Beauty Advisor

L'Occitane en Provence launches new Immortelle Divine lines in duty-free. L'Occitane en Provence is strengthening its face care offer in global travel retail with the launch of Divine Targeted Wrinkle Care, the latest addition to the Maison's Immortelle Divine collection. The new treatment also features Immortelle Super Extract, the key ingredient at the heart of the range's longevity efficacy. It will be available from October in selected travel retail doors. The expertly crafted formula of this precision treatment represents the latest evolution of the Maison's long-standing Immortelle expertise and introduces travellers to its 'Longevity by Nature' approach, inspired by the remarkable resilience of the Immortelle flower and more than 25 years of botanical research into its properties. For L'Occitane en Provence, longevity is not a story of individual optimisation, but of the ties that sustain life. At every level, vitality depends on connections - between cells, organisms, ecosystems, communities and the environments they inhabit. The Maison's 'Longevity by Nature' approach reflects this conviction: supporting longevity means nurturing the living ties that enable people and nature to thrive. Longevity by Nature At the heart of L'Occitane en Provence's Immortelle expertise is a flower renowned for its legendary longevity and its extraordinary ability to retain its structure and colour for years even after being picked. For more than 25 years, the Maison has studied the Immortelle flower and harnessed its beneficial botanical properties in the creation of its face care range. Research into Immortelle has helped shape L'Occitane en Provence's understanding of skin longevity, showing how its extracts can support the biological connections and essential functions that contribute to skin vitality. Immortelle Super Extract is at the heart of the new Divine Targeted Wrinkle Care treatment. Designed to complement the existing Divine skincare ritual, the new treatment offers an advanced synergy of ingredients for exceptional proven results. Created to deliver an instant filling effect, it targets five types of expression lines in a single gesture: forehead lines, frown lines, crow's feet, under-eye lines and nasolabial folds. Its formula combines Immortelle Super Extract, which helps smooth wrinkles and support natural collagen; Hexapeptide-8, a peptide that softens the appearance of expression lines; and Hyaluronic acid, providing an instant filling and plumping action. Efficacy testing demonstrated an immediate 44% blurring of fine lines and wrinkles after the first application. * After one month, clinical and efficacy testing also showed a visible evolution in skin depth, volume and texture. ** From skin longevity to life ties The new Divine Targeted Wrinkle Care treatment builds on L'Occitane en Provence's long-standing approach to skin vitality and longevity. Rather than focusing on age or isolated visible signs, the Maison considers the connections that enable skin to protect itself, recover and regenerate and maintain its balance over time. This thinking reflects L'Occitane en Provence's broader Crafting Life Ties mission, which seeks to strengthen connections between beauty, people and nature. Rooted in Haute-Provence, the Maison combines botanical expertise, advanced science and a long-standing commitment to the authentic terrain and communities behind its ingredients. As the Maison celebrates its 50th anniversary this year, this philosophy is helping shape its next chapter: bringing together cultures, sustainability and scientific expertise while exploring how beauty can contribute not only to living longer, but to enjoying a more fulfilling life. Melanie Laroche, Brand Director, L'Occitane en Provence, Global Travel Retail, said: "Travel retail gives us a unique opportunity to introduce consumers from around the world to L'Occitane en Provence's face care expertise. With Immortelle Super Extract at the heart of our new Divine Targeted Wrinkle Care treatment, we can share a vision of longevity rooted in both nature and science, while inviting travellers to discover the deeper story and connections behind one of the Maison's most iconic ingredients." *The immediate 44% reduction in the appearance of fine lines and wrinkles is based on an efficacy test conducted on 37 volunteers in France, with results measured immediately after first application. **Long-term results were assessed after one month through clinical scoring on a minimum of 32 volunteers for under-eye, forehead, glabellar, crow's feet and nasolabial fold wrinkles; and efficacy testing on a minimum of 36 volunteers for measurements relating to glabellar, crow's feet and under-eye wrinkles.

