L’Occitane Takes Its Provençal Heritage to Armenia for a 20-Creator Experience

The Armenian team organized activities including lavender-spindle making, candle decoration and paper recycling with lavender seeds. L’Occitane presents the gathering as an expression of the nature and craftsmanship associated with its Provençal identity.

A Local Setting for a Consistent Story The choice of location matters because the event did not require transporting participants to Provence to communicate that identity. Armenian lavender fields provided a setting in which the company could connect a local experience to the brand’s established visual and ingredient language.

The format also changes what a creator encounters. Participants were given activities to take part in, rather than only products to photograph. That can create a more specific story around materials, making and place.