L’OCCITANE Travel Retail, in partnership with Extime Duty Free Paris, Extime JCDecaux Airport and Extime Lounge, has unveiled a major new experiential activation at Paris Charles de Gaulle and Paris-Orly airports, marking the 50th anniversary of Maison L’Occitane en Provence.


Running until 30 June 2026, with the possibility of a further extension, the ‘Extime Immersive Journey’ forms part of the Maison’s anniversary celebrations, inviting travellers to step into a multi-sensory ‘window to Haute-Provence’. The activation, which has been live since 21, April, transforms high-traffic airport environments into a vivid expression of the brand’s heritage, ingredients and savoir-faire.

At the heart of the experience is a bold central podium in Terminal 1 at Paris-Charles de Gaulle (LAP1), conceived as an open, walk-through space where storytelling, sensorial discovery and exploration come together.

A 360° experiential journey celebrating 50 years of ‘life ties’

The activation brings to life L’Occitane en Provence’s 50-year legacy through a fully integrated 360° campaign spanning in-store theatre, digital amplification and airport-wide visibility.

Designed to reflect the Maison’s enduring connection to nature and Provence, the experience invites travellers to engage with its most iconic ingredients – Almond, Shea, Immortelle, Verbena and Lavender – through a carefully curated five-sense journey. Within a dedicated experiential zone in Paris-CDG Terminal 1, visitors are immersed in the textures, scents and landscapes of Haute-Provence, reinterpreted for the travel environment.

At its core, the journey encourages moments of pause and reconnection. Travellers are invited to discover the Maison’s sensorial rituals through a soothing hand massage, an Almond-focused olfactory experience and ingredient-led product exploration. A photobooth inspired by Lavender and the landscapes of Haute-Provence introduces a playful, shareable element, while a five-minute Lavender inspired guided audio experience, drawing on L’Occitane Spa expertise, offers a moment of calm within the movement of the airport.

The experience is enriched by a series of premium gifts with purchase, including pouches pre-packed with the Maison’s iconic miniatures and exfoliating body brush. A personalised luggage tag GWP adds a bespoke and memorable touch, reinforcing the sense of a unique journey.

From this central space, the experience gently extends into the Maison’s surrounding retail environment, inviting travellers to continue their discovery and explore the full breadth of L’Occitane en Provence’s sensorial universe.

High-impact OOH and digital campaign drives airport-wide visibility

Beyond the podium, the activation unfolds across the wider airport ecosystem through a series of carefully orchestrated touchpoints developed in close collaboration with Extime.

Iconic tables and branded fixtures are deployed across nine key doors, complemented by prominent cash desk displays and personalised tills that enhance visibility at key moments along the customer journey. These tills also feature QR codes, enabling travellers to revisit elements of the experience, including a shorter version of the guided meditation, beyond the podium.

The campaign is significantly amplified through a large-scale digital and out-of-home presence spanning more than 130 screens across the airport network, including high-impact placements in both retail areas and lounge environments. This extensive media campaign ensures continuous visibility throughout the passenger journey, supported by dynamic content that balances storytelling with product discovery.

Additional engagement is driven through Extime Lounge activations across three terminals, where curated sampling initiatives and the presence of the Lavande Blanche hospitality range in 35 bathrooms extend the Maison’s sensory world into moments of rest and relaxation.

A dedicated extime.com campaign, supported by homepage visibility and targeted newsletters, further enhances engagement, encouraging discovery of the activation across channels. A newsletter to the Extime Rewards network also supports the activation, with the offer of a 15ml Amande Sublime Supple Skin Oil on purchases of €40 or more in-store.

A large format 17m² lightbox in CDG Terminal 1, alongside an additional 13m² installation in Terminal 2E Porte M, reinforces the campaign’s visual impact, positioning L’Occitane en Provence at the heart of the airport experience during a peak travel period.

Celebrating 50 years of ‘life ties’

The ‘Extime Immersive Journey’ is rooted in L’Occitane en Provence’s 50th anniversary theme of ‘crafting life ties’, reflecting the Maison’s enduring connection to nature, people and Provence.

Through storytelling, large-scale ingredient visuals and botanical scenography, the activation invites travellers to reconnect with the brand’s origins while discovering its contemporary expression.

As part of the experience, travellers are also invited to participate in a special in-store game, offering the opportunity to win an exclusive stay at Le Couvent des Minimes, Un Hôtel & Spa L’Occitane en Provence. The prize includes an overnight stay, spa access, spa treatment and dinner for two at Le Bistro, extending the journey beyond the airport to the heart of Haute-Provence itself.

Evelyne Ly-Wainer, Managing Director, Global Travel Retail, L’OCCITANE Group, said: “Our partnership with Extime allows us to bring Maison L’Occitane en Provence to life in one of the world’s most dynamic travel retail environments. As we celebrate 50 years of our heritage brand, we wanted to create an immersive journey that captures the essence of Haute-Provence through sensorial experiences, storytelling and human connection. Travel retail is a unique stage where we can engage travellers in a meaningful yet accessible way, while driving both desirability and performance.”

Séverine Patureau – Commercial & Merchandising Director, EXTIME, said: “With L’Occitane en Provence, we have designed an Extime Immersive Journey that celebrates the Provençal art of living and the richness of its natural ingredients. At every stage of the journey, from digital touchpoints to the boutique, we aimed to create a soothing, authentic, and sensory interlude that resonates with the brand’s DNA. Our ambition is to offer passengers far more than a shopping moment: a true escape, filled with meaning and emotion.”