This year, L’Occitane en Provence celebrates its 50th anniversary, marking over half a century of weaving meaningful ties and celebrating connections. To honor this milestone, the Maison is launching a bold new campaign for its iconic product, the Shea Butter Hand Cream, centered on the message: “MEANT TO BE SHARED”.
Celebrating the Power of Connection: Hands and Generosity
The brand’s 50th-anniversary celebration honors the connections made stronger day after day, person to person, hand in hand. The campaign turns to the hands, a universal symbol of connection, capable of caring with a gesture and sharing warmth with a touch. This natural generosity has guided L’Occitane en Provence since the very beginning.
Since 1993, the Shea Butter Hand Cream has offered moments of comforting care. Shared by nature, then shared from generation to generation, mother to daughter, and friend to friend, it has become a cherished and shared ritual of care. The core essence of this campaign is care that is MEANT TO BE SHARED.
An Icon Born in Haute-Provence
The instantly recognizable Shea Butter Hand Cream is presented in its iconic paint tube. The famous aluminum tube design is almost as iconic as the cream itself. This packaging was inspired by the founder, Olivier Baussan’s, mother, a painter, as a lasting tribute to hands that create, craft, and care.
“The iconic design was an obvious choice connected to my mother and to generosity in symbiosis with the story of shea centering on women & sharing” — Olivier Baussan, Founder.
The packaging for the 150 ml size is made from 95% recycled aluminum. The cream remains timeless, with one picked every 5 seconds worldwide (between January 2025 and December 2025, according to internal data)
A Legacy of Care Built on an Exceptional Ingredient
Since the 1990s, L’Occitane’s experts in Haute-Provence have mastered the art of crafting high-dosage formulas. The Shea Butter Hand Cream is formulated with 20% Shea butter. This high concentration creates the iconic velvety texture that comforts countless hands, helping to nourish, soothe, and protect the skin from external aggressors while rebalancing its natural barrier. The cream delivers 2x more nourished skin after seven days of application and washing.
The rich texture absorbs effortlessly, leaving no greasy residue—only supple, smooth skin and a delicate, powdery scent. More than just a cream, it is the essence of a ritual of care and a little moment of self-care.
A Journey of Commitments: Partnering with Women in West Africa
L’Occitane en Provence works hand in hand with more than 6,000 women across multiple cooperatives to produce Shea butter. The producers call Shea ‘women’s gold’ because it is a vital source of income, playing a crucial economic and social role in their communities.
- Caring for your skin with Shea Butter Hand Cream connects you to this community of women in West Africa.
- The Karité Confort range is made with 100% organic fair-trade Shea butter.
- The women ensure sustainability by caring for the trees and leaving enough nuts to regenerate for future generations.
L’Occitane en Provence is launching a new chapter in its commitment to the Shea territory with a project dedicated to the whole forest ecosystem, created with and for the communities whose livelihoods depend on this precious resource.
Introducing the New-Look Karité Confort Collection
Alongside the hand cream campaign, L’Occitane en Provence is introducing the NEW-LOOK Karité Confort Collection. The Maison reinvents itself with new codes and refined designs while preserving its beloved sensoriality. The collection combines traditional know-how with scientific research to create effective products that leave dry to very dry skin comfortable and protected.
The Shea Ultra Rich Body Cream is clinically proven to moisturize and soothe while strengthening the skin’s barrier. It provides 24-hour continuous hydration.