Park Bo-gum’s Sun-Kissed Early-Summer Glow

Provence maison brand L’OCCITANE EN PROVENCE has unveiled the key visual for its new Shea Verbena Liquid Hand Soap campaign featuring brand ambassador Park Bo-gum.

Following the Almond campaign revealed in April alongside his appointment as ambassador, L’OCCITANE and Park Bo-gum’s second campaign spotlights the Shea Verbena Liquid Hand Soap as a lifestyle object that sensorially elevates everyday spaces. In a private setting where soft sunlight, cool shadows, and a pleasant breeze come together, Park captures L’OCCITANE’s signature Provence mood with his characteristically relaxed, understated presence. A casually draped white shirt, restrained styling, and the calm texture of the space combine to complete an early-summer sense of ease.

The “Shea Verbena Liquid Hand Soap,” held by Park in the key visual, stands out for its apothecary-inspired curved silhouette—drawn from the glass bottles of traditional Provence pharmacies—and its refined package design.

With a design that blends naturally wherever it’s placed and L’OCCITANE’s distinctive Provence sensibility, it becomes the most stylish gift for filling a space—going beyond simple hand care. Its refreshing verbena scent evokes Provence and lifts the mood, turning even the brief moment of washing your hands into a sensorial ritual and offering a chance to pause and catch your breath amid the rush of everyday life.

Additional campaign images featuring Park Bo-gum and the Shea Verbena Liquid Hand Soap will be released sequentially through L’OCCITANE’s official channels.