As it approaches its 50th anniversary, French beauty house L’Occitane en Provence is marking five decades of artistry, authenticity, and Provençal heritage with a bold new chapter — the launch of its reimagined Flora Orchestra fragrance collection. To celebrate, the brand hosted an intimate and immersive sensory showcase, The Art of Scent, at Sydney’s Museum of Contemporary Art (MCA).

The event was held at the MCA.

The event invited guests to “explore a flourishing new world of our Maison”, a phrase that perfectly captures L’Occitane’s evolution. While some might call it a redesign, the brand describes it as “becoming even more who we are” — a refinement rooted in its Provençal origins, inspired by nature, rhythm, art, craft and colour.

Welcoming guests, Pierre-Emmanuel Joffre, Managing Director of L’Occitane Australia, described the new collection as a heartfelt return to the brand’s foundations.

“This collection brings us back to where it all began — the soil, the nature, the people, the craftsmanship, and of course, the scents and colours of Provence,” Joffre said. “It feels fitting that we’re here at the Museum of Contemporary Art, surrounded by creativity and emotion. For 50 years, L’Occitane has honoured artisanship while embracing modernity, and tonight is a celebration of both.”

Benja Harney, Paper Engineer, shows a guest his flower creations.

Guests were treated to harp performances by Evelyn Zhang, bespoke scarf styling by Louisa Magnus, and sculptural paper flowers by Benja Harney, each crafted to reflect the fragrances’ floral personalities.

“Each fragrance evokes a moment — the rising sun, the calm of the fields, the starry night,” Joffre said. “We invite everyone to create their own emotion, to layer scents and compose their own Augusta. This collection is not just about perfume — it’s about memory, connection, and the emotion that scent awakens.”

The Augusta de L’Occitane collection introduces a refined structure that mirrors the natural landscape of Provence, organised into Floral, Woody, and Fresh collections — each representing a distinct sensory world within the Maison.

  • Floral Collections: Glycine, Rose, Noble Épine, Fleurs de Cerisier, Néroli Orchidée, Osmanthus Abricot, Ortie Blanche
  • Woody Collections: Cèdre Encens, Cédrat, Cèdre Gingembre, Lavande Poivre Noir
  • Fresh Collections: Lavande Blanche, Barbotine

Each scent tells a story — from the airy sweetness of Fleurs de Cerisier and the almondy powder of Noble Épine, to the zesty warmth of Cèdre Gingembre and the clean serenity of Lavande Blanche. Together, they embody the “art, craft, and colours of Haute-Provence.”

The Flora Orchestra concept is an invitation for consumers to explore the art of layering. Designed in perfect harmony, the fragrances can be combined to reveal new dimensions and express individuality.

“Fragrance layering is an art, a personal journey of olfactory discovery,” said Joffre. “By combining multiple scents, you can enhance the nuances of your favourite fragrance or create an entirely new signature. It’s creativity, connection, and emotion — all in one.”

Every detail of the new collection reflects L’Occitane’s deep connection to Provence. Benja Harney’s paper installations brought its flora to life, while Louisa Magnus’s scarf styling reflected the palette of the region. The bottles, designed by Hana Katova, feature elegant arch-shaped silhouettes inspired by the doorways of Provence — symbolic of warmth, welcome and timeless beauty.

Scarf styling at the event.

“From the design of our bottles to the creation of every scent, each element tells a story,” Joffre said. “This collection celebrates our first fifty years — and the fifty to come. It’s a bridge between heritage and innovation.”

As the brand celebrates its golden jubilee, the L’Occitane Group continues to invest in global growth and leadership. In May, it announced the appointment of Adriana Nicolae as General Manager, Travel Retail APAC, bringing two decades of experience in luxury beauty and travel retail, including roles with Lagardère, Parfums Christian Dior, and DFS Group.

“I’m excited to lead our efforts in a sector that connects travellers with unique products and experiences,” Nicolae said. “The APAC region is a strategic hub for travel retail, and I look forward to collaborating with our talented team to enhance our brands and deliver exceptional experiences.”

Evelyne Ly Wainer, Managing Director of Global Travel Retail, added: “Adriana’s appointment marks an exciting new chapter for the Group. Her leadership will help strengthen our footprint across APAC and propel future growth.”

The Group’s Travel Retail division now spans 270 airports, 42 airlines and 900 duty-free stores across 90 countries, representing powerhouse brands including L’Occitane en Provence, Elemis, Sol de Janeiro, Erborian, Melvita and L’Occitane au Brésil.

The Augusta de L’Occitane fragrance collection is available now at L’Occitane boutiques and au.loccitane.com.

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