Fragrance reborn: reimagined L'Occitane en Provence fragrance collection launches in travel retail

L’Occitane Travel Retail has unveiled the reimagined Fragrance Collection from Maison L’Occitane en Provence across airports worldwide from this month (October).

The launch marks the rebirth of the brand’s fragrance universe, uniting beloved icons and new references into a curated, premium collection of 14 timeless, sophisticated scents, each inspired by the diverse flora of Haute-Provence. With its refined design, the collection brings travelers a fresh and elevated take on the Maison’s olfactory heritage in advance of the Maison’s 50th anniversary year in 2026.

At the Airport: A Curated Discovery

The collection will be presented as a tailored assortment for travelers at airports globally. In APAC duty free, guests will discover Fleurs de Cerisier, Néroli Orchidée, Rose, and Lavande Blanche, while in EMEA duty free, travelers will be offered these four plus three additional scents – Cédrat, Lavande Poivre Noir, and Cèdre Encens.

This curated approach ensures both regional relevance and a consistent global identity, allowing travelers to indulge in a unique Provençal journey wherever they fly.

A Provençal Symphony of Scents

Inspired by the flora of Haute-Provence, the relaunched fragrance collection spans luminous florals, sparkling citrus notes, aromatic herbs, and deep woody accords. Each scent stands beautifully on its own, while also being designed to be layered and combined, inviting customers to craft their own unique signature and embark on new rituals of self-expression and discovery. The fragrances are also designed to be given as gifts, carrying with them the poetry and authenticity of Provence.

Among the highlights are:

• Fleurs de Cerisier (Cherry Blossom) – joyful and delicate.

• Néroli Orchidée – radiant and sensual.

• Rose – timeless and elegant.

• Lavande Blanche (White Lavender) – soft and luminous.

• Cédrat – sparkling citrus freshness.

• Lavande Poivre Noir – lavender with a spicy twist.

• Cèdre Encens – warm, resinous woods with incense depth.

The collection also introduces seven other captivating scents, including Osmanthus Abricot, Glycine, Noble Épine, Cèdre Gingembre, Mélilot, Barbotine, and Ortie Blanche. Together, these 14 fragrances form a flora orchestra, a virtuoso celebration of Provence’s diversity.

Creativity, Sustainability, and Storytelling

The relaunch is brought to life through Flora Orchestra, an artistic campaign created  in collaboration with Barcelona-born visual artist Hana Katoba. By blending photography with artificial intelligence, Katoba transforms ingredients into dreamlike Provençal landscapes, connecting L’Occitane en Provence’s olfactory world with art, imagination, and biodiversity. This renaissance also reflects the Maison’s broader ambition to refine every touchpoint of the brand: from evolving packaging – more distinctive, sophisticated and contemporary, yet rooted in Provençal heritage – to enhancing eco-credentials with practical fragrance refills. Each bottle is crafted from recyclable glass and designed with emotional resonance, offering customers both efficacy and wellbeing.

Fragrance Reborn: Design Meets Heritage

The new bottles draw inspiration from Provence’s iconic stone arches and ancient arched wooden doors, symbols of warm invitations into homes and villages. Finished with a chic black lid and subtle monogram derived from the Maison’s original 1976 logo, the design reflects authenticity, heritage, and contemporary elegance in perfect harmony. While the fragrances remain true to their cherished olfactory signatures, this reborn collection elevates the experience - uniting artistry, sustainability, and Provençal storytelling.

Mona L’Hostis, Marketing Director, Global Travel Retail, L’Occitane Group, said, "Fragrance is deeply personal, yet profoundly shareable. With the launch of L’Occitane en Provence’s reimagined collection, we are not just offering perfumes, but moments of meaning. In airports, where every journey begins, we invite travelers to step into Provence and to carry a piece of its light, its flora, and its artistry with them, wherever they go."