School project Objective: To change the brand image of L'Occitane from old and aging to vibrant and young. This project aimed at understanding the alignment of brand and communication strategies.

1. CHARMION
Céline
|
EFTHYMIOU
Anastassia
|
PARMAR
Meenakshi
|
QUARIN
Maria
Giuseppina
|
RAJ
ShruB
GROUP
4

3. Objective: to pass on the authentic “art de vivre”
typical of the Provencal and Mediterranean culture
through high-quality, effective and natural beauty
products with a proven traceability (AOC products).
Everything, including ambience, products and
packaging, is created according to the brand values:
– Authenticity
– Sensoriality
– Respect
– Continuous improvement
Olivier Baussan
Founded L’ OCCITANE in 1976

4. The products offered by L’ OCCITANE:
• Personal care products (face, body and hair)
• Fragrances
Each L’OCCITANE product is inspired by the benefits of its ingredients and the evolved
know how of region’s artisans.
The mission is to create a perfect beauty care
experience for each consumer following the
principles of:
• Phytotherapy
• Local know-how
• Respect of people and the environment

5. Main issue: the brand is getting older!
Current average age of consumers > 45 years old
More than one third of the buyers are over 60 years old, and this is becoming a trend.
This could lead to loss of consumers and loss
of interest among young consumers.
Young consumers do not want to be
associated to a “granny brand”.

6. REJUVENATE the brand.
L’ OCCITANE needs to activate a repositioning strategy in order to keep its current
consumers and engage younger ones as well.
- Make it a love brand
- Create Connections
- Build a Community
- Engage younger audience
- Make them ambassadors

7. • 20 – 35 years old
• Young, energetic, vital, passionate, positive and active consumers
• Modern but attached to traditional authentic values
• Medium to high income level
i.e.,
21% of French women (between 20-35 y.o.)
57,8% of the overall student population (female)
Source: INSEE

8. Constructed Source
Constructed Receiver
Externalization
Internalization
Rela+on
Culture
-Warm colors like yellow
-Smelling of lavender and
other fragrances from
Mediterranean
-Simple look & Packaging
-The Sun
-Mostly women
-Sophistication
-Nature loving
-Pure
-Rustic
-Trust
-Purity
-Organic
-Mediterranean/
French lifestyle
-Traditional
-Sensitive
-Nature loving
-Believing in traditional
values
-For aging people
-Organic
-French
-Traditional
-Socially responsible

9. Objectives à
• Personality traits
• Behavior as consumers
• Inner motivations to initially buy and
continue to buy one particular brand of
beauty products
• Their perception of L’Occitane
Results à
• Neither unique nor attractive
• Low price-quality ratio
• younger consumers are not
willing to pay a premium price
• No interviewee could remember
any of the L’ OCCITANE
campaigns, which could mean:
Low brand visibility or ineffective
marketing campaigns.
30 women interviewed within 20 – 35 years old

10. Environment:
• Similar to a herbalist’s shop
• Too neat and rationally organized
à tends to give the perception of cold and rigid environment
• The visual merchandising helps to recreate authentic Provence experience
à it makes the environment look old and uncomfortable
• Product placement in store is not homogeneous, i.e., colorful products placed outside
and inside the store they can’t be seen
à From the outside, it looks promising for young consumers but inside, it’s the same old
• Some stores look too colorful
à Look like grocery shops at a glance

12. Most Consumers > 45 years old
à attracted by the natural ingredients of the products and their benefits
• Only one salesperson
• Almost no interaction with consumers
à may result into a walk out since some customers are sensitive to
attendance
The target trusts salespeople and follows their suggestions and
recommendations.

13. • Low social media brand magnitude compared
to its main competitor (Yves Rocher 4.7)
à not relevant enough to make them appear
on the brand magnitude scale.
• No customer engagement
• Customer sentiment neutral

14. Facebook: 4M followers and 55,9K people around the world are talking about it
Twitter: Default page is L’ OCCITANE USA which redirects people to follow US page
instead of L’ OCCITANE FRANCE.
à May result in ineffective online campaigning for France
Instagram: 61K followers but only 343 pictures posted which
means that the company is not working actively on it.
The goal should be to create a sense of community among
consumers via social networks, sharing consumers’ experiences
and making them ambassadors of the L’ OCCITANE brand.

