L’OCCITANE Travel Retail has kicked off its dynamic ‘Gift of Nature’ campaign in the Middle East. Having introduced a nature-focused installation at the Dubai Duty Free pop-up shop in Concourse D at Dubai International Airport in April, the campaign is now being continued off shelf in Dubai Duty Free shops.

The inspirational travel retail initiative – the first of its kind in the Middle East region – marks the second chapter of the brand’s hugely successful ‘Nature Positive’ campaign which ran during 2022. The initial campaign introduced vibrant and verdant pop-up stores at key airports across Europe, Asia, and the Americas in celebration of Earth Day.

Underlining the brand’s commitment to sustainability and protecting the planet’s natural biodiversity, the colourful ‘disruptive’ podium in the Dubai Duty Free Pop Up shop at Concourse D was constructed from recyclable materials and decorated with lush, natural foliage. The stand was adorned with real Lavender and Immortelle flowers, and a leafy olive tree.

Offering a 360º activation immersive customer experience, the pop-up was organised by key brand ranges that included Almond, Immortelle and Shea Butter, and the 86 Intense Collection, exclusive to the Middle East. There was also an entertaining and educational biodiversity engagement game that highlighted key messages about sustainability and biodiversity, as well as ‘traffic stopper’ treats and special gifts with purchase.

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. All the products showcased are presented in recycled and recyclable packaging and highlight the brand’s use of natural and biodegradable ingredients that adhere to the strict criteria of the Group’s Clean Charter.

Mona L’Hostis, Head of Global Travel Retail Marketing at L’OCCITANE Group, said: ‘We are thrilled to be launching the next chapter of our ‘Gift of Nature’ campaign in the Middle East with the fantastic support of Dubai Duty Free. We hope to inspire and motivate travellers to think more sustainably, so that together we can all make a difference to the health of our planet.’

Sharon Beecham, Senior Vice President for Purchasing at Dubai Duty Free, said: ‘Dubai Duty Free is delighted to collaborate with L’OCCITANE Travel Retail in promoting sustainable values and eco-friendly practices. It has been exciting to welcome travellers to this attractive and nature-inspired pop-up featuring several of the brand’s iconic product ranges and exclusive limited-edition collection. We look forward to continuing our partnership with the L’OCCITANE Group and sharing its innovative, sustainability-led initiatives with our customers.’ 

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.