L’Occitane Travel Retail has created two ‘Gift of Nature’ pop-ups, each designed to highlight the importance of sustainability and biodiversity, at the Sanya International Duty-Free Complex and the CDF Haikou Mova Mall.
It is the first time that the company’s ‘Nature Positive’ concept has been run simultaneously in two Hainan venues.
The initiative, created in partnership with China Duty Free Group (CDFG), follows on from L’Occitane’s 2022 ‘Nature Positive’ campaign, which featured animated pop-up stores at key global airports, in celebration of Earth Day.
Championing sustainable skincare
Featuring interactive touchpoints, the 2023 ‘Gift of Nature’ promotion aims to transport visitors to a re-imagined forest setting that showcases the brand’s core sustainability commitments of respecting biodiversity, reducing waste and celebrating craftsmanship.
Inspired by nature, the 360º activation podiums incorporate lush, verdant foliage, are supported by central plant pillars, and decorated with illustrated tree panels.
The forest ambiance is further enhanced with emerald-green foliage paper birds and butterflies, and bouquets of cherry blossom and lavender – one of the signature ingredients of L’Occitane’s best-selling Lavender Collection.
The pop-ups were created in collaboration with florist Haomin Ye, who incorporated the dehydrated plants and giant paper flowers into the landscape. Recycled materials, including FSC-certified wood and honeycomb boards, also feature.
To complement the animation, and drive shopper engagement, L’Occitane has created a selection of limited-edition, travel retail exclusive sets. These include two ‘Nature Positive’ Hand Cream Kits, with recyclable outer boxes, plus a 150ml Shea Hand Cream duo.
This duo features the brand’s best-selling Shea Hand Cream, uniquely packaged and presented in a 95% recycled and recyclable aluminium tube, decorated with a fauna and flora motif designed by Philippines-based illustrator Raxenne Maniquiz.
At the CDF Sanya International Duty Free Complex, guests are invited to embark on a gamification journey, inspired by the wonders of the forest, which also offers shoppers the chance to win a selection of deluxe product samples. Scratch-and-win games aim to further drive footfall and engagement.
Additionally, a giant digital retailtainment screen has been installed, to help travellers better understand the brand’s key product ranges and sustainable concepts and commitments.
CDFG Perfume & Cosmetics General Manager Grace Wang noted: “We are pleased to strengthen our partnership with L’Occitane as we seek to offer our customers the most authentic, educational and engaging sustainability experiences.
“The L’Occitane en Provence ‘Nature Positive’ animation bursts with natural life, and we hope that shoppers in Haitang Bay and Haikou enjoy this unique retail experience to discover the wonder of natural beauty and the true value of respecting biodiversity.”
L’Occitane Group Travel Retail Managing Director Estelle de Bure commented: “We are thrilled to collaborate with CDF to introduce ‘Gift of Nature’ in Hainan – a region known for its abundant ecosystem, lush forests and charming wetlands.
“Marking the next phase of L’Occitane’s sustainability story in travel retail, our investment in expanding ‘Nature Positive’ across the island of Hainan aligns perfectly with the brand’s core mission to nurture nature for a better future.”
She added: “This uniquely bright and engaging celebration of nature sets the stage for travellers to play a part in creating a more sustainable future. We thank China Duty Free Group for its ongoing support and look forward to enchanting shoppers with the beauty of nature in Hainan this summer.”
Asia & Pacific,
Asia & Pacific,