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L’Occitane en Provence – in 2020 #47

Parent Company: L’Occitane Group

Brand Value 2020: $809m (US$)

Change from 2019: +7%

Headquarter City: Paris

Category: Personal Care

Year Formed: 1976

L’Occitane en Provence is a premium beauty brand developed in Provence and available globally. The brand is known for its focus on nature, the traceability of its ingredients, and its commitment to respecting the environment. The brand’s 86Champs concept store in Paris, opened in 2018, is an experiential space combining beauty and gastronomy through its collaboration with pastry chef Pierre Hermé. L’Occitane en Provence has been developing a creative approach to retail, which can be adapted to local consumers in different markets. In the US, L’Occitane en Provence has launched the L’Occi Truck store on wheels. In Toronto, its theatrical space features suspended capsules used to infuse the store with the sights, sounds and feelings of Provence. The company is also focusing on purposeful initiatives. In 2019 it launched a three-SKU baby skincare collection, which uses shea butter ethically sourced from a women’s union in Burkina Faso, Africa. It continues working toward its goal of using 100 percent recycled plastic in its bottles by 2025, and signed a contract with Loop Industries, the Canadian recycled plastics company, in 2019. Outside of this, innovations and acquisitions are the brand’s main stories. The group has recently launched its own Obratori lab in Marseille for developing future cosmetics and wellbeing products. It also acquired luxury skin care line Elemis for $900 million in 2019.