L’Occitane to showcase TR brand portfolio for first time at TFWA WE

By Faye Bartle |

Super BB Doré by Erborian, part of the L’Occitane Group.

Super BB Doré by Erborian, part of the L’Occitane Group.

L’Occitane Group is giving buyers a complete look at its travel retail portfolio by showcasing four of its newly integrated group brands together on its stand for the first time at the TFWA World Exhibition & Conference in Cannes.

In addition to L’Occitane en Provence and Melvita, group brands Elemis, Grown Alchemist, Erborian and Sol de Janeiro will be on display at the event, which runs from 2-6 October 2022.

“We are thrilled to be participating once again at the TFWA annual global summit but in addition to L’Occitane en Provence and Melvita, this time we will be unveiling four of our newly-integrated Group brands; a quartet of golden nuggets,” said Mona L’Hostis L’Occitane Group Head of Marketing Global Travel Retail.

“While highlighting some of our forthcoming travel retail innovations, the event will afford us a fantastic opportunity to underscore our key message which is to think in a more eco-conscious way.’

L’Occitane Travel Retail will also be highlighting forthcoming innovations for L’Occitane en Provence for the rest of the calendar year and 2023.

The L’Occitane en Provence classic advent calendar contains 24 mini products and one full-size product.

The L’Occitane en Provence classic advent calendar contains 24 mini products and one full-size product.

Among these is the brand’s Holiday campaign in December, which will feature an advent calendar, as well as nature-inspired, sustainable travel retail exclusive offers and gift ideas.

In spring 2023, L’Occitane en Provence will launch Nature Positive Chapter II, following its Earth Day promotion in April this year and subsequent roll-out, which you can read more about in our previous report.

The eco-friendly initiative will once again see animated pop-up stores rolled out at airports and duty free stores around the world, serving to underline the brand’s commitment to sustainability, reducing waste and protecting biodiversity.

A 150ml travel retail exclusive limited edition of the brand’s hero product, the Shea Hand Cream, will also be available during the Nature Positive Chapter II promotion, together with a collection of five 30ml top-selling hand cream sets that are exclusive to travellers.

The Shea Hand Cream comes in a 95% recycled aluminium tube featuring a vibrant fauna and flora themed illustration by Philippines-based Raxenne Maniquiz.

Another highlight to look forward to next year is L’Occitane en Provence’s new edition eco-refill; a 500ml refill that’s both 100% recycled and recyclable.

Left: Elemis Pro-collagen Cleansing Balm. Right: Grown Alchemist Detox Niacinamide Serum.

More L’Occitane Group best-selling products to be on show at the TFWA World Exhibition include the Pro-collagen Cleansing Balm by Elemis, Detox Niacinamide Serum by Grown Alchemist, Brazilian Bum Bum Cream by Sol de Janeiro, Super BB Doré by Erborian, and Argan Bio-Active intensive lifting cream by Melvita.

The stand itself is crafted from wood and steel, featuring upcycled components. Its previous booth has been reused for multiple projects across the L’Occitane en Provence brand.

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