L'Occitane launches 'Gift of Nature' campaign featuring recycled aluminium packaging

L'Occitane Travel Retail's exciting 'Gift of Nature' campaign has been officially launched in the Middle East. The brand is highly associated with aluminium and sustainability. All the 'Gift of Nature' products are composed of recycled aluminium. A unique limited version of L'Occitane's best-selling Shea Hand Cream (150ml) in a 95 per cent recycled aluminium tube was also created for the campaign. 

In fact, the 75ml and 150ml hand cream tube packaging L'Occitane en Provence is made entirely of recyclable aluminium. A nature-themed display debuted in April at the Dubai Duty-Free Pop-Up store in Concourse D at Dubai International Airport, and the promotion is currently being carried out in the shops' off-shelf areas.

This innovative travel retail project is the follow-up to the brand's tremendously successful 'Nature Positive' campaign of 2022. It is also the first of its type in the Middle East. At major airports in Europe, Asia, and the Americas, the campaign's first pop-up shops were a riot of colour and vegetation in honour of Earth Day.

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.'

As a leading proponent of sustainability in the Travel Retail industry, the L'Occitane Group is constantly working to support the sector through open-source sharing and by taking a proactive, eco-friendly stance in terms of products, packaging, and commitment to reducing waste, protecting and regenerating biodiversity, and lowering its environmental and carbon footprint.

Since its start in 1976, nature has been at the core of L'Occitane en Provence. It emphasises ecologically friendly farming and industrial processes, eco-design, and sustainable packaging to benefit local biodiversity, farmers, and communities under the slogan Reduce, Recycle, React. All displayed items are in recycled and recyclable packaging, emphasising the brand's use of natural and biodegradable components that meet the Group's stringent Clean Charter guidelines.

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.’