VIRTUAL RETAIL CREATIVE DIRECTION
L’OCCITANE RAMADAN
A virtual e-commerce experience for L’Occitane celebrating Ramadan through generosity and providing support through wellbeing tips
How do you create a virtual experience that
honours the spirit of Ramadan, its generosity,
community and reflection, while staying true
to L'Occitane's roots in craft and wellbeing?
The brief centred on five pillars: education,
gifting, community, wellbeing and cultural
authenticity. The experience needed to educate
guests on L'Occitane's craftmanship and
sustainability initiatives, celebrate the Ramadan
tradition of gifting, and bring people together
in a space that felt warm, communal and
genuinely culturally resonant. A collaboration with Bayan Yasien, a local
designer whose work was woven into the
campaign, ensured the experience was rooted
in authentic cultural expression rather than
surface-level representation.
MY ROLE
I led the creative direction during the initial concept in the proposal through to production and final delivery.
I wanted to recreate the spirit of Ramadan, as a time for the community, families and friends to come together to celebrate and share gifts in each others homes, by teleporting the user into the world of a traditional village scene set up during Iftar, and peeking their curiosity to see inside a home.
As well as being a shopping experience, I designed the experience to have the further features to offer additional wellbeing support:
- Wellbeing tips to learn about product benefits
- A skincare corner that gives specific recommendations for the fasting period
- Interactive videos to discover and “virtually engage” with the products
I designed the experience around the Advent Calendar and it’s artwork, transporting the guest inside the artwork and into one of the homes. I wanted to create a sense of intimacy by taking the guest through the living space, kitchen and roof top terrace all the while discovering the products and learning the wellbeing tips.
I translated Bayan Yasien’s intimate scenes into a traditional home interior for Ramadan. The presentation of the products were highlighted amongst the furnishings, as though ready to be gifted, whilst blending in props and colours from the brands provencial roots such as the iconic olive tree and lavender.
This is where the guest would discover beyond the products, learning skincare hydration and facecare tips and products to support during the Ramadan period.
I wanted the open air roof top to be exposed to twilight lighting, the between state between day time abstention and night time gatherings and celebrations.
To provide further benefit to the user and to open up further opportunities for conversion and engagement, I designed two features; a skincare quiz to offer personalised selections and a reward for sharing the experience with others.