L'Occitane HK launches pop-up experience that blends skincare and sustainability

L'Occitane Hong Kong has partnered with local upcycled art collective reEDIT to launch a pop-up event inviting visitors to explore the Immortelle flower, a key ingredient in its anti-aging products.

Also known as "Immortelle Atelier", the pop-up event at SOGO Causeway Bay ran from 15 May to 3 June. By combining recycled materials and artistic elements, it aimed to evoke the essence of L'Occitane's golden sun and the Immortelle flower, offering an unforgettable experience for those seeking inner and outer radiance, according to a spokesperson from L'Occitane.

The three-week activation centred on a 3P strategic framework, according to the release: "Planet" seeks to exemplify sustainable aesthetics through upcycling workshops; "People" denotes the brand’s objective to engage partners, influencers, customers, and employees; and "Profit" signifies the dual focus on immediate returns and long-term brand equity via community-building initiatives.

During the activity period, visitors registering at the entrance received a HK$50 shopping voucher alongside access to various experiential zones. These included aura photography sessions that captured unique portraits for guests and complimentary skin analysis with skincare kits.

Central to the event was an upcycling workshop titled "My upcycled charm", facilitated by reEDIT, where attendees transformed discarded materials into personalised bags or phone accessories while learning about L'Occitane's sustainability commitments.

Additionally, the space featured interactive elements such as an "Immortelle team" badge system and multi-sensory storytelling stations exploring the ingredient's journey from Provence fields to skincare formulations.

In terms of marketing strategies, L'Occitane prioritised guest experiences across eight dimensions, from personalised consultations to narrative-led tours by beauty hosts. The activation served dual purposes as both an educational platform for its signature ingredient and a demonstration of sustainable practices through hands-on activities.

To amplify the impact of the physical installation, a 360-degree outreach activation was leveraged, featuring influencer collaborations, business-to-business (B2B) engagements, and staff participation. It transcended conventional product promotion by creating shareable moments that blended artistic expression with environmental consciousness, while simultaneously driving both immediate conversions and long-term brand equity through experiential touchpoints.

Don't miss: L'Occitane HK tackles ocean waste with pop-up exhibition at Harbour City

Back in October last year, L'Occitane partnered with Plastic Odyssey, a global initiative against plastic pollution, and Harbour City to launch a pop-up exhibition, inviting the public to rediscover the relationship between the ocean and plastic.

It came as L'Occitane served as the main sponsor of Plastic Odyssey, to promote solutions for tackling plastic pollution at its source—on land. The exhibition aimed to be the first 100% sustainable exhibition space created by the three parties. To achieve this goal, all furniture and structures were made from recycled plastics and repurposed after the event. The designer furniture, crafted by reEDIT from recycled materials, featured information about the amount of recycled plastic used, reinforcing its commitment to reducing waste.

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