainan. Visitors will be introduced to the magical landscapes of both Provence and Corsica, and be invited to enjoy a truly immersive and unforgettable experience with unique animated features such as the iconic Almond Forest and Immortelle Field.”
She continued: “The new concept will offer visitors a better understanding and appreciation of the craftsmanship that lies at the heart of all our products. It will also highlight the commitment of L’Occitane en Provence to respecting biodiversity and reducing waste which underpins its sustainability ethos. We’re certain that everyone visiting will enjoy a luxurious and pampering experience.”
L’Occitane’s commitment to sustainability is a key focus of the hotel pop-up. It highlights the brand’s waste reduction and ethical ingredient sourcing initiatives, in addition to its eco-friendly products.
Zoning the shopping experience
The pop-up is divided into four zones: the Almond Forest and Almond Spa; the 5 Essential Oils Bar; the Immortelle Field; the Immortelle Suite; and the Hotel Gift Shop.
To enhance the experience within each zone, customers are equipped with digital passports accessed via a unique virtual room key. With these passports, they can conveniently add products to their carts for checkout at the Hotel Gift Shop during any stage of their customer journey, take pictures of the attractions, and redeem gifts.
The Almond Forest and Immortelle Field feature dynamic augmented reality (AR) projections on the walls, designed to bring the landscapes of Provence and Corsica to the heart of Hainan.
The Almond Forest projection celebrates the metamorphosis of almond trees, depicting their journey from seeds to growth. Visitors can actively participate in tree planting efforts by ‘growing’ and naming their own digitally planted almond tree.
The 5 Essential Oils Bar showcases L’Occitane’s hair care collection. Shoppers can receive a personalised hair care diagnosis at the botanical-themed bar, which incorporates upcycled packaging.
The Immortelle Field features a projection of larger-than-life Immortelle flowers. The adjacent Immortelle Suite provides a quiet space for personalised skincare consultations with expert skincare butlers, facilitated by advanced skincare diagnosis machines.
CDFG Deputy General Manager of Perfume and Cosmetics Department Dorothy Liu commented: “We are delighted to solidify our ongoing partnership with L’Occitane through this elegant and lavish beauty adventure at the exclusive L’Occitane Hotel.
“This collaboration harmoniously aligns with CDFG’s mission to curate premium and exceptional encounters for discerning travellers. Our shared commitment to excellence and customer satisfaction makes us confident that together, we will set new benchmarks in offering a seamless blend of beauty and luxury for our valued patrons.”
The L’Occitane Hotel pop-up coincides with the opening of the brand’s new boutique in Block C of the CDF Mall complex. This store is divided into four distinct experiential zones, each of which spotlights a curated selection of the brand’s premium beauty and wellness products.
The ‘Immersion Zone’ offers immersive experiences, animations, and digital screens that aim to virtually transport visitors to the landscape of Provence. The ‘Expertise Zone’ offers specialised face and haircare services.
The ‘Premium Body Care Zone’ features L’Occitane’s body and hand creams, and includes a dedicated area for product sampling. Lastly, the ‘Sensations Zone’ offers custom gift packaging.
Asia & Pacific,
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