Since April 29, customers at the BHV Marais can discover a new corner of L'Occitane en Provence, which immerses them in the new universe of the brand: "Cultivators of Change".
This new identity, revealed at the beginning of 2022, reflects the vision of the brand and concretizes the dream it has been pursuing since its creation in 1976: to work towards the reconciliation of man with himself and with nature and to affirm that this is possible. This philosophy is visually expressed in four "chapters" (Cultivating Nature, Revealing its Wonders, Awakening the Senses, Acting Locally) that tell the story of a year of L'Occitane, through visuals designed and produced by its own creative teams.
The pop-up at BHV Marais features the first chapter: Cultivating Nature. This chapter highlights L'Occitane en Provence's key partners, the producers, the men and women who grow the brand's flagship ingredients (lavender, verbena, immortelle, almonds...) in perfect symbiosis with their ecosystem. This chapter highlights the incredible strength of living soil and the beauty of biodiversity. It also tells about agroecology and the techniques put in place by L'Occitane to accompany producers in their ecological transition.
The corner at BHV Marais, which will evolve and include the four chapters, is part of the deployment of the "Cultivators of Change" universe in France and internationally in L'Occitane stores and outlets.