Global leader in dispensing systems Aptar Beauty, has partnered with L’Occitane En Provence to develop fully custom dispensing pumps to match the packaging rebranding of its hand care collection. With a unique design inspired by the brand’s apothecary heritage, the refillable pumps deliver an optimized, controlled dose while elevating the overall sensorial and dispensing experience.
A Custom Packaging Reinterpreting Apothecary Codes
L’Occitane En Provence’s repack of its hand care essentials is a return to its roots. The new visual identity of the hand soap, hand wash and hand lotion marks a strategic shift in brand positioning, reinforcing its legacy of craftsmanship and authenticity. The timeless bottle design is inspired by the apothecary jar, while the pump, the brand claims, is stamped as a witness of the rigorous artisanal process.
Available in both glass and plastic, the 350ml and 500ml redesigned bottles are now refillable to extend the product life cycles, in alignment with the brand’s sustainable development goals.
A Bespoke Pump Designed for Refillability and Controlled Dosage
To bring L’Occitane En Provence’s unique vision to life, Aptar Beauty developed a fully custom solution based on its Satine cosmetic pump, designed for generous dosages, with a 24/410 screw-on neck finish for refillability. The large actuator and oversized collar were specifically created to seamlessly match the new, wider dimensions of the packaging silhouette. Lacquered in an elevated glossy black finish, it ensures visual consistency with the rest of the products of the brand. The wide actuation surface is comfortable and stable, making it easy to use even for people with reduced dexterity.
For a premium user experience, attention is in the details. L’Occitane En Provence challenged Aptar Beauty to find a technical orientation system to ensure the pump always perfectly aligns with the bottle when unlocked and ready for dispensing. Moreover, the pump is designed to deliver an optimized 500 μl dose to ensure controlled and clean dispensing.
A Collaborative Manufacturing Approach
This project reflects the long‑standing partnership and strong collaborative approach with L’Occitane En Provence and Aptar Beauty, who was able to support the brand throughout the full development process and provide 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” Benjamin Girard, Sales Director Custom, Aptar Beauty EMEA
The pump is molded and decorated at the custom flagship facility in Oyonnax and assembled in Le Neubourg site. The synergies between Aptar Beauty’s French facilities supported local manufacturing, supply chain coordination and secure delivery of the final bespoke product in under a year.