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Emirates-magazine.com: Navigating the Global Trade Landscape with Insights on Duty-Free, Travel and Luxury market, Commercial Real Estate, and Leading Brands in Middle East and Worldwide
L’Occitane Group to Showcase Travel Retail Portfolio at TFWA Cannes

The L’Occitane Group is gearing up for a substantial presence at the TFWA World Exhibition & Conference in Cannes in 2023. This year's event promises to be a grand showcase, featuring not only L’Occitane en Provence but also an array of group brands, including Elemis, Grown Alchemist, Erborian, Sol de Janeiro, Melvita, and L’Occitane au Brésil, at the duty-free and travel retail global summit scheduled from October 1 to 5, 2023.

As part of their presentation, L’Occitane Travel Retail will unveil a selection of best-selling travel retail products from these newly integrated brands. Moreover, they will proudly announce their certification as a B Corporation, reinforcing their enduring commitment to effecting positive change. This commitment spans empowering the communities they invest in, safeguarding biodiversity, reducing waste, and addressing climate change.

In a significant upgrade from previous years, the L’Occitane Group will command an expansive 200-square-meter space at the event. This enhanced area will feature a Sol de Janeiro branded Bum Bum bar on its terrace, providing a unique touch to the display. Individual brand highlights will take center stage, shedding light on forthcoming products and innovations. To underscore their message of recycling and waste reduction, the booth will maintain a minimalist, nature-inspired design, complete with a flourishing olive tree on its terrace.

L’Occitane en Provence, a flagship brand within the group, will spotlight a new brand awareness campaign. This campaign will initially launch at 13 airports across France, the UK, China, Brazil, and the USA. The initiative encompasses outdoor and digital activations at key airports, complemented by a domestic market campaign. Focusing on people, products, and sensations, the campaign will emphasize gifting options and the brand’s groundbreaking Immortelle Divine innovations. Additionally, the brand will introduce its reformulated, iconic Immortelle Divine Cream, supported by new scientific research showing its ability to diminish age spots.

Sol de Janeiro, a brand that has enjoyed remarkable success in travel retail, particularly among tech-savvy Millennial and Gen Z travelers, will also benefit from a brand awareness campaign. As one of the fastest-growing skincare brands in North America, this campaign's first wave is already rolling out in France, the UK, Spain, Greece, and Turkey, with activations at nine airports. The second wave is set to coincide with the December holiday season in Europe, APAC, and the Middle East.

Mona L’Hostis, Head of Marketing Global Travel Retail for L’Occitane Group, expressed her enthusiasm, stating, "Participating in the TFWA annual global summit is always a pleasure, and this year we have so much exciting news to share, especially the amazing results from the roll-out of our new brands. In addition to highlighting many of our forthcoming travel retail innovations and campaigns, the event will afford us an excellent opportunity to underscore our core message regarding sustainability, with the announcement that our Group has become a certified B Corporation."

L’Occitane en Provence has received recognition for its commitment to combat plastics, as highlighted in the 2021 progress report on the New Plastics Economy Global Commitment by the Ellen MacArthur Foundation. The L’Occitane Group has pledged that by 2025, all of its plastic bottles will be manufactured from 100% recycled materials.

The group continues to support the sector with open-source sharing and is proactive in adopting eco-friendly practices in products, packaging, and waste reduction. Their dedication extends to safeguarding and regenerating biodiversity and reducing their environmental and carbon footprint.