L’Occitane en Provence is strengthening its face care offer in global travel retail with the launch of Divine Targeted Wrinkle Care, the latest addition to the Maison’s Immortelle Divine collection. The new treatment also features Immortelle Super Extract, the key ingredient at the heart of the range’s longevity efficacy. It will be available from October in selected travel retail doors.
The expertly crafted formula of this precision treatment represents the latest evolution of the Maison’s long-standing Immortelle expertise and introduces travellers to its ‘Longevity by Nature’ approach, inspired by the remarkable resilience of the Immortelle flower and more than 25 years of botanical research into its properties.
For L’Occitane en Provence, longevity is not a story of individual optimisation, but of the ties that sustain life. At every level, vitality depends on connections – between cells, organisms, ecosystems, communities and the environments they inhabit. The Maison’s ‘Longevity by Nature’ approach reflects this conviction: supporting longevity means nurturing the living ties that enable people and nature to thrive.
Longevity by Nature
At the heart of L’Occitane en Provence’s Immortelle expertise is a flower renowned for its legendary longevity and its extraordinary ability to retain its structure and colour for years even after being picked.
For more than 25 years, the Maison has studied the Immortelle flower and harnessed its beneficial botanical properties in the creation of its face care range. Research into Immortelle has helped shape L’Occitane en Provence’s understanding of skin longevity, showing how its extracts can support the biological connections and essential functions that contribute to skin vitality. Immortelle Super Extract is at the heart of the new Divine Targeted Wrinkle Care treatment.
Designed to complement the existing Divine skincare ritual, the new treatment offers an advanced synergy of ingredients for exceptional proven results. Created to deliver an instant filling effect, it targets five types of expression lines in a single gesture: forehead lines, frown lines, crow’s feet, under-eye lines and nasolabial folds.
Its formula combines Immortelle Super Extract, which helps smooth wrinkles and support natural collagen; Hexapeptide-8, a peptide that softens the appearance of expression lines; and Hyaluronic acid, providing an instant filling and plumping action.
Efficacy testing demonstrated an immediate 44% blurring of fine lines and wrinkles after the first application. * After one month, clinical and efficacy testing also showed a visible evolution in skin depth, volume and texture. **
From skin longevity to life ties
The new Divine Targeted Wrinkle Care treatment builds on L’Occitane en Provence’s long-standing approach to skin vitality and longevity. Rather than focusing on age or isolated visible signs, the Maison considers the connections that enable skin to protect itself, recover and regenerate and maintain its balance over time.
This thinking reflects L’Occitane en Provence’s broader Crafting Life Ties mission, which seeks to strengthen connections between beauty, people and nature. Rooted in Haute-Provence, the Maison combines botanical expertise, advanced science and a long-standing commitment to the authentic terrain and communities behind its ingredients.
As the Maison celebrates its 50th anniversary this year, this philosophy is helping shape its next chapter: bringing together cultures, sustainability and scientific expertise while exploring how beauty can contribute not only to living longer, but to enjoying a more fulfilling life.
Melanie Laroche, Brand Director, L’Occitane en Provence, Global Travel Retail, said: “Travel retail gives us a unique opportunity to introduce consumers from around the world to L’Occitane en Provence’s face care expertise. With Immortelle Super Extract at the heart of our new Divine Targeted Wrinkle Care treatment, we can share a vision of longevity rooted in both nature and science, while inviting travellers to discover the deeper story and connections behind one of the Maison’s most iconic ingredients.”
*The immediate 44% reduction in the appearance of fine lines and wrinkles is based on an efficacy test conducted on 37 volunteers in France, with results measured immediately after first application.
**Long-term results were assessed after one month through clinical scoring on a minimum of 32 volunteers for under-eye, forehead, glabellar, crow’s feet and nasolabial fold wrinkles; and efficacy testing on a minimum of 36 volunteers for measurements relating to glabellar, crow’s feet and under-eye wrinkles.
