The fragrance relaunch combines existing best-sellers and new scents.

L’Occitane Travel Retail has unveiled its reimagined Maison L’Occitane en Provence fragrance collection. It is launching into the global airport travel retail channel from this month.

The relaunch combines existing best-sellers and new scents, each inspired by the diverse flora of the Haute-Provence region. The collection is said to offer travellers a fresh and elevated take on the Maison’s olfactory heritage, ahead of its 50^th anniversary in 2026.

L’Occitane curates travel retail line-up

L’Occitane has tailored the fragrance line-up for different territories. In Asia Pacific there is a core quartet: Fleurs de Cerisier, Néroli Orchidée, Rose, and Lavande Blanche. Three additional fragrances – Cédrat, Lavande Poivre Noir, and Cèdre Encens – will be available in the EMEA region.

The roll-out is being supported through Flora Orchestra, an artistic campaign created in collaboration with Barcelona-born visual artist Hana Katoba.

The relaunched collection is said to offer travellers a fresh and elevated take on the Maison’s olfactory heritage, ahead of its 50th anniversary in 2026.

The relaunched fragrance collection incorporates florals, citrus notes, aromatic herbs and deep woody accords, to offer a scent for every consumer preference and occasion. They can be worn alone or layered.

The 14-strong collection has strong gifting appeal, L’Occitane maintains. The full fragrance line-up features Fleurs de Cerisier, Néroli Orchidée, Rose, Lavande Blanche, Cédrat, Lavande Poivre Noir, Cèdre Encens, Osmanthus Abricot, Glycine, Noble Épine, Cèdre Gingembre, Mélilot, Barbotine, and Ortie Blanche.

This fragrance relaunch reflects the Maison’s broader ambition to refine every touchpoint of the brand, including packaging and refills. Each bottle is crafted from recyclable glass. These new bottles were inspired by Provence’s stone arches and arched wooden doors. They are finished with a black lid and monogram derived from the brand’s original 1976 logo.

L’Occitane Group Marketing Director Global Travel Retail Mona L’Hostis commented: “Fragrance is deeply personal, yet profoundly shareable. With the launch of L’Occitane en Provence’s reimagined collection, we are not just offering perfumes, but moments of meaning. In airports, where every journey begins, we invite travellers to step into Provence and to carry a piece of its light, its flora, and its artistry with them, wherever they go.”

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