In this opinion piece, L’OCCITANE Group Managing Director Travel Retail, Export, B2B & Spa Worldwide Aline Valantin outlines the Group’s sustainability and biodiversity commitments and asks how the travel retail industry can be a trailblazer for positive change in the future.
Sustainability has leapt to the top of the agenda for the travel retail sector in response to increasing demand from consumers – and the media – to adopt more environmentally friendly practices.
In fact, in a post-pandemic world, where travel is increasing exponentially, customer demand for sustainable products has soared. In response, there has never been such a determined focus by the industry at every level to spearhead innovation and to address the sustainability priorities of the travelling consumer, and to lead the change.
At L’OCCITANE, brand research clearly shows that our continuing efforts to adopt a more sustainable approach has had a positive impact 84% of our travel retail and duty-free customers. 71% of whom said that they actively seek eco-friendly products.
This comes as no surprise, as travellers are becoming increasingly discerning about what they choose to buy, based on global environmental concerns. Consumers want more engagement in the debate and to address major issues such as ethical sourcing, biodegradable packaging, single-use plastics, and how to reduce waste.
In a recent survey by Tax Free World Association (TFWA) 70% of participants admitted to being influenced by a brand’s sustainability credentials when buying a product. It is therefore essential that our industry fully comprehends how sustainability can influence and shape the consumer’s purchasing behaviour and that it meets the challenge head-on.
How does our industry adapt to the shifting needs and priorities of the ‘sustainability-savvy’ traveller of today and can the industry be a trailblazer for positive change in the future?
Sustainability has always been at the heart of our business here at L’OCCITANE. We strive to communicate that message to our customers with an authentic voice and by implementing demonstrably effective eco-friendly choices. Since its inception, L’OCCITANE en Provence has been an eco-pioneer, operating an in-store bottle return policy in 1976 and as early as 1992, creating a customer awareness campaign dedicated to recycling and reducing plastic waste. We are committed to using eco-friendly manufacturing methods, eco-design, and sustainable packaging for our products in line with our motto of reduce, recycle, react.
To that end, L’OCCITANE Travel Retail launched eco-refills for travel kits in 2008. These were a game changer in the industry, offering an effective and practical solution for the modern traveller. We now have 25 eco-refills for products such as our award-winning Almond Shower Gel, Almond Milk Concentrate, Rose and Cherry Blossom ranges. Aside from using 90% less plastic than a normal bottle, eco-refills also cut plastic waste by approximately 200 tons annually.
In order to encourage the consumer to make more informed choices, all of us in travel retail need to keep igniting conversations that are relevant and inclusive. We can do this via our omnichannel network and to underline key sustainability messages during the shopping experience. In-store, we can stimulate customers via imaginative point-of-sale and visual merchandising, captivating storytelling online and offline, and by providing information that is both fun and entertaining.
For example, our APAC travel retail team recently held a sustainability-themed ‘Make Earth Green Again’ pop-up promotion at the Sanya International Duty Free Shopping Complex. Customers were invited to participate in an immersive and experiential journey.
The pop-up used innovative technology which included a touchscreen digital recycling game and consumer engagement wall to underline the sustainability theme. Other tools were employed to spark interest and drive discourse. This included the use of QR codes, digital information, augmented virtual reality and video game. The pop-up store featured a GWP promotion focusing on eco-refills and offered a complimentary recycled aluminium Forever Bottle. The bottle is the perfect travel partner and can be used time and again.
Meanwhile, the L’OCCITANE Clean Charter also addresses customers’ increasing concerns about the purity of product formula, ethical sourcing and waste. It underlines our commitment to sustainability with the creation of leave-on products with at least 95% natural original ingredients.
We have also committed to creating rinse-off products with at least 95% biodegradable ingredients, with both categories minimising our environmental impact. Our travel retail Solid range of soaps and shampoos adheres to the Clean Charter principles, conserving water and reducing waste with plastic-free packaging. The products save on luggage space and guarantee no leakage too.
Our dedicated and dynamic R&D team is constantly working on other inventive solutions. For example, they developed a dry shampoo that would cut down on the need for frequent hair washing and water usage. It views any potential obstacle as an exciting challenge and an opportunity for finding more innovative solutions.
L’OCCITANE en Provence was recently recognised in the 2021 progress report of the New Plastics Economy Global Commitment by the Ellen MacArthur Foundation. The brand was highlighted as one of the most committed brands in the fight against plastics. As a Group, we have also pledged that by 2025, 100% of our plastic bottles will be manufactured from 100% recycled waste.
At L’OCCITANE Travel Retail we believe in close collaboration with our travel partners and stakeholders in order to meet the expectations of the consumer. We share a common goal, so cooperating with collectives such as One Planet Business for Biodiversity (OPB2) makes profound sense as it allows us all to engage in open-source practices.
In having already joined forces with a positive call-to-action with the consumer, the travel retail sector is ahead of the game when it comes to sustainability. As an industry, we are in the driving seat and proof of our success will lie in the implementation of more eco-friendly policies. With a strong vision and a shared desire to make a difference, together we can create a more harmonious and sustainable world.
Note: The Moodie Davitt Report has launched an e-newsletter, Sustainability Curated, in association with L’Occitane. It offers a curated selection of key sustainability stories in travel retail and beyond.
To subscribe free of charge please email Kristyn@MoodieDavittReport.com headed ‘Curated Sustainability’. All stories are permanently archived on this website. If you would like to be added to its mailing list (or to those for any other Moodie Davitt titles), please click here.