15. Important attributes when buying a skin or hair care product:
1. Brand
2. Price
3. Benefits of the product
4. Ingredients
5. Consistency and scent of the product
6. Location
BUT à
L’ OCCITANE would increase the relevance of its attributes only by becoming popular, i.e.,
by increasing its efforts through social networks and creating memorable advertisements,
L’ OCCITANE could emphasize its brand value.

16. • and
•
• , working or studying, and
independent
• , confident and , she
loves trying new things
• Sensitive and : she has
strong connections with her family and
friends
• : she has many interests, loves going out and travelling
• of Trends: stays updated

17. • Trained salespeople dressed up in flowers in malls around L’ OCCITANE
stores to make consumers feel welcome, near origami flower stalls (part of PR
strategy)
• Lavender fragrance in the stores to enhance the shopping experience and the
connection of the brand to its origins
• Refer to natural ingredients only implicitly, since this aspect is not likely to
attract younger consumers
L’
Occitane
thought
about
you
today
à free samples in origami flowers,
using recycled paper, adding lavender
fragrance on it
Find your light inside
Inner light
L’ OCCITANE
Inner light
L’ OCCITANE

18. Salespeople à represent the company first hand à direct touch with consumers
• Encourage younger consumers to visit L’ OCCITANE official website and social
communities to participate in e-contests to engage, entertain, acquire and keep them.
• Inform about online discounts/ offers.

19. Petal stickers at the
mall floor leading to the
store, attracting
attention with the
message “find your
light”.
Light
your
find

20. Partnership with the popular French singer:
Vanessa Paradis
à “Divine Idylle” as the song for L’OCCITANE’s
renewed image
A clipping of 2 seconds (beats from the beginning
of the same song) à used as the “copyrighted
music”
This song perfectly represents the target girl: who is
free, independent, loving, has desires and fulfills
them.
the most-played French single worldwide during
2007
Source: Wikipedia
Dans l'espoir docile
Tes ailes fragiles
Je te devine
Divine idylle
L'amour qui sommeille
Dans un souffle irréel
Ma folie, mon envie, ma
lubie, mon idylle
Je te vole une plume
Pour écrire une rime
Au clair de la lune
Mon amie l'idylle
Mon âme idéale
À la larme fatale
Ma folie, mon envie, ma
lubie, mon idylle
Divine idylle - Mon âme
idéale
Sur mes vagues à l'âme
Elle a hissé la voile
J'ai le mal des chimères
Le coeur en flammes
Des étincelles
Il faut qu'elle freine
Si je ferme les yeux, elle
m'appelle
Ma folie, mon envie, ma
lubie, mon idylle
Divine idylle
Mon amie l'idylle
Je réve idylle
Divine idylle
Mon âme idéale
Mon idylle

21. Attracting consumers by engaging almost all their senses:
- Touch à Virtual visit to L’ OCCITANE factories through touchscreen displays implanted
in stores and malls
- Smell à Fragrance of flowers (lavender, peony)
- Sight à Billboards on the bus stop that capture consumers’ attention and express
company’s values
- Sound à Music clipping from Vanessa Paradis’ song “Divine Idylle”
The campaign could be done during winter time in order to use the contrast with the cold
environment to enhance the advertising effect.
Give consumers a way to escape reality through their senses.

22.
Products displayed through billboards with release of associated fragrances at bus
stops/ metro/ railway stations

23. Creation of relaxation
area, making people
take a feel of Provence
through it. A photo
booth would enable
them to click pictures
inside with a
background of
Provence and some
fun props from
L’OCCITANE.
“Feel the beauty of Provence and create memories inside our photo booth!”

