L’OCCITANE Travel Retail is currently launching captivating and immersive ‘Gift of Nature’ pop-ups that highlight the importance of sustainability and biodiversity at two leading Hainan downtown malls: Sanya International Duty-Free Complex and CDF Haikou Mova Mall.
The inspirational initiative, run in collaboration with China Duty Free Group, (CDFG), marks the second chapter of the hugely successful L’OCCITANE en Provence ‘Nature Positive’ campaign which ran in 2022 with animated pop-up stores at key global airports in celebration of Earth Day. In Hainan, the original ‘Nature Positive’ campaign was celebrated with an eco-friendly ‘Nature’s Wonderland’ themed promotion, geared to drive shopper engagement. This is the first time that the ‘Nature Positive’ concept has been run in two venues simultaneously in Hainan.
The ‘Gift of Nature’ enchanting promotion includes interactive touchpoints and transports visitors into a reimagined magical forest that encourages them to explore the brand’s core sustainability commitments of respecting biodiversity, reducing waste and celebrating craftsmanship. With their nature inspired theme, the lush, verdant and vibrant 360º activation podiums have undergone a woodland metamorphosis, supported by central plant pillars and adorned with beautifully illustrated tree panels at each corner. The forest ambiance is enhanced with enchanting emerald-coloured foliage, towering blooms of Cherry Blossom, and Lavender – one of the core ingredients of a product range by L’OCCITANE en Provence – alongside the delightful presence of paper birds and butterflies, and wooden tree stumps, harmoniously capturing the essence of nature and biodiversity.
The pop-ups were created in collaboration with florist Haomin Ye, who skillfully incorporated the dehydrated plants and giant paper flowers into the landscape. Meanwhile, the innovative design elements throughout made use of recycled materials, including FSC-certified wood and honeycomb boards.
Aligning with the brand’s commitment to reduce waste, L’OCCITANE en Provence has unveiled the animation’s limited-edition, travel retail exclusive sets to drive additional shopper engagement. These include two ‘Nature Positive’ Hand Cream Kits – Kit of 5 x 30ml with outer box made from recyclable paper, Verbena Body Shower Kit with refill, and 150ml Shea Hand Cream duo. The 150ml iconic, best selling Shea Hand Cream is uniquely packaged and presented in a 95 per cent recycled and recyclable aluminium tube decorated with a rich and vibrant fauna and flora motif designed by Philippines-based illustrator, Raxenne Maniquiz.
At CDF Sanya International Duty Free Complex, guests are invited to embark on a gamification journey inspired by the wonders of the forest which also offers shoppers the chance to win some deluxe product samples. On a giant digital screen nestled within foliage, the digital retailtainment enables travellers to better understand the brand’s key product ranges, and sustainable concepts and commitments. Additionally, to further ignite excitement among customers, L’OCCITANE is driving footfall to the animation via traffic-stopping scratch-and-win games.
The initiative will once again underline the brand’s eco pioneering credentials and its commitment to being a cultivator of change and a leader in sustainability in the industry. Nature has lain at the heart of L’OCCITANE en Provence since its inception in 1976. With its motto of Reduce, Recycle, React, it pursues environmentally friendly agricultural and manufacturing methods, eco-design and
sustainable packaging for the benefit of local biodiversity, producers, and communities.
As a leading exponent of sustainability within the Travel Retail industry, the L’OCCITANE Group continuously strives to support the sector with open-source sharing, and by adopting a proactive, eco-friendly stance in terms of products, packaging and commitment to reducing waste, protecting and regenerating biodiversity and reducing its environmental and carbon footprint. To further reduce plastic waste, L’OCCITANE Group has pledged that by 2025, 100 per cent of its plastic bottles will be manufactured from 100 per cent recycled waste
