CHINA. L’OCCITANE Group has opened a L’OCCITANE Hotel pop-up at the cdf Sanya International Duty Free Shopping Complex (cdf Mall) in Sanya with China Duty Free Group (CDFG).
The cdf Mall is the first location in global travel retail and China domestic to house the experiential concept.
The hotel-inspired activation takes visitors on an enchanting interactive experience as they explore L’OCCITANE en Provence’s key franchises and its sustainable ethos.
Located at the newly opened Block C of the cdf Mall, the animation underlines L’OCCITANE’s commitment to delivering memorable, sustainable and immersive experiences for travellers, particularly in the key travel retail hotspot of Hainan.
Designed to leave a positive impact on people and planet, the animation’s key sustainability initiatives include eco-friendly products, waste reduction and ethical ingredient sourcing. The animation prioritises both wellbeing and environmental responsibility, particularly as L’OCCITANE Group achieved B Corp certification in 2022.
When travellers check-in to the L’OCCITANE Hotel, they can discover five distinct zones: the Almond Forest and Almond Spa, Five Essential Oils Bar, Immortelle Field, Immortelle Suite, and the Hotel Gift Shop.
To enhance the experience within each zone, customers are equipped with digital passports accessed via a virtual room key. With these passports, they can conveniently add exclusive and limited-edition products to their carts for checkout at the Hotel Gift Shop during any stage of their customer journey, take pictures of the attractions and redeem special gifts.
The Almond Forest and Immortelle Field feature dynamic augmented-reality (AR) projections on the walls, bringing the landscapes of Provence and Corsica to the heart of Sanya.
The Almond Forest projection celebrates the life cycle of almond trees, depicting their journey from seeds to growth. Guests can actively participate in tree-planting efforts by ‘growing’ and naming their own digitally planted almond tree and discover L’OCCITANE en Provence’s nourishing Almond collection.
The Five Essentials Oil Bar highlights the brand’s haircare range. Here, visitors can receive personalised haircare diagnosis at a botanical-themed bar, which features upcycled packaging from L’OCCITANE en Provence haircare products.
The Immortelle Field features a projection of larger-than-life Immortelle flowers, while the adjacent Immortelle Suite provides a tranquil space for personalised skincare consultations with expert skincare butlers complemented by advanced skincare diagnosis machines.
CDFG Deputy General Manager of Perfume and Cosmetics Department Dorothy Liu commented: “We are delighted to solidify our ongoing partnership with L’OCCITANE through this elegant and lavish beauty adventure at the exclusive L’OCCITANE Hotel.
“This collaboration harmoniously aligns with CDFG’s mission to curate premium and exceptional encounters for discerning travellers. Our shared commitment to excellence and customer satisfaction makes us confident that together, we will set new benchmarks in offering a seamless blend of beauty and luxury for our valued patrons.”
A sunny new flagship
The launch of the L’OCCITANE Hotel coincides with the opening of the brand’s flagship boutique in Block C of the cdf Mall. The boutique offers an extension of the hotel experience, inviting shoppers to discover the natural elements of Provence through a curated selection of premium beauty and wellness products.
The store offers four distinct zones: Immersion, Expertise, Sensations and Premium Body Care.
At the Immersion Zone, travellers can enjoy vivid visual projections on digital screens that transport them to Provence. At the Expertise Zone, they can enjoy special haircare and skincare services.
They can shop and sample the brand’s bodycare and hand creams at the Premium Body Care Zone; and wrap their products with custom packaging at the Sensations Zone.
According to the brand owner, the store aligns with the L’OCCITANE Hotel’s mission of providing ‘unforgettable moments’ for travellers in Hainan. It also drives L’OCCITANE Group’s wider strategy of becoming a ‘beacon of luxury and sustainability’ in the region.
L’OCCITANE Group Marketing Director Global Travel Retail Mona L’Hostis commented: “We are thrilled to unveil the first L’OCCITANE Hotel pop-up in the newly expanded Block C at CDF Sanya International Duty Free Complex.
“Located in the heart of this thriving and dynamic development, the pop-up will bring the authentic spirit and essence of Provence to Hainan. Visitors will be introduced to the magical landscapes of both Provence and Corsica and invited to enjoy a truly immersive and unforgettable experience with unique animated features such as the Almond Forest and Immortelle Field.
“The new concept will offer visitors a better understanding and appreciation of the craftsmanship that lies at the heart of all our products. It will also highlight the commitment of L’OCCITANE en Provence to respecting biodiversity and reducing waste, which underpins its sustainability ethos.
“We’re certain that everyone visiting will enjoy a luxurious and pampering experience.” ✈
