Following the launch of its ‘nature positive’ pop-up stores at duty-free airport stores in Paris, L’Occitane Travel Retail is rolling out the concept elsewhere in Europe this summer, as well as to the Americas and APAC countries from July.
The first wave of the campaign saw six of the dynamic pop-up stores showcased at Charles de Gaulle and Orly airports throughout April, in collaboration with Lagardère Travel Retail and BuyParisDutyFree. This was to celebrate Earth Day (on April 22).
With the support of Dufry Group, L’Occitane TR’s green roadshow will continue in Europe throughout the summer months, starting with an activation that’s already in place in Madrid. It is then scheduled to start in São Paulo in July and London in August.
The campaign will go on to launch in other countries including Panama, Bogota, Ecuador, Guatemala, Curacao and Uruguay.
The pop-up stores underline L’Occitane en Provence’s commitment to sustainability, reducing waste and protecting biodiversity.
“As a trailblazing brand in sustainability, L’Occitane firmly believes in inspiring and engaging with customers to reduce waste and to think in a more eco-conscious way. In doing so, we can all significantly contribute to protecting the biodiversity of the planet,” said Ekaterina Ievleva, Travel Retail General Manager EMEA & Americas.
“We are hugely grateful to our partners Lagardère, BuyParisDutyFree and Dufry Group, for their invaluable support in helping us to disseminate this crucial message through our ‘nature positive’ pop-up stores.”
FROM PARIS TO THE WORLD
The pop-ups that appeared in Paris immersed customers in a soothing, natural environment that included real flowers and the sounds of birds and locusts.
A central feature was the recyclable cardboard tree, crafted from sustainable materials, from which customers could pluck a leaf and receive a complimentary on-the-spot treatment such as a hand massage or skin diagnosis.
Each leaf contained a pack of flower seeds for customers to plant back at home.
The brand’s sustainable product ranges were highlighted and customers were invited to play an interactive eco-game with QR code and discover a travel retail exclusive limited edition of the bestselling Shea Butter Hand Cream.
The hand cream stands out with its illustration of a woman hugging a tree designed by South Korean artist Allie Kim.
The vegan-friendly, silicone-free formulation offers 96% natural origin ingredients, containing sustainably-sourced organic shea butter as well as other nourishing ingredients such as honey, almond extract and coconut oil.
It’s presented in a 150ml, 95% recycled aluminium tube and is available worldwide.
To support biodiversity, L’Occitane Travel Retail offered 1% of its April sales to support tree planting through the Office National des Forêts in France. This has contributed to the ongoing work of the L’Occitane Foundation, which will regenerate approximately 40 hectares of forestland in France.
L’Occitane has worked hard to champion eco-friendly initiatives since its inception in 1976, when it operated an in-store glass bottle return policy.
From that moment to today, the brand has shown its commitment to sustainability through a variety of initiatives, from eco-friendly manufacturing methods to sustainable packaging and by reducing its carbon footprint.
Its curated selection of beauty and wellbeing products, gift sets and travel kits are available in the channel through 34 operators, 270 airports, 42 airlines and 900 duty-free shops located in more than 90 countries worldwide.