Since April 29, BHV Marais customers can discover a unique corner of L'Occitane en Provence, which immerses them in the new world of the brand: "Cultivateurs de Changement".
This new identity, revealed at the beginning of 2022, reflects the brand's vision and concretizes the dream it has pursued since its creation in 1976: to work for the reconciliation of man with himself and with nature and affirm that this is possible. This philosophy is visually divided into 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 of the BHV Marais features the first chapter: Cultivating Nature. It values the key partners of L'Occitane en Provence, the producers, these men and women who grow in perfect symbiosis with their ecosystem the brand's flagship ingredients (lavender, verbena, immortelle, almond ...). This chapter highlights the incredible strength of living soils and the beauty of biodiversity. It also tells the story of agroecology and the techniques put in place by L'Occitane to support producers in their ecological transition.
The corner of the BHV Marais, which is scalable and will decline the four chapters, is part of the deployment of the universe "Cultivators of Change" in France and internationally in the shops and points of sale L'Occitane.