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Benjamin Fitzgerald
Oct 24, 2017
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L’Occitane unveils new retail concept 'Sunshine'

Translated by
Benjamin Fitzgerald
Oct 24, 2017

"Simplicity and authenticity", such are the values that L’Occitane en Provence hopes to promote with the unveiling of its new retail concept, 'Sunshine'. It's a new look that beauty brand and retailer is deploying across its forty-something points of sale in Europe, the U.S., the Middle East, Asia and Russia. In France, the store on Paris' Avenue des Ternes is the first to showcase the new concept, with yellow - the colour  previously used on the former store fronts -- still serving to echo the provincial sun.

The Sunshine store front

In unison with the brand's new global website which launched in August, Sunshine serves as part of the global strategy for L’Occitane, which hopes to focus on the in store experience around its products. Much like the fountain at the centre of the Sunshine concept store, which allows the customer to test the brand's hand products, including the hand cream exfoliator - the bestseller of L'Occitane.

The store also offers a gift bar which allows customers to personalise gift pack, and it offers digital interaction for the clients, but discretely.

"The use of iPad tablets only serve for specific needs in store, meaning the numeric support does not interrupt the sensoriel experience of our clients," explained the retailer.  

Le bar à cadeaux au sein du concept Sunshine - L'Occitane

L’Occitane wants to got further with its in store experiences. In December, the brand will open a store on Regent Street in London, which will focus on personalisation, while for its future Paris Champs-Elysees boutique, L'Occitane has partnered with pastry chef Pierre Hermé for a focus on ingredients.

L'Occitane en Provence is part of L'Occitane International (Melvita, Erborian and L'Occitane Brazil). In the 2016-17 financial year, the Hong Kong Stock Exchange-listed cosmetics group listed, saw sales rise by 3.2% to 1.3 billion euros.

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