CHINA. L’OCCITANE Travel Retail and China Duty Free Group have teamed up to launch the ‘Make Earth Green Again’ pop-up at the Sanya International Duty Free Shopping Complex in Haitang Bay. It will run throughout March.
The animation shines the light on the three R’s of L’OCCITANE en Provence’s sustainable mantra: Reduce, Recycle and React.
“We are honoured to partner with L’OCCITANE Travel Retail for our first sustainability collaboration in Haitang Bay,” commented China Duty Free Group General Manager, Perfume & Cosmetics Grace Wang.
“China Duty Free Group is excited to bring Hainan travellers these exclusive online and offline retail experiences while reinforcing our commitment to sustainability.”
Designed in a sunny yellow colour way and surrounded by plants, the vibrant pop-up encourages shoppers at CDF Mall to help reduce waste and protect biodiversity.
All merchandising displays and paper sculptures used in the pop-up are made with FSC-certified paper, underlining the brand’s sustainable credentials.
A standout element is the Shea Tree which is located at the centre of the space. The tree is crafted from wood and responsibly-sourced paper and highlights L’OCCITANE en Provence’s best-selling Shea Butter range.
In addition, the pop-up features the brand’s eco-refill products. Eco-refills have been part and parcel of L’OCCITANE Group’s operations since 1976. Since then, the company has stepped up its commitment to transition to eco-friendly manufacturing processes, eco-design and sustainable packaging.
‘Make Earth Green Again’ is a showcase of retailtainment elements which aim to educate shoppers on the group’s sustainable commitments.
These include an interactive digital game which asks customers to grow their own Shea or Almond Tree, which they can share on social media. Another game invites shoppers to recycle and participate in other tasks that protect the environment.
A sustainability pioneer, L’OCCITANE en Provence began offering in-store recycling in 1992 and was the first company to launch recycled plastic bottles. In 2008, it launched eco-refills globally.
Today, the brand offers 25 eco-refill products including soaps, shampoos, shower gels, oils and handwashes. The refills use up to -90% less plastic than its traditional bottle counterparts and cut plastic use by 200 tonnes per year.
“As a trailblazing brand in sustainability and eco-consciousness since 1976, we firmly believe that it is our responsibility to inspire customers to engage and follow such initiatives that will significantly contribute to reducing waste and respecting the biodiversity of the planet,” said L’OCCITANE Group Travel Retail Asia Pacific General Manager Estelle de Bure.
“We thank CDFG for giving us the opportunity to be, once again, at the forefront of this crucial message through this interactive and customer-friendly pop-up store.”
Cultivator of Change
L’OCCITANE en Provence was recently recognised in the 2021 progress report of the New Plastics Economy Global Commitment by the Ellen MacArthur Foundation. The brand was highlighted as one of the most committed brands in the fight against plastics.
To further the battle against plastic waste, L’OCCITANE Group has pledged that by 2025, 100% of its plastic bottles will be manufactured from 100% recycled waste.
As a leader in sustainability, L’OCCITANE Group continues to support the travel retail industry through open-source sharing and by adopting a proactive, eco-friendly approach to product development and packaging.
Footnote (1): The Moodie Davitt Report has launched an e-newsletter, Sustainability Curated, in association with L’OCCITANE. It offers a curated selection of key sustainability stories in travel retail and beyond.
To subscribe free of charge please email Kristyn@MoodieDavittReport.com headed ‘Curated Sustainability’. All stories are permanently archived on this website. If you would like to be added to its mailing list (or to those for any other Moodie Davitt titles), please click here.
Footnote (2): Every fortnight The Moodie Davitt Report publishes Hainan Curated, in association with Foreo, a selection of all recent stories from the offshore duty free sector in Hainan province.
Click here to view all back issues. Please email Kristyn@MoodieDavittReport.com to subscribe.
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