24. Social Networks:
• Create a community in which consumers can find suggestions for their skin/hair
problems and share their recommendations and experiences
• “Windows” of the company to advertise new products, post tutorials to improve
consumers’ experience and inform them about events and origins of products
àMake consumers feel connected to the brand by engaging their curiosity and fantasy
• e–contests (e.g. “send L’ OCCITANE a photo that best represents your experience with
the brand”) to make consumers participate actively with the brand.
Making consumers
ambassadors of the
brand

25. • E-contest: #findyourlight: “Capture your best L’ OCCITANE experience alone or with your
loved ones and appear on a L’OCCITANE hoarding in your city”
• “Use “#lightenup” hash tag on twitter to share your problem and get personalized
solutions from L’ OCCITANE skincare experts”

26. Share
your
idea
of
L’
OCCITANE
brand.
Win
an
appointment
for
a
free
personal
consultancy
session
for
your
skin/hair
problems
with
a
specialist
from
L’Occitane.
We
CARE
for
you
Express your idea of L’OCCITANE and get a chance to become
à the new face of L’ OCCITANE campaign!

27. • “Foursquare” check-in, to track and analyze consumers.
• Location based marketing would allow to increase in-
store traffic, generate buzz among friends online and
build loyalty.
• “After 10 check-ins on different dates in a L’ OCCITANE
store, receive a 10% discount.”
• “After the first 10 check ins on the same day, the 10
customers get a free massage at the L’ OCCITANE
spa”! <spa promotion>

28. Suggestive advertising à Provence recalling a magical place where fragrances are
enhanced and landscapes seem to be endless and inspire freedom
Create partnership with bloggers (like Chiara Ferragni) and illustrators (such as Margaux
Motin) to change reputation to a vital, young, trendy and magical brand.
Create personalised gift items, since L’ OCCITANE gift packages are very popular, by playing
with the packaging.

29. “Let’s be creative”: The Project
• Special packaging by famous artists/stylists for the Christmas period in order to make
L’OCCITANE gifts not only more fun and stylish but also unique and special
This project would help to increase the brand visibility and to make it more fun and magical for
consumers.
Additionally, after the Christmas and the first trial à
• The project will continue as an e-contest to give consumers the possibility to show their
creativity by submitting their sketches on the L’ OCCITANE website to create fun
packaging for Valentine’s day and Easter.

30. “ Find your light in everything you do ”
L’OCCITANE

31. Magazines read
by the target:
- Elle
- Marie Claire
- Glamour
Sample included in a flat
scented origami flower,
“natural” promoted right
a c ro s s t h e p a g e f ro m
cosmetics.
Let your love glow

32. Bring consumers to a magical dimension.
à Lavender fragrance in the elevator accompanied by “Divine Idylle” clipping to
give a sensorial experience.
OPEN
DOORS
ELEVATOR
CLOSE
DOORS
ELEVATOR

33. Enabling sight +
sound + smell à
IMPACT
QRL code
leading to social
communities of
L’OCCITANE.
*
.gif
images,
effect
not
visible
in
PDF
Visual 3D effect created in elevators to amaze/surprise the target audience with the
“experience” of Provence, and others alike à Word of Mouth

34. Emotional
response
Brand value
Popularity
Consumer
Behavior
Positive
relationship
For all the advertising campaigns, highlight:
• The association of L’ OCCITANE with
Province: it’s origin, history
• Beauty, calmness, freedom
à Emotions which imbibe a positive feeling
of satisfaction and joy, centered around
the theme of:
Fantasy : USP

35. Magazines
Events
e-­‐contests
All components of “Attitudinal change”
usedà
• Cognitive
• Affective
• Conative
The attitude towards the brand influences
buying behavior.
Customer interactions at the heart of
L’ OCCITANE’s repositioning strategy.
à in order to create an ethereal image, highlighting emotions of love/ care/ freedom
and extensive promotions for call-to-action, the desired result would be achieved.

36. Thank you for your attention!