Global dispensing systems leader Aptar Beauty has partnered with L’Occitane En Provence to develop fully custom dispensing pumps as part of the brand’s packaging rebranding of its hand care collection. The bespoke pumps, inspired by the brand’s apothecary heritage, are designed to deliver an optimised and controlled dose while enhancing the overall sensorial and dispensing experience for consumers.
L’Occitane En Provence’s repack of its hand care essentials represents a deliberate return to the brand’s roots. The refreshed visual identity, spanning hand soap, hand wash and hand lotion, marks a strategic shift in brand positioning aimed at reinforcing the brand’s legacy of craftsmanship and authenticity.
The timeless bottle design draws direct inspiration from the apothecary jar โ a nod to the brand’s longstanding artisanal process. The pump itself, as the brand describes, is stamped as a witness to that rigorous artisanal tradition.
Available in both glass and plastic, the redesigned 350ml and 500ml bottles are now refillable, extending product life cycles in alignment with L’Occitane En Provence’s sustainable development goals. The move towards refillable packaging also reflects a broader commitment to sustainable packaging practices across the beauty and personal care sector.
To realise L’Occitane En Provence’s vision, Aptar Beauty developed a fully custom solution based on its Satine cosmetic pump platform. The pump is engineered for generous dosages and features a 24/410 screw-on neck finish specifically designed to support refillability.
The large actuator and an oversized collar were purpose-built to seamlessly align with the wider dimensions of the newly redesigned packaging silhouette. Lacquered in an elevated glossy black finish, the pump ensures visual consistency across the full range of products.
The wide actuation surface offers comfort and stability, making the pump easy to use even for individuals with reduced dexterity โ an aspect that underlines the brand’s commitment to product inclusivity.
Attention to detail extends to the technical performance of the custom dispensing pumps. L’Occitane En Provence tasked Aptar Beauty with developing a technical orientation system to ensure the pump consistently aligns perfectly with the bottle when unlocked and ready for dispensing. The pump is also engineered to deliver an optimised 500 ฮผl dose, enabling controlled and clean dispensing with every use.
The project reflects the depth of the ongoing partnership between L’Occitane En Provence and Aptar Beauty, with Aptar supporting the brand throughout the full development process through quick in-depth technical assessments and high-value solutions.
“Our co-creation approach to custom development takes advantage of our technical expertise and manufacturing synergies to create unique pumps that support brand differentiation and product inclusivity,” said Benjamin Girard, Sales Director Custom, Aptar Beauty EMEA.
The pump is moulded and decorated at Aptar Beauty’s custom flagship facility in Oyonnax and assembled at the Le Neubourg site. The collaboration between Aptar Beauty’s French facilities supported local manufacturing, supply chain coordination and the secure delivery of the final bespoke product in under a year.
The end result is a refillable packaging solution that brings together technical precision, aesthetic integrity and sustainable packaging principles โ delivering on both the functional and brand ambitions of L’Occitane En Provence’s hand care relaunch.