UAE. L’OCCITANE Travel Retail has launched its ‘Gift of Nature’ campaign in the Middle East. In April, the brand unveiled a nature-focused installation at the Dubai Duty Free pop-up in Dubai International Airport Concourse D. The campaign is now being continued off-shelf with the retailer.
The travel retail initiative – claimed to be a first of its kind in the Middle East – marks the second chapter of the brand’s successful ‘Nature Positive’ campaign which ran during 2022. The initial campaign introduced vibrant and verdant pop-up stores at key airports across Europe, Asia and the Americas in celebration of Earth Day.
The Dubai pop-up underlined the brand’s commitment to sustainability and protecting the planet’s natural biodiversity. The disruptive podium was made from recyclable materials and decorated with a real olive tree, bunches of lavender and immortelle flowers.
The 360-degree immersive customer experience highlighted brand ranges including Almond, Immortelle and Shea Butter, and the 86 Intense Collection which is exclusive to the Middle East. The activation also featured a biodiversity engagement game that zeroed in on key messages about sustainability and biodiversity. Passengers were encouraged to enter the space with ‘traffic stopper’ treats and given special gifts on making a purchase.
L’OCCITANE Group Head of Global Travel Retail Marketing Mona L’Hostis said, “We are thrilled to be launching the next chapter of our ‘Gift of Nature’ campaign in the Middle East with the fantastic support of Dubai Duty Free. We hope to inspire and motivate travellers to think more sustainably so that together we can make a difference to the health of our planet.”
Dubai Duty Free Senior Vice President for Purchasing Sharon Beecham said, “Dubai Duty Free is delighted to collaborate with L’OCCITANE Travel Retail in promoting sustainable values and eco-friendly practices. It has been exciting to welcome travellers to this attractive and nature-inspired pop-up featuring several of the brand’s iconic product ranges and an exclusive limited-edition collection. We look forward to continuing our partnership with the L’OCCITANE Group and sharing its innovative, sustainability-led initiatives with our customers.”
Championing its ‘Reduce, Recycle, React’ motto, L’OCCITANE en Provence products were presented in recycled and recyclable packaging. The brand also highlighted the use of natural and biodegradable ingredients that adhere to the Group’s Clean Charter. ✈
