What are the secrets of L’Occitane en Provence success?
L’Occitane group offers high quality and premium beauty products and authentic fragrances. It is a 5 brands family of natural products: L’Occitane en Provence, L’Occitane en Brésil, Melvita, Le Couvent des Minimes and Erborian.
Melvita offers honey based products as well as a huge range of natural products for the whole family. Besides, Le Couvent des Minimes offers a complete range of naturals care recipes. L’Occitane en Provence uses more than 200 natural ingredients.
Thus, one must notice that one of L’Occitane en Provence key point in its strategy is to bring “provence” in its products through numerous authentic fragrances. Added to that, it has 5 brands which suits different needs. Besides, and still in this natural products and green perspective, L’Occitane en Provence has never tested its products on animals and develops most of its products with the ECOCERT label. Its cosmetics are chemicals free as well as chemical preservatives free. As a consequence, by developing natural fragrances, L’Occitane en Provence limits its environmental impact by developing eco-refilling with environmental friendly plastic. Bringing provence in its products is not the only key factor leading to the success of L’Occitane even if it is the number one feature the consumers are looking for.
Furthermore, L’Occitane en Provence quickly understood that growing and emerging markets are key to success. In fact, it expanded itself internationally through four key markets: the United States, Russia, Hong-Kong and China. For instance, L’Occitane has 186 shops in the United States and it intends to bring this figure to 400. In addition to that, 49% of L’Occitane activity is based in China. And it is a huge figure!
Being internationally developed could be not enough for a brand and this, L’Occitane clearly got it from the beginning. The natural cosmetics brand put the customer experience as well as the digital marketing at the heart of its strategy to gain more and more customers all over the world. In 2014, L’Occitane won the Qualiweb/Strategies trophy dedicated to the quality of the on-line customer relationship. Among 350 brands websites and 18 industries, L’Occitane was the only brand to answer to the 7 mysterious e-mails: four information request, a complaint, a technical problem on the website and an expression of sympathy. L’Occitane en Provence is a beautiful example of image coherence in the multi-channel customer relationship. One must observe a big homogeneity between the answers by e-mail or via Facebook and a particularly warm tone which one finds in the graphic standard. This quality of service finds itself in figures because the brand counts a lot of followers on Twitter.
As a consequence, L’Occitane en Provence knew how to adapt itself to different markets while creating customer loyality through social media and sensorial marketing at the store.