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

The L’Occitane Group’s Travel Retail division joined forces with Extime Duty Free Paris and Extime JCDecaux Airport for a major new experiential activation at Paris-Charles de Gaulle and Paris-Orly airports, marking the 50th anniversary of Maison L’Occitane en Provence. From 21 April to 1 June, travellers were invited to journey to Haute-Provence through an immersive window via an “Extime Immersive Journey”, offering a 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.

At the heart of this journey, the focus was on pausing and reconnecting. Travellers were invited to discover the Maison’s sensory rituals through a relaxing hand massage, an olfactory experience centred on Almond, and a product discovery guided by ingredients. A photobooth inspired by the landscapes of Haute-Provence added a playful touch, while an audio experience offered a moment of relaxation in the middle of the terminals. Travellers had the opportunity to leave with one of three exclusive gifts unlocked according to their basket spend: an exfoliating body brush, an iconic pouch accompanied by three miniature versions of the Maison’s hero products, or a specially designed luggage tag created 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, Groupe L’Occitane Group, said: "Our partnership with Extime allows us to bring Maison L’Occitane en Provence to life in one of the world’s most dynamic Travel Retail environments. As we celebrate 50 years of our heritage brand, we wanted to create an immersive journey that captures the essence of Haute-Provence through sensorial experiences, storytelling and human connection. Travel retail is a unique stage where we can engage travellers in a meaningful yet accessible way, while driving both desirability and performance."

Isabelle Fourmentin, Extime JCDecaux Airport Managing Director, added: “On the occasion of Maison L’Occitane en Provence’s 50th anniversary, Paris Aéroport passengers were able to enjoy a unique 360° experience combining display on extime.com, DOOH and iconic in-airport activations. Thanks to the close collaboration between the L’Occitane, Extime Duty Free Paris and Extime JCDecaux Airport teams, travellers were immersed in the brand’s Provençal universe throughout their journey, creating a powerful driver of brand preference and conversion in Duty Free boutiques.”

Séverine Patureau, Commercial & Merchandising Director, Extime said: “With L’Occitane en Provence, we have designed 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 digital touchpoints to the boutique, we aimed to create a soothing, authentic, and sensory interlude that resonates with the brand’s DNA. Our ambition is to offer passengers far more than a shopping moment: a true escape, filled with meaning and emotion."