L'Occitane en Provence celebrates its 50th anniversary at Paris Aéroport

L’OCCITANE Group’s Travel Retail division has collaborated with Extime Duty Free Paris and Extime JCDecaux Airport to launch a brand new large-scale experiential campaign at Paris-Charles de Gaulle and Paris-Orly airports, marking the 50th anniversary of L’OCCITANE en Provence Maison. From April 21 to June 1, passengers were invited to travel around Haute-Provence through an “Extime Immersive Journey”, an engaging, multisensory and poetic experience.

A 360° campaign to celebrate 50 years of “life bonds”

Conceived as a reflection of the Maison’s deep and lasting bond with nature and Provence, the experience invited travellers to reconnect with its most iconic ingredients – Almond, Shea, Immortelle, Verbena and Lavender – throughout a carefully orchestrated sensory journey.

Even before arriving at the airport, passengers had the opportunity to discover the world of the Maison thanks to a media campaign with Extime JCDecaux Airport on the Extime.com marketplace, via the Extime Rewards newsletter, and through a prize draw on the Extime Instagram account.

An immersive journey at the heart of the terminals

The experience then unfolded at the heart of the terminals around a spectacular podium in Terminal 1 at Paris-Charles de Gaulle, designed as an open, walk-through space where storytelling, sensory discovery and exploration converged. Visitors were immediately immersed in the textures, scents and landscapes of Haute-Provence, reinterpreted for the world of travel.

The focus of this journey was on taking a break and reconnecting. Travellers were invited to discover the brand’s sensory rituals through a relaxing hand massage, an olfactory experience focused on almond and a guided tour of the products based on their ingredients. A photobooth inspired by the landscapes of Haute-Provence added a touch of fun, while an audio experience offered a moment of calm at the heart of the terminals. Travellers had the opportunity to take home one of the three exclusive gifts, depending on the value of their purchase: an exfoliating body brush, an iconic case containing three miniatures of the brand’s signature products or a luggage tag specifically designed for the 50th anniversary.

A high-impact campaign for maximum airport visibility

Beyond the podium, the activation extended across the entire airport ecosystem through a series of carefully choreographed touchpoints, developed thanks to the synergy and close collaboration between the brand, Extime JCDecaux Airport and Extime Duty Free Paris.

Iconic tables and branded furniture were rolled out in nine key boutiques, complemented by strong checkout displays and customised counters enhancing visibility at decisive moments in the customer journey. The checkouts also featured QR codes, enabling travellers to relive selected aspects of the experience beyond the podium.

The campaign received significant exposure thanks to a large-scale digital and out-of-home display led by Extime JCDecaux Airport, featuring more than 130 screens across the entire airport network, and two iconic large-format displays: the Shopping Emergence lightbox (Terminal 1) and the Bon Voyage et Welcome Lightbox (Terminal 2EM), which ensured continuous brand visibility throughout the passenger journey.

Evelyne Ly-Wainer, Managing Director, Global Travel Retail, L’OCCITANE Group, declared: “Our partnership with Extime has enabled us to bring L’OCCITANE en Provence Maison to life within one of the world’s most dynamic travel retail environments. To mark the 50th anniversary of our heritage brand, we wanted to create an immersive journey that captures the essence of Haute-Provence through sensory experiences, storytelling and human connection. Travel Retail is a unique setting where we can engage travellers in a way that is both meaningful and accessible, while enhancing the brand’s desirability and performance.”

Isabelle Fourmentin, Managing Director, Extime JCDecaux Airport, added: “To celebrate the 50th anniversary of L’OCCITANE en Provence, passengers at Paris Aéroport could experience a unique 360-degree activation combining displays on Extime.com, DOOH and iconic displays. Thanks to close collaboration between the teams at L’OCCITANE, Extime Duty Free Paris and Extime JCDecaux Airport, travellers were immersed in the brand’s Provençal world throughout their journey, creating a powerful driver of brand preference and conversion in duty-free shops.”

Severine Patureau, Sales & Merchandising Director, Extime Paris, said: “Together with L’OCCITANE en Provence, we have created an Extime Immersive Journey that celebrates the Provençal art of living and the richness of its natural ingredients. At every stage of the journey, from the digital experience to the store, we sought to create a sensory, soothing and authentic escape that resonates with the brand’s DNA. Our goal was to offer passengers much more than just a shopping experience: a true escape, rich in meaning and emotion.”