FRANCE. L’OCCITANE Travel Retail has partnered with Extime Duty Free Paris, Extime JCDecaux Airport, Extime Lounge and Groupe ADP to unveil a major experiential activation at Paris Charles de Gaulle and Paris-Orly airports in celebration of Maison L’Occitane en Provence’s 50th anniversary.
The ‘Extime Immersive Journey’ was launched on 21 April and will run until 30 June, with the possibility of an extension.
The campaign offers a ‘window to Haute-Provence’, and brings the brand’s heritage, natural ingredients and sensorial expertise to life through a 360-degree experiential campaign, airport visibility and digital engagement.
A striking walkthrough podium in Paris Charles de Gaulle Airport Terminal 1 anchors the activation. The podium combines storytelling, product discovery and immersive brand engagement and was designed as an open, experiential space.
It is joined by two other prominent installations: a 17sq m lightbox also in T1 and a 13sq m display in Terminal 2E Porte M.
Inspired by the Maison’s ties to nature and Provence, the podium showcases five of the brand’s signature ingredients: almond, shea, immortelle, verbena and lavender.
These ingredients are brought to life via a range of interactive experiences, including soothing hand massages, almond-themed olfactory discovery, ingredient-led product exploration and a lavender-themed photo booth.
A five-minute lavender-inspired guided audio experience offers travellers a moment of relaxation amid the airport journey.
A selection of gifts with purchase, including pouches containing the Maison’s signature miniatures, personalised luggage tags and an exfoliating body brush, are also available.
Beyond the central podium, branded fixtures, cash desk displays and personalised tills have been installed across nine key locations. QR codes enable travellers to revisit selected elements of the experience, including a condensed version of the guided meditation, extending the experience well beyond the activation space.
The campaign is further amplified through an extensive Out of Home and digital media programme spanning more than 130 screens across the airport digital network., The content features throughout retail zones and lounge environments, delivering continuous visibility along the passenger journey.
Notably, L’Occitane en Provence is running experiential activations at Extime Lounges across three Paris terminals. These feature targeted sampling programmes, including the launch of the Lavande Blanche hospitality range in 35 lounge bathrooms.
A dedicated campaign on Extime’s online platforms, featuring homepage visibility, targeted newsletters and communication to the Extime Rewards network extends the campaign’s reach digitally.
Extime members are offered a complimentary 15ml Amande Sublime Supple Skin Oil with purchases of €40 or more.
Celebrating 50 years of ‘life ties’
The campaign is rooted in L’Occitane en Provence’s 50th anniversary theme, ‘Crafting Life Ties’, reflecting the brand’s longstanding connection to nature, people and Provence.
As part of the anniversary celebrations, visitors can also participate in an in-store competition for the chance to win a stay at Le Couvent des Minimes, Un Hôtel & Spa L’Occitane en Provence. The prize includes an overnight stay, spa access, a treatment and dinner for two at Le Bistro, extending the brand journey from the airport to the heart of Haute-Provence.
Extime Commercial & Merchandising Director Séverine Patureau commented, “With L’Occitane en Provence, we have designed an Extime Immersive Journey that celebrates the Provençal art of living and the richness of its natural ingredients.
“At every stage of the journey, from digital touchpoints to the boutique, we aimed to create a soothing, authentic and sensory interlude that resonates with the brand’s DNA. Our ambition is to offer passengers far more than a shopping moment: a true escape, filled with meaning and emotion.”
L’OCCITANE Group Managing Director, Global Travel Retail Evelyne Ly-Wainer said: “Our partnership with Extime allows us to bring Maison L’Occitane en Provence to life in one of the world’s most dynamic travel retail environments. As we celebrate 50 years of our heritage brand, we wanted to create an immersive journey that captures the essence of Haute-Provence through sensorial experiences, storytelling and human connection.
“Travel retail is a unique stage where we can engage travellers in a meaningful yet accessible way, while driving both desirability and performance.” ✈
