INTERNATIONAL. L’OCCITANE Travel Retail is launching a nature-positive pop-up takeover in European travel retail this summer. The campaign kicked off at Paris Charles de Gaulle and Orly airports, where it ran throughout April. The pop-up campaign will continue during the summer months in other key European aviation hubs and will be rolled out in Americas and Asia Pacific travel retail at the beginning of July.
The Paris pop-ups were launched in partnership with Lagardère Travel Retail (through the Société de Distribution Aéroportuaire joint venture with Groupe ADP). They were launched to coincide with Earth Day on 22 April.
L’OCCITANE’s ‘green roadshow’ will extend globally in partnership with Dufry. The animation is already taking place in Madrid, with a scheduled launch in São Paulo in July. This will be followed by a London takeover in August.
The Paris animations immersed shoppers in relaxing natural environments. They featured real flowers, bird and locust sounds to mimic the sounds of nature. A recyclable cardboard tree was the central element of the pop-ups. Constructed with sustainable materials, the tree invited customers to pick a leaf to redeem a complimentary hand massage or skin diagnosis. Each leaf contained a pack of flower seeds to encourage customers to plant new trees in their own gardens.
L’OCCITANE en Provence’s sustainable product ranges were the stars of the nature-positive pop-up campaign. Customers can discover the lines through a QR-code enabled interactive eco-game. A special travel retail-exclusive edition of the L’OCCITANE en Provence Shea Butter Hand Cream was also available at the pop-ups.
The nourishing hand cream is made from sustainably-sourced Shea Butter from Burkina Faso. The cream contains 96% natural-origin ingredients and is packaged in a 95% recycled aluminium tube. The Shea Butter Hand Cream is L’OCCITANE Travel Retail’s best-selling hand cream globally.
Underlining its support for reforestation and biodiversity, 1% of L’OCCITANE Travel Retail’s sales in April will be donated to support the Office National des Forêts’ (ONF) tree-planting project in France. This initiative, launched under the L’OCCITANE Foundation, will see the regeneration of 40 hectares of forestland in France.
L’OCCITANE is committed to inspiring customers to reduce waste and adopt more conscious practices. Commenting on its nature-positive project, L’OCCITANE Group Travel Retail General Manager EMEA & Americas Ekaterina Ievleva said: “As a trailblazing brand in sustainability, L’OCCITANE firmly believes in inspiring and engaging with customers to reduce waste and to think in a more eco-conscious way. In doing so, we can all significantly contribute to protecting the biodiversity of the planet.
“We are hugely grateful to our partners, Lagardère, BuyParisDutyFree and Dufry Group, for their invaluable support in helping us to disseminate this crucial message through our ‘nature positive’ pop-up stores.”
Commenting on the Paris pop-ups, a spokesperson from BuyParisDutyFree/SDA added: “We, at BuyParisDutyFree, were delighted to have partnered with L’OCCITANE Travel Retail on this Earth Day ‘nature positive’ pop-up concept at our duty-free airport stores in Paris. By offering this exclusive eco-friendly retail experience to our travellers, we hope to reinforce our commitment on sustainability trying to provide alternatives to mass market beauty products.”
L’OCCITANE Group is committed to promoting sustainable business practices through open-source sharing and its nature-first approach to packaging, reducing waste, minimising its carbon footprint and regenerating biodiversity. An eco-pioneer since its inception in 1976, L’OCCITANE Group has always been committed to eco-friendly manufacturing, design and sustainable packaging in line with its ‘Reduce, Recycle, React’ ethos.
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