L'Occitane en Provence has been supporting fair-trade production of Shea Butter in Ghana and Burkina Faso for over 40 years. For the launch of the new shea butter campaign in January 2023, we have designed and printed the first brand magazine.
Made to inspire and inform L'Occitane employees and customers, we have created a premium support, responsibly printed which could be kept and shared for a long time. The magazine tells more about the fabrication of the butter, why it is respectful to the environment and how it helps empowering the women who produce it.
We went shooting in the Organic Shea Butter Processing Center of Murugu, in Ghana.
Known as the “Women’s gold”, shea is a primary source of livelihood for women living in rural areas of Ghana and Burkina Faso. The fabrication of the butter is an ancestral technic that has been passed from generations to generations. At least fourteen different stages are needed to transform the nuts into a rich butter known for its exceptional moisturising properties.
Shea fabrication is not only providing economic support to a whole community, the harvest and trade of the precious nut has also preserved a fragile ecosystem, by protecting the trees and maintaining the rich and unique biodiversity of shea parklands.
''It's a product and a process that do good for local biodiversity and the ecosystem, good for furthering women's empowerment, good for waste reduction and, of course, good for your skin. In turn, each of these have their own positive impact... On and on.
So, in a way, it's the start of never-ending good."
Shea Butter Campaign
Additional assets created for the campaign
Campaign video and digital contents
Co-art direction: Celine Ducros
Photographer: Vincent Calmel
Content and Copy writing: Chloé Belloin and Ross Fowler
Printed in France by Grafik plus on sustainable paper and environmental friendly ink
for L’Occitane en Provence, 2022
