“Sustainability has always lain at the brand's heart since its inception in Provence in the 1970s,” said Mona L’Hostis, Head of Global Travel Retail Marketing - L’OCCITANE Group
- Category
- Interview
- Date
- 21 July 2023
- Source
- AlCircle.com
Mona commenced her career with L'OCCITANE Group in 2013 as International Marketing Fragrance Product Manager in Paris, followed by International Marketing Executive in Skincare. She then became the company's International Body Care Group Manager in Switzerland in 2016 and progressed to Head of Marketing Travel Retail EMEA & Americas. Since 2019 Mona has been Head of Global Travel Retail Marketing for L'OCCITANE Group.
AL Circle: What inspired you to use recycled aluminium for packaging? Was sustainability there in L’OCCITANE since the beginning?
Mona: L’OCCITANE en Provence has been an eco-pioneer since its inception in 1976, when it operated an in-store glass bottle return policy. The brand is committed to using eco-friendly manufacturing methods, eco-design, and sustainable packaging for its products in line with its motto of reduce, recycle, react. We, therefore, continuously communicate and underline our eco-friendly credentials and ethics to our new and existing customers while offering them a vibrant and compelling travel retail shopping experience. This inspires loyalty and instils trust in the brand.
In terms of products, we introduced our Solid range and expanded our Clean Charter products. We also increased the number of travel retail sets with eco-refills on Hair Care and are delighted that our eco-refills are now available globally. We already added recycled PET to our bottles but did not want to ignore aluminium. L’OCCITANE en Provence has collaborated with Tubex Aluminium Tubes as we found Tubex’s technology attractive. It is based on 95% of post-consumer recycled aluminium. It’s crucial for us that we clean up what comes out of our bins also. The Tubex technology reduces CO2 emissions and the carbon footprint by 70% and 60%, respectively, compared to a standard aluminium tube on the market, so it’s a product that is both circular and has a low environmental footprint. We know this will appeal to our travel retail customers keen to reduce waste and their environmental impact on the planet.
This summer, L’OCCITANE en Provence is continuing its 2023 ‘Gift of Nature’ roadshow at global airports, which highlights the importance of sustainability. During the promotion, a 150ml travel retail exclusive limited edition of the brand’s iconic, best-selling Shea Hand Cream is available. The uniquely packaged hand cream is presented in a 95 per cent recycled aluminium tube decorated with a rich and vibrant fauna and flora motif designed by Philippines-based illustrator Raxenne Maniquiz.
To further reduce waste, we have taken a virtuous approach to packaging, using only 100 per cent FSC-certified paper with cellophane removed from most of our permanent kit portfolio. By the end of 2023, this will increase to 100 per cent, and we will be offering 100 per cent single-use plastic-free wrapping on TREX kits by the end of next year. At the beginning of 2024, there will be critical improvements in packs of two L’OCCITANE Travel Retail iconic products.
We look forward to reaching our target of 100% recyclable packs by 2025.
L’OCCITANE is proud to have teamed up with TerraCycle® too. In 2018, we introduced a nationwide recycling programme in our retail stores, offering recycling bins for used beauty, skincare and haircare products.
AL Circle: Do you think miniature recycled aluminium bottles offer a good and sustainable alternative to small plastic bottles for travel?
Mona: It is one good solution to reducing plastic waste. What is exciting is that many inspirational and dedicated creators and product designers globally - including at L’OCCITANE R&D in Provence – are tirelessly seeking to find new and evermore sustainable beauty packaging.
AL Circle: Is it true that you recently offered aluminium flight size bottles as a gift in a travel retail promotion?
Mona: Yes, we offered aluminium flight-size bottles as a travel retail gift to show that there are alternatives to using plastic. As a Cultivator of Change, L’OCCITANE incentivises its customers in all their sustainable actions by offering gifts with purchase, discounts, refill subscription cards and /or loyalty programme points across its global stores. The aim is to increase loyalty and to encourage customers to be part of ‘the change’ by collaborating on recycling their beauty empties, thereby reducing waste.
AL Circle: The ‘Forever’ bottle is used with eco-refills and in-store Refill Fountains. Tell us how that works?
Mona: The Forever Bottle is a chic addition to any home. Every bottle is made with durable, lightweight, recyclable and recycled aluminium and is embellished with images of the brand's signature ingredients. The bottle can be refilled at our Refill Fountains at key L'OCCITANE en Provence retail stores or used in conjunction with one of our eco-refills. The Fountains offer hand liquid, shower gel, shower oil, shampoo, and conditioner. There are 25 eco-refills across body, hair and skincare which use an average of 85 % less plastic. These eco-refills are also sold at airports and Duty-Free worldwide. The Forever Bottle has been offered as a gift with purchase in many company operations to encourage refills and reduce waste.
AL Circle: From where do you source the recycled aluminium used in the packaging for L’OCCITANE?
Mona: A key supplier is Tubex Aluminium Tubes.
AL Circle: How important is recycling and sustainability for L’OCCITANE?
Mona: Sustainability has always lain at the brand's heart since its inception in Provence in the 1970s. Our founder, Olivier Baussan, made it his business to ensure the traceability of ingredients and sourcing. He also introduced recycling in its early form by returning glass bottles to stores in 1992. Today, L'OCCITANE en Provence is regarded as a leader in sustainable beauty in travel retail, so we are always keen to underline the origins and authenticity of the brand. We have increased the number of travel retail sets with eco-refills, introduced our Solid range, and expanded our Clean Charter products. We also highlight our iconic ingredients, such as Almond, Verbena and Immortelle, and our fair-trade agreements and enduring relationships with our local producers.
AL Circle: What are the advantages of using recycled aluminium for your products?
Mona: Aside from the obvious benefits of reducing waste, products crafted from recycled aluminium make ideal travel companions as they are durable, unbreakable and lightweight, meaning that they can be easily packed in luggage.
AL Circle: Do you think aluminium packaging is a cost-effective solution, or is sustainability the reason for its popularity?
Mona: Naturally, the economics must be considered by any company considering switching to more sustainable alternatives for its product packaging. However, as an eco-pioneering brand,
L’OCCITANE en Provence will always look for solutions that are both sustainable and, of course, economically viable.
