INTERNATIONAL. L’OCCITANE Travel Retail has relaunched the Immortelle Divine Cream from L’OCCITANE en Provence. The enhanced formula is being promoted in global travel retail via a dynamic brand awareness campaign that is initially being rolled out across 13 airports and downtown duty free locations in France, UK, China, Brazil and the US.

As reported, L’OCCITANE Travel Retail partnered with China Duty Free Group (CDFG) to unveil one of the Immortelle Divine animations at the cdf Haikou Mova Mall in Hainan.

The campaign, which is running for several months, features indoor and outdoor activations and is mirrored by a domestic market campaign.

The pop-up aims to educate travellers on the cream’s upgraded formula – a powerful and effective blend that incorporates essential oils and the Immortelle flower as its key ingredient.

(Above and below) The golden animation is designed to deliver a prestige beauty experience, centred on the revamped Immortelle Divine Cream

From October, travellers can enjoy a channel-exclusive Flash Skin Diagnosis at selected L’OCCITANE en Provence locations in global travel retail. The ten-minute diagnosis uses a device on both face and hair and offers bespoke product recommendations that address travellers’ specific skin and hair needs. This is followed by a Flash Face Care ten-minute priming treatment, which hydrates and soothes the skin before flying.

L’OCCITANE Group Head of Global Travel Retail Marketing Mona L’Hostis commented: “We are thrilled to relaunch our age-defying Immortelle Divine Cream in travel retail globally. With its new enhanced formula that reduces the appearance of age spots, coupled with its proven track record in naturally tackling the visible signs of ageing, it is a game changer when it comes to face care.

“In a perfect pairing, we are also excited to introduce our new Flash Skin Diagnosis customer experience from next month.”

An information wall highlights the cream’s efficacy and guides shoppers towards a consultation area where L’OCCITANE Beauty Advisors are on-hand to explain the science that powers the Immortelle Divine Youth Cream at the Haikou pop-up

The refreshed Immortelle Divine Cream 

The Immortelle Divine Cream is made from golden Corsican Immortelle flowers. The anti-inflammatory and healing benefits of the medicinal flower’s essential oils have been used for more than 2,000 years, L’OCCITANE says.

The refreshed formula delivers a myriad of anti-ageing benefits, antioxidants and skin radiance.

Made from Immortelle flowers, which are known for their anti-inflammatory and healing properties, the new formula delivers many anti-ageing and skin-enhancing benefits 

Recent clinical trials have shown the reformulated product to be more effective than Vitamin C in limiting age-related skin pigmentation and diminishing age spots. This is due to its key Immortelle Super Extract ingredient, which is a natural and effective alternative to retinol.

The Immortelle Super Extract strengthens the structure of the skin by stimulating collagen production and smooths lines and wrinkles.

The new Immortelle Divine cream also contains Lansium Domesticum Leaf Extract, an ingredient which reduces the high melanin content of hyperpigmented skin. The product tackles the main signs of ageing which include dark spots, wrinkles, loss of skin firmness and density, tone and texture.

The Immortelle Divine Cream tackles seven signs of skin ageing including spots, wrinkles and unevenness

Other noteworthy ingredients include the Immortelle Essential Oil and Immortelle Oily Extract. The former is a powerful natural antioxidant, with twice the efficacy of Vitamin E, which protects the skin against the damaging effects of free radicals. The latter nourishes the skin with essential fatty acids such as Omega-6 and Omega-9.

The formula also contains Immortelle Aqueous Extract, which acts as an antioxidant, protecting the skin by providing polyphenols and plant-derived micronutrients.

Clinical trials on a sample group of 36 women over a one-month period revealed that the Immortelle Divine Cream was shown to increase skin firmness by +51% and reduce the appearance of wrinkles by -19%.

In line with L’OCCITANE Group’s environmental commitments, the cream is packaged in a bottle made with 40% recycled glass without any cello-wrapping. As reported, L’OCCITANE Group has recently been certified by B Corp. ✈

Click here to read our interview with L’OCCITANE Group Sustainability Director Raphaëlle Archambeaud, who discusses the company’s B Corp Certification