L’OCCITANE is launching dynamic, ‘nature positive’ animated pop-up stores in airport duty-free locations throughout the summer. The campaign is already underway in Europe, continuing during the summer months, and will be rolled out in the Americas and Asian countries at the beginning of July.

This follows the successful launch in Paris of six ‘nature positive’ animated pop-up stores showcased at Charles de Gaulle and Orly airports throughout April, in collaboration with Lagardère Travel Retail and BuyParisDutyFree to celebrate Earth Day.

A spokesperson for BuyParisDutyFree said: “We, at BuyParisDutyFree, were delighted to have partnered with L’OCCITANE Travel Retail on this Earth Day ‘nature positive’ pop-up concept at our duty-free airport stores in Paris. By offering this exclusive eco-friendly retail experience to our travellers, we hope to reenforce our commitment on sustainability trying to provide alternatives to mass market beauty products.”

With the outstanding support of travel retail partner, Dufry Group, the compelling and inspirational ‘green’ roadshow will kick off globally: already in place in Madrid, it is scheduled to start in Sao Paulo in July and London in August.

The ‘nature-positive’ animated pop-up campaign will also embrace other countries including Panama, Bogota, Ecuador, Guatemala, Curacao and Uruguay.

Underlining L’OCCITANE en Provence’s commitment to sustainability, reducing waste and protecting biodiversity, the Paris animated pop-up stores cocooned the customer in a soothing, natural environment that included real flowers and the sounds of birds and locusts. Central to the pop-up was a recyclable cardboard tree, crafted from sustainable materials, from which customers could pluck a leaf in exchange for a complimentary on-the-spot treatment such as a hand massage or skin diagnosis. Each leaf contained a pack of flower seeds for customers to plant and nurture in their own pots and gardens.

To support biodiversity, L’OCCITANE Travel Retail also offered one per cent of its April sales to support tree planting through the Office National des Forêts (ONF) in France. Thanks to the continuing efforts of the L’OCCITANE Foundation and this initiative, approximately 40 hectares of forestland in France will be regenerated.

During the Earth Day ‘nature positive’ animated promotion, the brand highlighted its sustainable product ranges. It offered customers an interactive eco-game with QR code and travel retail exclusive limited edition of the brand’s iconic Shea Butter Hand Cream. This nourishing cream is made from organic Shea Butter sustainably-sourced from Burkina Faso, contains 96 per cent natural origin ingredients and is presented in a 95 per cent recycled aluminium tube. It is the best-selling hand cream marketed by L’OCCITANE Travel Retail worldwide.

“As a trailblazing brand in sustainability, L’OCCITANE firmly believes in inspiring and engaging with customers to reduce waste and to think in a more eco-conscious way. In doing so, we can all significantly contribute to protecting the biodiversity of the planet,”said Ekaterina Ievleva, Travel Retail General Manager EMEA & Americas. “We are hugely grateful to our partners, Lagardère and, BuyParisDutyFree, and Dufry Group, for their invaluable support in helping us to disseminate this crucial message through our ‘nature positive’ pop-up stores.”

L’OCCITANE has been an eco-pioneer since its inception in 1976, when it operated an innovative instore glass bottle return policy. Since then, it has committed to using eco-friendly manufacturing methods, eco-design and sustainable packaging with its motto of Reduce, Recycle, React. 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, ecofriendly stance in terms of products, packaging and commitment to reducing waste, protecting and regenerating biodiversity and reducing its environmental and carbon footprint.