Industry News, Marketing News

L’Occitane Travel Returns to Annual TFWA Cannes 2024

Provence-inspired booth to unveil festive campaigns, innovative pop-ups and best-selling products.

L’Occitane Travel Retail has returned to the annual TFWA World Exhibition and Conference in Cannes.

The company is showcasing its beauty brands at the duty-free and travel retail event, which runs from Sept. 30 to Oct. 3, 2024.

This year, the group will shine a spotlight on its flagship brand, L’Occitane en Provence, and leading brands, Sol de Janeiro, Elemis and Erborian.

Liveried in Provençal green and adorned with olive trees, there are three meeting rooms, each themed to reflect the distinctive personalities of L’Occitane en Provence, Sol de Janeiro and Erborian.

The booth will feature bestselling product ranges within the brand portfolio and offer a sneak preview of future activations such as the L’Occitane en Provence Botanical Lab in Haitang Bay, the re-launch of the brand’s Immortelle Reset Serum and Erborian’s 360-degree campaign for CC Red Correct, a redness-reducing concealer.

Le Grand Voyage

The travel retail team will also provide a taste of the holiday campaigns for L’Occitane en
Provence and Sol de Janeiro. L’Occitane en Provence will launch the “Le Grand Voyage” global campaign, designed as an immersive 360-degree experience at airports worldwide. The activations promise an evocative ambience reminiscent of vintage train carriages. The campaign will include limited-edition TREX gifting sets, holiday novelties and a photo booth.

Celebrate Out Loud!

Sol de Janeiro will set the stage for its “Celebrate Out Loud!” campaign, featuring a
colorful safari theme. With giant dummies of hero products such as Brazilian Bum Bum Cream and jungle foliage, this activation will invite travelers to explore gifts made to escape the ordinary. Offering dynamic 360-degree animations across global travel retail hubs, the pop-ups will showcase an assortment with holiday limited editions and exclusive holiday sets.

Both campaigns will include digital and social media campaigns to support the activations.

“It’s been an exciting year for L’Occitane Travel Retail with the hugely successful roll-out of ever-more bold, immersive and innovative pop-ups in airports and Duty-Free locations worldwide,” said Evelyne Ly-Wainer, managing director global travel retail, L’Occitane Group. “As we continue to push the boundaries of innovation and disruptive activations, TFWA Cannes is the perfect setting to meet with our valued partners and share future plans.”

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