With its packaging redesign, L’Occitane en Provence aims to reconnect with its roots while reinforcing its heritage of craftsmanship and authenticity. The new visual identity reflects the brand’s evolving strategic positioning.
The new bottles for liquid soaps, shower gels and hand lotions draw on the codes of traditional apothecary jars, complemented by the pump design.
Available in 350 ml and 500 ml formats, in glass or plastic, the bottles are now refillable, extending their lifespan while supporting the brand’s commitment to reducing single-use plastic packaging.
A custom packaging reinterpreting apothecary codes
To bring L’Occitane en Provence’s unique vision to life, Aptar Beauty developed a fully custom solution based on its Satine personal care pump, designed for generous dosages.
Featuring a 24/410 screw neck compatible with refill systems, the pump has been specifically designed to match the collection’s new proportions, with larger bottles and wider actuators and collars. Lacquered in an elevated glossy black finish, it ensures visual consistency with the rest of the products of the brand.
The actuator’s wide activation surface has been designed to enhance comfort and stability during use, making dispensing easier for consumers, including those with reduced dexterity.
For a premium user experience, L’Occitane en Provence challenged Aptar Beauty to find a technical orientation system to ensure the pump always perfectly aligns with the bottle when unlocked and ready for dispensing. Moreover, the pump is designed to deliver an optimized 500 μl dose to ensure controlled and clean dispensing.
A collaborative approach
According to Aptar Beauty, the project, built on a long-standing collaborative approach with L’Occitane en Provence, showcases the group’s ability to support brands at every stage of development, from design to industrialization, through its expertise in bespoke packaging and premium dispensing solutions.
“Our co-creation approach to custom development takes advantage of our technical expertise and manufacturing synergies to create unique pumps that support brand differentiation and product inclusivity,” said Benjamin Girard, Sales Director Custom, Aptar Beauty EMEA.
The pump is molded and decorated at Aptar Beauty’s flagship customization facility in Oyonnax, France, before being assembled at its Le Neubourg site.
“The synergies between Aptar Beauty’s French facilities supported local manufacturing, supply chain coordination and secure delivery of the final bespoke product in under a year,” highlighted the packaging maker.
