L’Occitane en Provence honoured at FMCG Asia Awards 2025 for cause-driven innovation

Its “Ocean or Plastic?” pop-up reinforced its B Corp values and engaged thousands in collective environmental action.

L’Occitane en Provence won the Cause-Driven Campaign of the Year - Hong Kong at the FMCG Asia Awards 2025 for its “Ocean or Plastic?” pop-up exhibition. The campaign powerfully reflected the brand’s B Corp values, mobilising thousands toward environmental impact.

Held in October 2024, Hong Kong’s first fully sustainable exhibition was realised through a dynamic partnership with Plastic Odyssey, a global ocean plastic initiative; Harbour City, Hong Kong’s largest shopping mall; and local sustainability design studio reEDIT. This cross-industry collaboration was key to the project’s success.

The exhibition was built entirely from recycled materials, including over 800kg of upcycled plastic, designed for future reuse. The five-zone experience featured the Ocean or Plastic Zone with a sand art installation made from 400kg of recycled plastic granules, and the Plastic Odyssey Zone showcasing the global fight against marine pollution. The L’Occitane Zone highlighted initiatives like the #MEGA Beauty Empties Recycling Programme. Workshops by reEDIT encouraged creative reuse, and the MEGA Zone promoted recycling with membership benefits.

By fostering a circular community, the campaign encouraged collective responsibility and sustainable action beyond the exhibition. Over 5,500 customers registered, with 87% of visitors joining the MEGA recycling programme. The initiative generated more than HK$5m in media value and gained wide recognition. Endorsements from the Environmental Protection Department and the Consulate General of France further amplified the campaign’s leadership credentials. Additionally, the project earned five marketing awards in Hong Kong, underscoring its multi-faceted excellence.

L’Occitane en Provence continues to drive sustainability through the ongoing #MEGA programme in Hong Kong. Since 2021, it has collected over 2.3 million beauty empties, giving them a meaningful second life with social enterprise V Cycle. This ongoing commitment goes beyond a one-off event, demonstrating genuine dedication to environmental stewardship.

The FMCG Asia Awards recognised L’Occitane en Provence’s initiative as a benchmark for how purpose-driven partnerships can enhance brand equity and sustainability leadership in luxury retail across Asia.

The FMCG Asia Awards, organised by Retail Asia, recognises companies that have made a significant impact on the fast-moving consumer goods industry. It celebrates the excellence of those who consistently deliver exceptional products, drive innovative initiatives, and execute remarkable projects.

The FMCG Asia Awards is presented by Retail Asia Magazine. To view the full list of winners, click here.  For more information about the awards programme, you may contact Shela Ramos at +65 3158 1386 or [email protected].