L’OCCITANE (pronounced LOX-EE-TAN) is a real romance novel. A simple story of being in love with nature and Provence, where the brand was born and some of the very best ingredients in the world can be found. It was always crucial for the brand to protect and give back to the natural world, so that generations to come could enjoy it as we have.
Last year, we launched a video, with Nick Grimshaw and Manon Lagrève, which explained How to say L’OCCITANE? Ever wondered how it should be pronounced? You weren’t the only one! Now that people know how to say LOX-EE-TAN, we thought it was important to create a series of films highlighting our commitments that we, as a brand, live by. We chose to focus on four; Supporting Producers, Empowering Women, Reducing Waste and Respecting Biodiversity.
We launched a campaign to find real men and women who had a true passion for the commitments that L’OCCITANE held dear to it’s heart, they formed our cast. We wanted to identify characters in the true sense and genuine story to make the film personal and give it an intimate tone.
We chose to shoot on a yellow background because it is synonymous with our brand and identity, always wanting to share the sunshine of Provence.
Meet the cast and hear why they would choose L’OCCITANE…
Evon, Biodiversity Enthusiast
Many people may have heard of the word ‘biodiversity’ for the first time this year, through David Attenborough’s recent documentary A Life On Our Planet. Evon has been aware and spreading the word to anyone who will listen about the importance of biodiversity for years. When we meet with her, she reminds us of the value of life and how quickly it could be lost, insisting that we must look after our planet and the species in it.
“L’OCCITANE were born in a biodiversity hotspot in the Mediterranean basin. A thousand plant species already saved and thousands of trees being planted in the UK and counting."
Jon Paul, Lifelong Lover of the Ocean
Jon Paul has always been gifted L’OCCITANE products in his stocking by his Mum, which he says is much needed because he spends so much time in the water surfing that his skin tends to be dry and salty and in need of a little TLC. It was through surfing that he got involved in the charity, Surfers Against Sewage (SAS), and became an ambassador. Some of you may remember that L’OCCITANE supported SAS earlier this year as part of our Green Day campaign. Sharing the same vision, Jon Paul was the perfect fit to communicate on our Reducing Waste commitment.
“I’m grateful that L’OCCITANE takes plastic waste so seriously. With beauty packaging recycling in so many stores pushing for 100% recycled plastic.”
Jay Jay, Women’s Empowerment Activist
Jay Jay relates to our Women’s Empowerment commitment. Having used our Shea Hand Cream for years, she loves it even more knowing that every shea product at L’OCCITANE supports the women who harvest the shea butter it in Burkina Faso.
“By committing to female producers in Burkina Faso, in the last 15 years they have gone from employing 12 women to over 10,000 on Fairtrade agreements.”
Bay Garnet, Queen of Thrift
This year, Bay was behind the project of getting Oxfam into Selfridges as part of the Project Earth campaign. She is conscious of the story behind each product. She has been a L’OCCITANE customer for years and is inspired by the relationship we have with our producers and our recycling initiatives.
“L’OCCITANE are humble…they know their producers by name with committed long-term relationships, so the land, the people, the plants, the ecosystems all flourish.”
Ameera, Waste Fighter
Like many of us, Artist Ameera has noticed how much single-use plastic she uses every day and therefore tries to reduce her use of it as much as possible. She has been a big fan of the L’OCCITANE Eco-Refills for many years and wants to spread the message to refill, reuse and recycle. Ameera was so inspired by the L’Occitane commitments that we continued our local partnership and she created a number of illustrations, each one in turn representing each core value.
“L’OCCITANE has been making Eco-Refills since 2008, reducing waste by 97%.”
L’OCCITANE is a real romance novel. A simple story of being in love with nature and Provence, where some of the very best ingredients in the world can be found. It was always crucial for the brand to protect and give back to the natural world, so that generations to come could enjoy it as we have.
Since its beginnings, L’OCCITANE has chosen to join many great humanitarian, ecological and artistic causes. To ensure the richness of our world is protected for years to come, we live by a number of commitments:
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