#Japan #Tokyo #L'Occitane #Provence #ART OF SCENT

L'Occitane Celebrates 50 Years: The Launch of 'Art of Scent'

L'Occitane en Provence, renowned for its dedication to high-quality natural products rooted in the culture of Provence, marks its 50th anniversary with an exciting new fragrance collection titled 'Art of Scent.' This collection introduces three mood-enhancing fragrances aimed at shifting your emotional state instantly: VERVEINE, LAVANDE, and VERVEINE AGRUMES. The first of these, the rejuvenated VERVEINE, is set to debut on May 27, 2026.

In today's fast-paced environment, maintaining a balanced mood can be challenging. L'Occitane's new fragrances draw on the calming and uplifting properties of botanical scents to help bring us back to our desired emotional state.

The Essence of Provence

The theme for this 50th anniversary is CRAFTING LIFE TIES, emphasizing the connection to Provence through its natural heritage and immersive experiences offered via the new products. The L'Occitane journey began in 1976 when the founder introduced rosemary essential oils at local markets in Provence. This spirit of appreciation for nature and a desire to share the beauty of Provence is at the heart of the brand's philosophy. L'Occitane believes in the power of “nature's gifts”, the “warmth of human hands”, and the “art of living beautifully” – ideals that persist in their product offerings.

Mood-Enhancing Fragrance Collection

The new fragrances don’t just smell beautiful; they encapsulate special experiences unique to Provence. Each fragrance is crafted to evoke the feeling of wandering through sun-soaked hills of the region, appealing deeply to our senses and mood. The scents act as a bridge connecting our aromatic experiences with our emotional needs, allowing us to switch gears seamlessly depending on the moment.

• - VERVEINE promotes concentration and clarity;
• - LAVANDE encourages relaxation;
• - VERVEINE AGRUMES revitalizes one’s energy.

As you choose the right fragrance for each moment, the plants of Provence help tune your mood according to your needs.

Introducing VERVEINE

The first product to be launched, the redesigned VERVEINE, embodies the essence of summer in Provence. VERVEINE, characterized by its light, lemony fragrance, stimulates focus and clears the mind. This essence is particularly beneficial during times of mental strain, such as studying or working.

The updated formula utilizes groundbreaking extraction techniques unique to the field of perfumery, capturing the fresh and lively essence of the verbena plant while ensuring sustainability through solvent-free practices. The result is a completely natural extract that provides an invigorating experience with every breath.

Product Lineup

1. VERVEINE Eau de Toilette - A refreshing fragrance blending citrus sparkle with gentle floral notes.
- 75mL: ¥8,470 (including tax)
- 10mL: ¥3,410 (including tax)
2. VERVEINE Perfumed Hand Cream - Hydrates the skin while leaving a subtle scent.
- 75mL: ¥3,300 (including tax)
- 30mL: ¥1,870 (including tax)
3. VERVEINE Perfumed Shower Gel - Cleanses effectively while leaving behind a light, fresh scent.
- 250mL: ¥3,960 (including tax)
- 500mL: ¥5,940 (including tax)
4. VERVEINE Perfumed Body Milk - Provides nourishment and hydration to the skin, perfect for evening routines.
- 250mL: ¥4,840 (including tax)
5. VERVEINE Refreshing Hair & Body Mist - A convenient mist invigorating both hair and skin with its lively scent.
- 50mL: ¥3,410 (including tax)

L'Occitane will also provide special wrapping paper featuring the VERVEINE design for any gift box purchases starting May 27.

Upcoming Fragrances

The LAVANDE series will launch on July 1, 2026, followed by VERVEINE AGRUMES on July 29, 2026, with further details to follow.

Conclusion

The 'Art of Scent' collection marks a significant evolution for L'Occitane as it integrates rich aromatic traditions into modern sensibilities, crafting a thoughtful blend for today’s lifestyle. As we celebrate the brand's heritage, we also embrace a future where mood and self-expression are effortlessly guided by the power of nature. L'Occitane invites you to discover your unique essence and enhance your daily experiences as you craft your own life ties with this captivating new collection.

For more information, visit the official L'Occitane website: L'Occitane Japan.