GERMANY. L’OCCITANE Travel Retail has partnered with Gebr. Heinemann to launch the dynamic four-month ‘Gift of Nature’ campaign at Frankfurt Airport.
The partners have launched two ‘nature-positive’ pop-up stores at the main A and Z Terminals of the airport. The campaign is running in advance of Earth Day (22 April) and will roll out in Europe, Americas and Asia Pacific travel retail.
The Gift of Nature campaign benefits from high-profile locations and enhanced visibility at the two Frankfurt terminals. The disruptive animations seek to offer a 360-degree customer experience centred around three key brand ingredients: Verbena, Almond and Shea Butter.
L’OCCITANE en Provence’s Nature Positive collection is on offer at the pop-ups including a travel retail-exclusive 150ml format of its best-selling Shea Hand Cream. The limited edition is packaged in a 95% recycled aluminium tube decorated with a vibrant floral motif designed by Filipino illustrator Raxenne Maniquiz.
Designed to underline key messages of sustainability and biodiversity, the pop-ups are dressed in colourful foliage and nature-inspired design elements including a wooden tree, fragrant flowers and a biodiversity digital engagement game. Travellers can also enjoy special gifts with purchase, including ‘green travel’ mini aluminium bottles.
An innovative Hand Cream Wall is a key feature of the pop-ups and offer travel retail-exclusive custom-made kits of 30ml creams packaged in FSC-paper. The creams feature Sense of Place elements that are personalised to Frankfurt Airport.
Once choosing their desired scent from the wall, travellers can enjoy complimentary hand massages courtesy of L’OCCITANE.
From April onwards, L’OCCITANE is launching an exclusive travel retail-collection of five best-selling 30ml hand creams in the Rose, Shea, Cherry Blossom, Lavender and Verbena scents.
Like the limited-edition Shea Hand Cream expression, the collection is housed in a recyclable box made with 100% recyclable paper.
At the pop-ups, travellers can take pictures in the rope swing installation beneath the tree in the Nature Positive photo booth and post it on Instagram. For every post, L’OCCITANE is donating €1 to environmental organisation Meli Bees, which promotes regenerative agriculture in the Amazon.
L’OCCITANE Group Head of Global Travel Retail Marketing Mona L’Hostis commented: “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.”
Gebr. Heinemann Director Marketing Jens Peter Peuckert commented: “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.”
The campaign marks the second edition of L’OCCITANE’s successful Nature Campaign pop-up. The first edition ran in 2022 across key airports in celebration of Earth Day. The campaign highlights L’OCCITANE’s eco-credentials and commitment to becoming a ‘Cultivator of Change’ and a sustainable leader in the beauty industry.
Since its founding in 1976, L’OCCITANE has been committed to protecting nature, powered by its motto ‘Reduce, Recycle and React’. The company continuously implements eco-friendly agricultural methods, eco-design and sustainable packaging that benefit biodiversity, local producers and communities. ✈
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