Poetry from Provence

The Problem :

The world of beauty was changing fast, and L’Occitane risked being left behind. Good products and wide distribution were no longer enough to withstand rising competition. To secure its future, the brand needed a unique, enduring voice and platform. 

The Brief :

Reintroduce L’Occitane to young beauty buyers by rediscovering and re-expressing the emotional power of its most distinctive asset: Provence.

The Solution :

Provence is a place where beauty is a way of living on a different, more natural rhythm. This truth is what the brand had always been in love with and this is what the brand needed to re-express. The platform “Unearth Beauty” invited people to recognize and savour beauty that emerges from both nature and within themselves, creating a timeless cultural agenda for the brand.