L’Occitane Travel Retail and CDFG debut ‘Gift of Nature’ sustainability campaign in Hainan

L’Occitane Travel Retail's ‘Gift of Nature’ campaign

L’Occitane Travel Retail has launched its ‘Gift of Nature’ campaign highlighting the importance of sustainability and biodiversity at two leading Hainan downtown malls: Sanya International Duty Free Complex and CDF Haikou Mova Mall. The initiative, run in collaboration with China Duty Free Group (CDFG), marks the second chapter of the L’Occitane en Provence ‘Nature Positive’ campaign, which ran in 2022 with pop-ups at key global airports in celebration of Earth Day.

In Hainan, the original ‘Nature Positive’ campaign was celebrated with an eco-friendly ‘Nature’s Wonderland’ themed promotion, geared to drive shopper engagement. This is the first time that the ‘Nature Positive’ concept has been run in two venues simultaneously in Hainan.

The ‘Gift of Nature’ promotion includes interactive touchpoints and transports visitors into a reimagined magical forest that encourages them to explore the brand’s core sustainability commitments of respecting biodiversity, reducing waste and celebrating craftsmanship. With their nature inspired theme, the lush, verdant and vibrant 360-degree activation podiums have undergone a woodland metamorphosis, supported by central plant pillars and adorned with illustrated tree panels at each corner. The forest ambiance is enhanced with foliage, towering blooms of Cherry Blossom and Lavender – one of the core ingredients of a product range by L’Occitane en Provence – alongside paper birds and butterflies, and wooden tree stumps.

The pop-ups were created in collaboration with florist Haomin Ye, who skillfully incorporated the dehydrated plants and paper flowers into the landscape. Meanwhile, the innovative design elements throughout made use of recycled materials, including FSC-certified wood and honeycomb boards.

Aligning with the brand’s commitment to reduce waste, L’Occitane en Provence has unveiled the animation’s limited-edition, travel retail exclusive sets to drive additional shopper engagement. These include two ‘Nature Positive’ Hand Cream Kits – Kit of 5 x 30-ml with outer box made from recyclable paper, Verbena Body Shower Kit with refill, and 150-ml Shea Hand Cream duo. The 150-ml iconic, best-selling Shea Hand Cream is uniquely packaged and presented in a 95% recycled and recyclable aluminium tube decorated with a rich and vibrant fauna and flora motif designed by Philippines-based illustrator Raxenne Maniquiz.

At CDF Sanya International Duty Free Complex, guests are invited to embark on a gamification journey inspired by the wonders of the forest which also offers shoppers the chance to win some deluxe product samples. On a giant digital screen nestled within foliage, the digital retailtainment enables travelers to better understand the brand's key product ranges, and sustainable concepts and commitments. To further ignite excitement among customers, L’Occitane is driving footfall to the animation via scratch-and-win games.

Grace Wang, General Manager, 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.”

Estelle de Bure, Managing Director of the L’Occitane Group Travel Retail, added, “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 travelers 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.”

As a leading exponent of sustainability within the travel retail industry, the L’Occitane Group continuously strives to support the sector with open-source sharing, and by adopting a proactive, eco-friendly stance in terms of products, packaging and commitment to reducing waste, protecting and regenerating biodiversity and reducing its environmental and carbon footprint. To further reduce plastic waste, L’Occitane Group has pledged that by 2025, 100% of its plastic bottles will be manufactured from 100% recycled waste.