Who are L’Occitante En Provence customers?
The cosmetic industry has grown at a healthy rate of 3.8% over the last 10 years. In fact, it has ridden out the crisis year with a high level of resistance. On both mature and developing markets, niche segments are set to see major growth. Natural or organic product markets are expected to surge at a rapid pace of around 10% per year from 2014 to 2019. This is good news for L’Occitane En Provence which aims to target more and more developing markets. Given this cosmetics market general trend, who is L’Occitane En Provence customer? What customer is this company targeting on a daily basis either via email or sensorial marketing through one’s purchase experience at the store?
L’Occitane en Provence is the brand which claims itself as the brand that “produces genuine care and natural fragrances”. Thus, the reference market is the natural and biological cosmetics one. L’Occitane en Provence is a premium brand as it sets high prices for its products. The aim of this brand is to bring the traditional benefits from Provence that is to say the French countryside. Having in mind these elements, one must conclude that L’Occitane En Provence satisfies those who are looking for the traditional provence fragrances in the cosmetics they use on a daily basis. For instance, here is a quick list of the main ingredients L’Occitane en Provence uses: the organic myrtle, shea butter, almond, verdon, verbena and lavender of haute provence.
L’Occitane En Provence customer target is very wide as it includes young and older women. The age bracket is 20-65 years old. Indeed, as L’Occitane en Provence brings provence in its products and traditional fragrances, either young or older women are seeking these fragrances. In addition to that, the young and older women come from middle and upper class as they can afford premium products. The ranges offered by L’Occitane en Provence are diverse as they go from fragrances to skincare as well as bath & body and haircare. Men are also another customer target as L’Occitane en Provence has a men range. It offers a men’s care for all personal grooming needs. Here again the target is very wide because every man who want to take care of himself will buy shaving and skincare products.
As L’Occitane en Provence makes products with ingredient of natural origin, the customer preference is clearly defined. In fact, there is a huge difference between a L’Oréal Paris customer and a L’Occitane en Provence customer. The two customer’s expectations are squarely different. The first one is looking for incorporated skincare technology in the products she buys whereas the second one is seeking provence, natural ingredients and genuine fragrances. As a consequence, the customer who buys L’Occitane en Provence is the one who look for nature in the cosmetics she uses and authenticity as well. She is certainly the kind of customer who will go out on a rainy Sunday to buy fresh vegetables from the street market. Added to that, she won’t miss an occasion to buy and eat organic food from time to time.
This brings us to the L’Occitane en Provence customer’s attitudes. Clearly, the customer of the discussed traditional cosmetics brand perceives its products as the best. In fact, all the ingredients are natural which goes with healthiness. As mentioned above, this customer will definitely go for everything which is likely to be green. Besides, regarding the buying decision process, if one considers L’Occitane en Provence loyal customers, it is definitely an irrational purchase driven by the love of nature and the bond L’Occitane en Provence creates with its customer via sensorial marketing.