L'Occitane launches multi-sensory fragrance experience at Shreeji Newsagents in London

L'Occitane en Provence has launched a four-day pop-up at Shreeji Newsagents in London's Marylebone, introducing Flora Orchestra, its new fragrance collection.

Taking place from 1-4 October, the activation invites visitors to explore a multi-sensory installation that presents the brand’s reimagined fragrance line through an experiential format.

Encouraging personal exploration through fragrance layering and guided discovery, the pop-up draws on the brand’s heritage in natural ingredients and Provence-inspired storytelling.

The new Flora Orchestra range forms part of a broader repositioning of L'Occitane en Provence’s fragrance portfolio, comprising 14 scents that span a diverse spectrum of olfactory profiles - from florals and woody notes to fresh aromatics.

In addition to the eaux de toilettes, the collection is also available in a range of bodycare formats, including shower gels, body lotions, hand creams, deodorants, and more.

The collaboration with Shreeji Newsagents reflects a shift toward non-traditional, community-based retail spaces that offer immersive storytelling and stronger consumer engagement beyond conventional environments.

It also aligns with wider industry trends where personalisation, experiential marketing, and sensory brand encounters are playing a larger role in influencing consumer behaviour.

For L'Occitane, the pop-up serves both as a product showcase and a case study in how heritage beauty brands are adapting their physical retail strategies to meet evolving expectations.