L’Occitane Group has teamed up with Lotte Duty Free to reveal the brand’s True Stories concept for the first time in Asian travel retail.
An activation with Lotte Duty Free in Myeong-dong, Seoul, included a hand cream ‘sushi’ tester bar, with moving retro-design trucks.
The promotion was inspired by the brand’s heritage and highlighted the L’Occitane hot air balloon to represent the “sensorial journey” that L’Occitane offers.
It also featured immortelle flowers, which, according to L’Occitane Travel Retail APAC Store Development and VM Director Kelvin Kwok, underline the brand’s commitment to biodiversity.
“Immortelle is native to Corsica. Our organic immortelle plantation programme ensures sustainable supply of immortelle essential oil that preserves the genetic heritage of the plant, while also supporting local producers and distillers and thus benefiting the whole community,” he said.
The retro-design trucks mimic L’Occitane’s early days when the brand’s Founder Olivier Baussan would drive his small truck to sell rosemary and lavender essential oils to local Provencal markets.
L’Occitane Group is a Gold Partner of the upcoming Moodie Davitt Virtual Travel Retail Expo. Click here to read an interview with L’Occitane Group Managing Director Travel Retail, Export, B2B & Spa Worldwide Aline Valantin on the company’s CSR-driven approach to recovery in travel retail.
