L’Occitane’s sustainable brand experiences in travel retail rings true with authenticity

The brand’s efforts include responsible ingredient sourcing, eco-friendly packaging, and energy-efficient practices.

L’OCCITANE en Provence may be adapting to the rising nouveau expectations of millennials and Gen Zs, but its core values and origins have always been in tune with the authenticity and sustainability demanded by these consumers.

“When the brand was founded 48 years ago, this is the DNA from the brand,” said Green Yip, regional managing director for Asia Pacific Travel Retail. “We continue to uphold this core value by integrating sustainability in every aspect of our business.”

Speaking to Retail Asia, Yip assured that this commitment, reflected in its eco-friendly initiatives, will continue to be seen through their responsible ingredient sourcing and supporting local communities.

Serious effort is also put into such initiatives as eco-friendly packaging and energy-efficient practices to minimise the company’s carbon footprint.

A Lagardère Travel Retail report showed that the current demand for responsible consumption amongst travellers is rated 3.2 out of 5. This reflects a shift towards prioritising environmental responsibility, as modern travellers increasingly seek to reduce plastic use, support local economies, and choose eco-friendly products.

Millennials and Gen Zs, who are influential for their digital savvy and global awareness, are leading this shift towards sustainability.

In China, L’Occitane launched initiatives like the “Make Earth Green Again” pop-up at Sanya International Duty-Free Complex in Hainan.

This eco-conscious campaign activation not only showcases sustainable practices but also educates travellers on responsible consumption, embodying the brand’s values.

Innovative engagements

The resurgence of international travel, reaching 73% of pre-pandemic levels by the end of 2023, presents a prime opportunity for L’Occitane to leverage digital and interactive technologies, Yip said.

The brand is employing tools such as interactive “retailtainment” and personalised consultations to create engaging educational experiences.

Additionally, Yip said the brand is leveraging the growing number of global travellers, particularly from emerging markets in Asia-Pacific.

She highlighted the brand’s strategy of using social media to boost pre-travel awareness and partnering with duty-free retailers to enhance both pre-orders and the in-store shopping experience. Recent activations at the Sanya Duty-Free Shopping Complex featured interactive environmental games, product sampling, and personalised consultations.

In September, an animation for the brand’s Immortelle Divine youth range was launched at Mova Mall, Haikou, Hainan, with an information wall to educate shoppers on the product’s benefits.

Beauty ambassadors provided personalised consultations using the advanced Beauty Eye Skin Diagnosis Machine, helping consumers choose the best products and routines.  As an added treat, travellers could customise their purchases with personalised engraving.

“The brand also tailors product lines to meet the preferences of different regions within Asia- Pacific, ensuring that the offerings are relevant to consumers in the region,” said Yip, noting how some of their products and fragrances appeal to particular markets.

Shift to self-consumption

Another trend in the travel retail sector is the shift from gifting to self-consumption, according to the managing director.

“This also encourages the shift from tangible consumptions to intangible experience when consumers are looking for a product for themselves. They are expecting more personalised and sensorial services,” Yip said.

Picking up on this cue, L’Occitane offered a range of innovative products, including exclusive Travel Retail sets (TREX) and travel-sized items for self-consumers seeking complete skincare or beauty routines in a convenient format as well as gift with purchase (GWP) promotions.

“We aim to be at where our consumers are, introducing innovative products and personalised services that resonate deeply with our clientele,” she said.

“With sustainability initiatives [and] technology advancements, we aspire to redefine luxury retail, creating a memorable journey for every customer we serve in this vibrant region,” she added.