CHARMION  Céline  |  EFTHYMIOU  Anastassia  |  PARMAR  Meenakshi  |  QUARIN  Maria  Giuseppina  |  RAJ  ShruB    

GROUP  4  

               

                

Objective: to pass on the authentic “art de vivre” typical of the Provencal and Mediterranean culture through high-quality, effective and natural beauty products with a proven traceability (AOC products). Everything, including ambience, products and packaging, is created according to the brand values: –  Authenticity –  Sensoriality –  Respect –  Continuous improvement

Olivier Baussan Founded L’ OCCITANE in 1976  

The products offered by L’ OCCITANE: •  Personal care products (face, body and hair) •  Fragrances

Each L’OCCITANE product is inspired by the benefits of its ingredients and the evolved know how of region’s artisans.

The mission is to create a perfect beauty care experience for each consumer following the principles of: •  Phytotherapy

•  Local know-how

•  Respect of people and the environment

Main issue: the brand is getting older! Current average age of consumers > 45 years old More than one third of the buyers are over 60 years old, and this is becoming a trend.

This could lead to loss of consumers and loss of interest among young consumers. Young consumers do not want to be associated to a “granny brand”.

REJUVENATE the brand. L’ OCCITANE needs to activate a repositioning strategy in order to keep its current consumers and engage younger ones as well.

-  Make it a love brand

-  Create Connections

-  Build a Community

-  Engage younger audience

-  Make them ambassadors

•  20 – 35 years old

•  Young, energetic, vital, passionate, positive and active consumers

•  Modern but attached to traditional authentic values

•  Medium to high income level

i.e., 21% of French women (between 20-35 y.o.) 57,8% of the overall student population (female) Source: INSEE

Constructed Source

Constructed Receiver

Exte

rnali

zatio

n Internalization Rela+o

n   Culture  

-Warm colors like yellow -Smelling of lavender and other fragrances from Mediterranean -Simple look & Packaging -The Sun

-Mostly women -Sophistication -Nature loving -Pure -Rustic

-Trust -Purity -Organic

-Mediterranean/ French lifestyle -Traditional

-Sensitive -Nature loving -Believing in traditional values

-For aging people -Organic -French -Traditional -Socially responsible

Objectives à •  Personality traits •  Behavior as consumers •  Inner motivations to initially buy and

continue to buy one particular brand of beauty products

•  Their perception of L’Occitane

Results à •  Neither unique nor attractive •  Low price-quality ratio •  younger consumers are not

willing to pay a premium price •  No interviewee could remember

any of the L’ OCCITANE campaigns, which could mean:

Low brand visibility or ineffective marketing campaigns.  

30 women interviewed within 20 – 35 years old

Environment: •  Similar to a herbalist’s shop •  Too neat and rationally organized à  tends to give the perception of cold and rigid environment

•  The visual merchandising helps to recreate authentic Provence experience à  it makes the environment look old and uncomfortable

•  Product placement in store is not homogeneous, i.e., colorful products placed outside and inside the store they can’t be seen

à  From the outside, it looks promising for young consumers but inside, it’s the same old

•  Some stores look too colorful à Look like grocery shops at a glance

Most Consumers > 45 years old à attracted by the natural ingredients of the products and their benefits •  Only one salesperson •  Almost no interaction with consumers

à may result into a walk out since some customers are sensitive to attendance The target trusts salespeople and follows their suggestions and recommendations.

•  Low social media brand magnitude compared to its main competitor (Yves Rocher 4.7)

à not relevant enough to make them appear on the brand magnitude scale.

•  No customer engagement

•  Customer sentiment neutral

Facebook: 4M followers and 55,9K people around the world are talking about it Twitter: Default page is L’ OCCITANE USA which redirects people to follow US page instead of L’ OCCITANE FRANCE. à May result in ineffective online campaigning for France

Instagram: 61K followers but only 343 pictures posted which means that the company is not working actively on it. The goal should be to create a sense of community among consumers via social networks, sharing consumers’ experiences and making them ambassadors of the L’ OCCITANE brand.

Important attributes when buying a skin or hair care product: 1.  Brand 2.  Price 3.  Benefits of the product 4.  Ingredients 5.  Consistency and scent of the product 6.  Location

BUT à L’ OCCITANE would increase the relevance of its attributes only by becoming popular, i.e., by increasing its efforts through social networks and creating memorable advertisements, L’ OCCITANE could emphasize its brand value.

•  and •  •  , working or studying, and

independent •  , confident and , she

loves trying new things •  Sensitive and : she has

strong connections with her family and friends

•  : she has many interests, loves going out and travelling •  of Trends: stays updated

•  Trained salespeople dressed up in flowers in malls around L’ OCCITANE stores to make consumers feel welcome, near origami flower stalls (part of PR strategy)

•  Lavender fragrance in the stores to enhance the shopping experience and the connection of the brand to its origins

•  Refer to natural ingredients only implicitly, since this aspect is not likely to attract younger consumers

L’  Occitane  thought  about  you  today    

à free samples in origami flowers, using recycled paper, adding lavender fragrance on it

Find your light inside

Inner light    

L’ OCCITANE

Inner light    

L’ OCCITANE

Salespeople à represent the company first hand à direct touch with consumers •  Encourage younger consumers to visit L’ OCCITANE official website and social

communities to participate in e-contests to engage, entertain, acquire and keep them.

•  Inform about online discounts/ offers.

Petal stickers at the mall floor leading to the store, attracting attention with the message “find your light”.    

