L'OCCITANE’s pop-up store in Hainan promotes sustainability with its recycled aluminium packaging

L'OCCITANE Travel Retail is debuting its compelling and immersive 'Gift of Nature' pop-ups, which emphasise the significance of sustainability and biodiversity at two of Hainan's top downtown malls, the Sanya International Duty-Free Complex and CDF Haikou Mova Mall. The French Luxury brand is known for using sustainable materials like recycled aluminium for their packaging.

L'OCCITANE en Provence, in line with its mission to decrease waste, has introduced limited-edition, travel retail exclusive packages inspired by the animation to increase customer participation. The packaging comprises the Shea Hand Cream composed of 95 per cent recycled and recyclable aluminium tube covered with a rich and bright fauna and flora theme drawn by Raxenne Maniquiz, a Philippines-based artist. The campaign also includes two 'Nature Positive' Hand Cream Kits (5 x 30ml with recyclable paper outer box), a Verbena Body Shower Kit with a refill, and a 150ml Shea Hand Cream pair.

The pop-ups were designed in tandem with florist Haomin Ye, who expertly worked with dried plants and enormous paper flowers. In addition, honeycomb boards and FSC-certified wood were among the recycled materials used in the inventive design. In June 2023, the exciting 'Gift of Nature' campaign from L'Occitane Travel Retail made its debut in the Middle East. All 'Gift of Nature' items are made from recycled aluminium. A limited edition of L'Occitane's best-selling Shea Hand Cream (150ml) in a 95% recycled aluminium tube was also made for the promotion.

The original 'Nature Positive' campaign was commemorated in Hainan with an eco-friendly 'Nature's Wonderland' themed promotion designed to increase customer interaction. This is the first time in Hainan that the 'Nature Positive' idea has been implemented in two locations simultaneously.

Grace Wang, General Manager of Perfume & Cosmetics of the China Duty-Free Group (CDFG), said, "We are pleased to strengthen our partnership with L'OCCITANE as we seek to offer our customers the most authentic, educational and engaging sustainability experiences. The L'OCCITANE en Provence' Nature Positive' animation bursts with natural life, and we hope that shoppers in Haitang Bay and Haikou enjoy this unique retail experience to discover the wonder of natural beauty and the true value of respecting biodiversity."

The lush, green, and vivid 360º activation podiums have experienced a woods transformation with their nature-inspired motif. They are supported by central plant pillars and embellished with wonderfully drawn tree panels at each corner. L'OCCITANE also pushes traffic to the animation with traffic-stopping scratch-and-win games to further pique client interest. The effort will highlight the brand's eco-forward credentials and dedication to becoming a change agent and industry leader in sustainability.

“We are thrilled to collaborate with CDF to introduce ‘Gift of Nature’ in Hainan – a region known for its abundant ecosystem, lush forests and charming wetlands. Marking the next phase of L’OCCITANE’s sustainability story in travel retail, our investment in expanding ‘Nature Positive’ across the island of Hainan aligns perfectly with the brand’s core mission to nurture nature for a better future. This uniquely bright and engaging celebration of nature sets the stage for travellers to play a part in creating a more sustainable future. We thank China Duty Free Group (CDFG), for its ongoing support and look forward to enchanting shoppers with the beauty of nature in Hainan this summer,” said Estelle de Bure, Managing Director of the L’OCCITANE Group Travel Retail.