L’OCCITANE Travel Retail has kicked off its dynamic ‘Gift of Nature’ campaign with ‘nature positive’ and immersive pop-up stores at the main A and Z terminals at Frankfurt Airport. The four-month campaign, which is being run in advance of Earth Day in April, will be rolled out in Europe, the Americas and APAC countries.
The inspirational campaign marks the second chapter of the brand’s hugely successful ‘Nature Positive’ campaign which ran in 2022 with animated pop-up stores at key global airports in celebration of Earth Day.
The outstanding support offered by travel retail partner, Gebr. Heinemann, has ensured excellent positioning and visibility of the podiums at the two Frankfurt terminals. The enchanting, nature inspired ‘disruptive’ promotion will see the lush, verdant and vibrant 360º activation podiums organised by key brand ingredients that include Verbena, Almond and Shea Butter. There will also be a Nature Positive collection and attractive photo booth. With an abundance of foliage and natural props such as a wooden tree and flowers that exude real fragrance, the pop-ups underline key messages about sustainability and biodiversity.
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.
During the ‘Gift of Nature’ promotion a 150ml travel retail exclusive limited edition of the brand’s iconic, best-selling Shea Hand Cream will be available. The uniquely packaged hand cream will be presented in a 95 per cent recycled aluminium tube decorated with a rich and vibrant fauna and flora motif designed by Philippines-based illustrator, Raxenne Maniquiz.
An innovative Hand Cream Wall will allow customers to select a travel retail exclusive custom-made kit of 30ml creams from a selection showcased and they can also enjoy a hand massage with their chosen scent. The exclusive, pretty outer boxes made from FSC paper are personalised to Frankfurt. From April onwards, an exclusive travel retail collection of five 30ml top-selling hand cream sets will also be available in Rose, Shea, Cherry Blossom, Lavender and Verbena fragrances. Like the Shea Hand Cream, they are presented in a completely recyclable box manufactured from 100 per cent recycled paper.
To support the regeneration of biodiversity, L’OCCITANE Travel Retail will be offering a donation to NGO, Meli Bees, that supports regenerative agriculture in the most endangered areas of the Amazon. Customers can take an image of themselves on a rope swing beneath the tree in the Nature Positive photo booth and post it on Instagram. For every post, 1€ is offered by L’OCCITANE to Meli Bees, up to a maximum of 2,500€.
Customers can also enjoy a biodiversity digital engagement game and take advantage of a gift with purchase that includes ‘green travel’ miniature aluminium bottles.
Jens Peter Peuckert, Director of Marketing at Gebr. Heinemann, said: ‘With L’OCCITANE Travel Retail, we have a partner who is just as enthusiastic about offering eco-friendly products to travellers as we are. We are delighted that we, together with L’OCCITANE Travel Retail, can attribute to our spectacular assortment while at the same time making a sustainable impact in the beauty section.’
Mona L’Hostis, Head of Global Travel Retail Marketing of the L’OCCITANE Group, said: ‘When it comes to giving, the greatest gift of all is nature. As a trailblazing brand in sustainability, we firmly believe that with our ‘Gift of Nature’ campaign, we will inspire and engage with customers to think in a more eco conscious way. In doing so, we can all significantly contribute to protecting the biodiversity of the planet.’
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.