L'Occitane en Provence sets sights on skin longevity with Divine Targeted Wrinkle Care launch. L'Occitane en Provence has expanded its skincare offer with Divine Targeted Wrinkle Care, the latest addition to its Immortelle Divine collection. It will roll out across selected travel retail doors from October. Building on more than 25 years of research into the Immortelle flower, the formula complements the existing Divine skincare ritual. It targets five types of expression lines: forehead lines, frown lines, crow's feet, under-eye lines and nasolabial folds. Divine Targeted Wrinkle Care combines Immortelle Super Extract, which L'Occitane claims to smooth wrinkles and support natural collagen, with Hexapeptide-8 to soften the appearance of expression lines. This is combined with hyaluronic acid to provide an instant filling and plumping effect. Immortelle Super Extract is a key ingredient across the Divine range. According to the brand, efficacy testing showed a 44% immediate blurring of fine lines and wrinkles following the first application. Clinical and efficacy testing after one month also demonstrated visible changes in skin depth, volume and texture. Longevity by Nature. The launch comes as L'Occitane en Provence marks its 50th anniversary in 2026. It builds on L'Occitane en Provence's long-standing research into Immortelle, a flower known for retaining its structure and colour long after being picked. This research has also informed the brand's 'Longevity by Nature' philosophy, which focuses on the biological connections and functions that contribute to skin vitality over time. Through Longevity by Nature, L'Occitane positions longevity not simply in terms of individual optimisation but through life-sustaining connections. The concept informs the company's broader Crafting Life Ties mission, which centres on strengthening connections between beauty, people and nature. This approach is rooted in Haute-Provence and combines botanical expertise and scientific research with a commitment to the landscapes and communities behind its ingredients. L'Occitane said its longevity philosophy will help shape the company's next chapter as it brings together scientific expertise, sustainability and cultural connections while exploring beauty's role in supporting a longer and more fulfilling life. L'Occitane en Provence Global Travel Retail Brand Director Melanie Laroche said, "Travel retail gives The Moodie Davitt Report a unique opportunity to introduce consumers from around the world to L'Occitane en Provence's face care expertise. "With Immortelle Super Extract at the heart of our new Divine Targeted Wrinkle Care treatment, we can share a vision of longevity rooted in both nature and science, while inviting travellers to discover the deeper story and connections behind one of the Maison's most iconic ingredients."

L'Occitane extends beauty Discovery into Hôtel Quintessence's guest experience. L'Occitane en Provence's new amenity partnership puts the brand inside a luxury hotel stay on Lake Tremblant. Published: Sep 4, 2026 12:38 AM L'Occitane en Provence has announced a new amenity partnership with Hôtel Quintessence on Lake Tremblant in Canada, adding a hospitality setting to the brand's customer touchpoints. Select L'Occitane products are now part of the guest experience at the luxury retreat. The partnership places beauty within a stay rather than a conventional shopping trip. Guests encounter the products in the course of everyday routines, giving the brand an opportunity to be experienced before a customer makes a separate retail purchase. Hospitality as a Discovery Channel For a beauty business, hotel amenities can function differently from counter sampling. The setting gives guests time to use a product, while the property's own positioning supplies context for how the brand is presented. The relationship is therefore both a business-to-business supply arrangement and a potential introduction to consumers. That does not automatically make it a retail acquisition success. The path from trying an amenity to buying a full-size product depends on whether guests can identify what they used and easily find it again. Clear product information and consistent availability would be important links in that journey. The Details That Will Define Its Scale Its strategic relevance is narrower but tangible: L'Occitane has added a named luxury property where product experience can become part of the brand relationship... Members-only article Unlock the rest of this story. Join free to keep reading RetailBoss beauty coverage, industry analysis, and market intelligence. Used publicly if you comment. Retailboss Inc. encourage your real first name. RetailBoss is an independent global news publication and business insights platform built for executives, founders, operators, analysts, marketers, investors, and brand leaders. Its reporting covers the retail shifts across luxury, fashion, beauty, technology and marketing strategy. * Since - 2011 * Audience - 50 Million+ * Coverage - Global Markets Its editorial stance Retailboss Inc. prioritize news value, evidence, attribution, and practical relevance to retail decision-makers. Sponsored work is identified, and editorial coverage is kept distinct from commercial partnerships.