L’Occitane en Provence is marking its 50th anniversary with the launch of a travel retail-exclusive (TREX) limited edition of its signature Shea Hand Cream. The cream is presented in a 150ml format and is now available in global travel retail.
The anniversary edition celebrates five decades of the brand’s heritage, craftsmanship and connection to nature.
Introduced in 1993, Shea Hand Cream has been one of the Maison’s flagship products for over 30 years. Formulated with 20% shea butter, it delivers intense hydration while helping to protect the skin barrier, leaving hands soft, nourished and comfortable.
Its distinctive aluminium tube, made from 95% recycled aluminium, was inspired by the paint tubes once used by Founder Olivier Baussan’s artistic mother.
The limited-edition design features earthy tones alongside the signature blue associated with the Shea collection.
Rich illustrations of Provençal flora, including lavender, immortelle and verbena, appear across the tube and outer packaging. According to the brand, the design celebrates the botanical heritage that has shaped the Maison since its founding in 1976.
The design also incorporates flowing interconnected lines that symbolise the relationship between nature, people and place, reflecting the brand’s longstanding ties to Haute-Provence and its ongoing focus on biodiversity and natural ingredient sourcing.
Made with 100% organic fair-trade shea butter, the L’Occitane en Provence Karité Confort collection supports the SH(E)ARE programme (Shea Action for Regenerative Ecosystems), a regenerative initiative aimed at restoring biodiversity, strengthening local communities and safeguarding shea ecosystems for future generations.
L’Occitane en Provence Global Travel Retail Brand Director Melanie Laroche said, “As Maison L’Occitane en Provence celebrates 50 years of history, this travel retail-exclusive edition of our iconic Shea Hand Cream pays tribute to the roots, ingredients and human connections that have shaped the Maison since 1976.
“Travel retail offers a unique platform to share this story with travellers around the world through an exclusive creation inspired by the sensorial spirit and botanical richness of Haute-Provence.” ✈
Announcing The TREX Factor
The Moodie Davitt Report has launched a breakthrough crossover B2B to B2C video series focused entirely on travel retail-exclusive (TREX) products. {Click on the YouTube Icon to view TREX Travels to the Duty-Free World, the introductory video to The TREX Factor} Filmed by our acclaimed Shenzhen-based Moodie Davitt STUDIO division*, the pioneering B2B and B2C crossover series is being shown in multi-lingual form (led by but not limited to Chinese and English) on the Moodie Davitt STUDIO YouTube platform with tailored versions and shorts to follow on a forthcoming WeChat Video Channel, Xiaohongshu, Instagram and links through our dual WeChat B2B platforms. EPISODE 1In our worldwide premiere, resident TREX Master Martin Moodie – the world’s leading duty-free shopping commentator and Founder of world-renowned The Moodie Davitt Report, introduces Johnnie Walker Blue Label Xordinaire, aged in former French XO Cognac casks, designed to add an element of smoothness and sweetness. Johnnie Walker Blue Label Xordinaire brings these elements together for an extraordinary finish. And, most importantly, it is a definitive TREX, available only in duty-free and travel retail stores. Click on the YouTube icon to view. EPISODE 2In our second episode, resident TREX Master Martin Moodie introduces you to two single malt whiskies from The Macallan, one of the truly famous Scotch whiskey distilleries of the world. Two very interesting variants with very different stories behind them. Click on the YouTube icon to view. Brands or retailers wishing to participate should contact Martin Moodie at Martin@MoodieDavittReport.com |