Light

your

find

Partnership with the popular French singer: Vanessa Paradis à  “Divine Idylle” as the song for L’OCCITANE’s

renewed image A clipping of 2 seconds (beats from the beginning of the same song) à used as the “copyrighted music” This song perfectly represents the target girl: who is free, independent, loving, has desires and fulfills them. the most-played French single worldwide during 2007 Source: Wikipedia

Dans l'espoir docile Tes ailes fragiles Je te devine Divine idylle L'amour qui sommeille Dans un souffle irréel Ma folie, mon envie, ma lubie, mon idylle Je te vole une plume Pour écrire une rime Au clair de la lune Mon amie l'idylle Mon âme idéale À la larme fatale Ma folie, mon envie, ma lubie, mon idylle Divine idylle - Mon âme idéale Sur mes vagues à l'âme Elle a hissé la voile J'ai le mal des chimères Le coeur en flammes Des étincelles Il faut qu'elle freine Si je ferme les yeux, elle m'appelle Ma folie, mon envie, ma lubie, mon idylle Divine idylle Mon amie l'idylle Je réve idylle Divine idylle Mon âme idéale Mon idylle

Attracting consumers by engaging almost all their senses: -  Touch à Virtual visit to L’ OCCITANE factories through touchscreen displays implanted

in stores and malls -  Smell à Fragrance of flowers (lavender, peony) -  Sight à Billboards on the bus stop that capture consumers’ attention and express

company’s values -  Sound à Music clipping from Vanessa Paradis’ song “Divine Idylle”

The campaign could be done during winter time in order to use the contrast with the cold environment to enhance the advertising effect. Give consumers a way to escape reality through their senses.    

 

Products displayed through billboards with release of associated fragrances at bus stops/ metro/ railway stations

Creation of relaxation area, making people take a feel of Provence through it. A photo booth would enable them to click pictures inside with a background of Provence and some fun props from L’OCCITANE.

“Feel the beauty of Provence and create memories inside our photo booth!”

Social Networks: •  Create a community in which consumers can find suggestions for their skin/hair

problems and share their recommendations and experiences •  “Windows” of the company to advertise new products, post tutorials to improve

consumers’ experience and inform them about events and origins of products àMake consumers feel connected to the brand by engaging their curiosity and fantasy •  e–contests (e.g. “send L’ OCCITANE a photo that best represents your experience with

the brand”) to make consumers participate actively with the brand.

Making consumers ambassadors of the brand

•  E-contest: #findyourlight: “Capture your best L’ OCCITANE experience alone or with your loved ones and appear on a L’OCCITANE hoarding in your city”

•  “Use “#lightenup” hash tag on twitter to share your problem and get personalized

solutions from L’ OCCITANE skincare experts”  

Share  your  idea  of  L’  OCCITANE  brand.Win  an  appointment  for  a  free  personal  consultancy  session  for  your  skin/hair  problems  with  a  specialist  from  L’Occitane.  

We  CARE  for  you  

Express your idea of L’OCCITANE and get a chance to become à the new face of L’ OCCITANE campaign!

•  “Foursquare” check-in, to track and analyze consumers.

•  Location based marketing would allow to increase in-store traffic, generate buzz among friends online and build loyalty.

•  “After 10 check-ins on different dates in a L’ OCCITANE store, receive a 10% discount.”

•  “After the first 10 check ins on the same day, the 10 customers get a free massage at the L’ OCCITANE spa”! <spa promotion>

   

Suggestive advertising à Provence recalling a magical place where fragrances are enhanced and landscapes seem to be endless and inspire freedom Create partnership with bloggers (like Chiara Ferragni) and illustrators (such as Margaux Motin) to change reputation to a vital, young, trendy and magical brand. Create personalised gift items, since L’ OCCITANE gift packages are very popular, by playing with the packaging.

“Let’s be creative”: The Project •  Special packaging by famous artists/stylists for the Christmas period in order to make

L’OCCITANE gifts not only more fun and stylish but also unique and special This project would help to increase the brand visibility and to make it more fun and magical for consumers. Additionally, after the Christmas and the first trial à •  The project will continue as an e-contest to give consumers the possibility to show their

creativity by submitting their sketches on the L’ OCCITANE website to create fun packaging for Valentine’s day and Easter.

“ Find your light in everything you do ”

L’OCCITANE  

Magazines read by the target: -  Elle -  Marie Claire -  Glamour

Sample included in a flat scented or igami flower, “natural” promoted r ight a c ro s s t h e p a g e f r o m cosmetics.

Let your love glow

Bring consumers to a magical dimension. à Lavender fragrance in the elevator accompanied by “Divine Idylle” clipping to give a sensorial experience.

OPEN  DOORS  ELEVATOR  CLOSE  DOORS  ELEVATOR  

Enabling sight + sound + smell à IMPACT QRL code leading to social communities of L’OCCITANE.

*  .gif  images,  effect  not  visible  in  PDF      

Visual 3D effect created in elevators to amaze/surprise the target audience with the “experience” of Provence, and others alike à Word of Mouth

Emotional response

Brand value Popularity

Consumer Behavior

Positive relationship

For all the advertising campaigns, highlight: •  The association of L’ OCCITANE with

Province: it’s origin, history •  Beauty, calmness, freedom à  Emotions which imbibe a positive feeling

of satisfaction and joy, centered around the theme of:

Fantasy : USP

Magazines  

Events  

e-­‐contests  

All components of “Attitudinal change” usedà •  Cognitive •  Affective •  Conative

The attitude towards the brand influences buying behavior. Customer interactions at the heart of L’ OCCITANE’s repositioning strategy.

à in order to create an ethereal image, highlighting emotions of love/ care/ freedom and extensive promotions for call-to-action, the desired result would be achieved.

Thank you for your attention!