CHINA. L’OCCITANE Travel Retail’s sustainable ‘Gift of Nature’ campaign has landed in Hainan with simultaneous pop-ups running at the Sanya International Duty Free Shopping Complex in Haitang Bay and CDF Haikou Mova Mall.
The vibrant pop-ups, in collaboration with China Duty Free Group (CDFG), feature interactive touchpoints that transport travellers into colourful rainforest landscapes. Here, they can discover L’OCCITANE en Provence’s many sustainability commitments that include protecting biodiversity, reducing waste and celebrating craftsmanship.
The Gift of Nature campaign follows the debut of L’OCCITANE en Provence’s wider ‘Nature Positive’ campaign in 2022. The 2022 edition featured animated pop-ups across key airports in celebration of Earth Day (22 April).
Lush foliage surrounds the animation spaces which are supported by central pillars that feature illustrated tree panels. Cherry Blossom and Lavender flowers, two core ingredients for L’OCCITANE en Provence, feature throughout the spaces, while paper birds, butterflies and wooden tree trunks add an element of magic and whimsy.
The pop-ups were designed in collaboration with Chinese florist Haomin Ye who incorporated dehydrated plants and giant paper flowers into the landscapes. Innovative design elements using recycled materials such as FSC-certified wood and honeycomb boards also feature in both spaces, in line with L’OCCITANE’s sustainable commitments.
At the Sanya International Duty Free Shopping Complex location, travellers are taken on a forest-themed gamification journey to win product samples. Travellers can also interact with a giant digital screen to discover the brand’s key ranges and sustainable commitments. In addition, L’OCCITANE is driving traffic to the animation via scratch-and-win games at both locations.
At both pop-ups, travellers can purchase limited-edition travel retail-exclusive editions of L’OCCITANE en Provence’s popular hand creams.
CDFG General Manager Perfumes & Cosmetics Central Merchandising Division Grace Wang commented: “We are pleased to strengthen our partnership with L’OCCITANE as we seek to offer our customers the most authentic, educational and engaging sustainability experiences. The L’OCCITANE en Provence animation bursts with natural life, and we hope that shoppers in Haitang Bay and Haikou enjoy this special retail experience to discover the wonder of natural beauty and the true value of respecting biodiversity. ”
L’OCCITANE Group Travel Retail Managing Director Estelle de Bure added: “We are thrilled to collaborate with CDFG to introduce ‘Gift of Nature’ in Hainan – a region known for its abundant ecosystem, lush forests and charming wetlands. Marking the next phase of L’OCCITANE’s sustainability story in travel retail, our investment in expanding ‘Nature Positive’ across the island of Hainan aligns perfectly with the brand’s core mission to nurture nature for a better future.
“This bright and engaging celebration of nature sets the stage for travellers to play a part in creating a more sustainable future. We thank China Duty Free Group (CDFG), for its ongoing support and look forward to enchanting shoppers with the beauty of nature in Hainan this summer.” ✈
