L’OCCITANE Travel Retail has reintroduced the Maison L’Occitane en Provence fragrance collection, debuting at global airports this October.
The brand’s fragrance relaunch features 14 classic scents, combining bestsellers and new creations inspired by Haute-Provence’s flora.
The collection highlights a refreshed visual identity and a refined evolution of the brand’s signature scent profile, positioning L’Occitane en Provence ahead of its 50th anniversary next year.
The line features a region-specific assortment with a core four-fragrance line-up for APAC, including Fleurs de Cerisier, Néroli Orchidée, Rose and Lavande Blanche, while the EMEA offering will expand to include three additional scents – Cédrat, Lavande Poivre Noir and Cèdre Encens.
The regionalised approach is designed to strengthen global brand consistency while giving travellers a distinctive Provençal experience across airports worldwide.
Symphony of scents
Capturing the essence of Haute-Provence’s flora, these fragrances combine citrus notes, aromatic herbs and deep woody accords, designed for both individual wear and layering to create a personalised scent.
The collection has strong gifting appeal, showcasing Provence’s authentic character.
Among the highlights are:
- Fleurs de Cerisier (Cherry Blossom) – joyful and delicate
- Néroli Orchidée – radiant and sensual
- Rose – timeless and elegant
- Lavande Blanche (White Lavender) – soft and luminous
- Cédrat – sparkling citrus freshness
- Lavande Poivre Noir – lavender with a spicy twist
- Cèdre Encens – warm, resinous woods with incense depth
The collection also introduces seven other scents, including Osmanthus Abricot, Glycine, Noble Épine, Cèdre Gingembre, Mélilot, Barbotine and Ortie Blanche.
Stories behind every craft
The relaunch is highlighted by an artistic campaign, Flora Orchestra, in collaboration with Barcelona-born visual artist Hana Katoba.
Using a blend of photography and AI, Katoba depicted L’Occitane’s ingredients as dreamlike Provençal landscapes, connecting the brand’s olfactory identity to art and biodiversity.
The fragrance line refresh highlights the Maison’s focus on refining every touchpoint, from contemporary Provençal-inspired packaging to sustainable fragrance refills.
Made from recyclable glass, each bottle combines functionality with a sense of well-being.
The bottle design references Provençal stone arches and wooden doors, finished with a black lid and monogram from the 1976 logo, combining heritage and modern design.
L’OCCITANE Group Marketing Director, Global Travel Retail Mona L’Hostis said: “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.”
L’OCCITANE Group noted its commitment to sustainability in travel retail by reducing waste, protecting and regenerating biodiversity and reducing its carbon footprint. ✈
