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L’Occitane

L’Occitane

Company: L’Occitane International SA

Brand value: US$879 million

Headquarter city: Luxembourg

Category: Personal care

Year formed: 1976

L’Occitane is a premium beauty brand built on its closeness to nature, the traceable origins of its ingredients, and respect for the environment. Founder Olivier Baussan created L’Occitane in Provence in 1976, selling shampoo at local markets made with oil he had extracted from wild rosemary. Other products quickly followed, and the first L’Occitane store opened in 1981. There are now more than 3,000 L’Occitane retail outlets in 90 countries around the world, which all reflect the art-de-vivre and sensuality associated with Provence and the Mediterranean. Japan, China, Hong Kong and the US are among the brand’s biggest international markets. The range includes skin care, cosmetics and perfumes under several sub-brands, chief among them the core L’Occitane en Provence line. In 2017, L’Occitane announced a focus on fragrances (with the new Terre de Lumiere range) and face care. It launched Divine Harmony anti-aging creams and serums in early 2017, and plans to launch several new face care ranges in 2018. The company recently invested in US-based LimeLight by Alcone, to expand into color cosmetics and improve distribution. About 10 percent of total sales are through e-commerce, and stores provide «click and collect » services in many L’Occitane markets. In September 2017, L’Occitane unveiled a more modern store concept, called «Sunshine», in Paris; there are plans to introduce the concept in 40 stores within a year. In its communications, the brand’s message is: “L’Occitane en Provence, une histoire vraie” (a true story). In 2010, L'Occitane became the first French company to float on the Hong Kong Stock Exchange.