Poetry from Provence

The Problem :

The world of beauty is changing rapidly and l’Occitane was struggling to keep up the pace. Good products and wide distribution are simply no longer enough to resist the pressures of increased competition in the industry. To secure its future l’Occitane needed a step change. The brand needed a unique, long term brand voice and platform. 

The Brief :

Get young category buyers to think of l’Occitane next time they find themselves in the market for beauty by rediscovering and re-expressing the huge emotional and cultural meaning of the brand’s most distinctive asset : Provence. 

The Solution :

Provence is a place where beauty is a way of living on a different all together more natural rhythm. This is what the brand had always been in love with and this is what the brand needed to re-express. The creative platform which captured our unique cultural agenda ended up being “Unearth Beauty” : a celebration of the beauty which emerges from the depths of ourselves and nature.