Premium Magnificence Information – How has L’Occitane en Provence managed to remain related in an more and more aggressive market lately?
Adrien Geiger – 50 years is each an achievement and a problem. Since 1976, L’Occitane en Provence has grow to be a benchmark in terms of balancing heritage and innovation. It has relied on its factories in France, together with its historic website within the area of Provence, whereas continually investing in analysis, product efficiency, and pure, ecoresponsible companions. However heritage shouldn’t be sufficient. All corporations have to reinvent themselves and foresee ever-changing client expectations.
That is how they’ll final: by being related and growing engaging merchandise. From the very starting, L’Occitane en Provence was based mostly on the assumption that pure components might ship efficiency, efficacy, but in addition sensoriality, in addition to tales, by connecting Haute-Provence with the entire world. We’re nonetheless guided by this perception.
Premium Magnificence Information – Speaking about this, how did the model renew itself?
Adrien Geiger – By strengthening what defines it: the connection between magnificence, people, and nature. L’Occitane en Provence ‘makes what can solely be discovered by kneeling down accessible to standing individuals’, particularly treasures like shea butter and lavender – two of our model’s signature components.
Immediately, this imaginative and prescient strongly resonates with our world, as we’re more and more disconnected from nature. Customers categorical the necessity for authenticity, factors of reference, which means, and honest relationships.
If L’Occitane en Provence turned from a small Provence market stall to a world icon, it is because of its potential to continually change, whereas preserving its roots. For its fiftieth anniversary, the corporate selected to reinterpret its origins and founding values, and to transform on its language, design and experiences as a way to construct bridges between heritage and modernity.
Premium Magnificence Information – How did you handle to revisit your packaging and model territory over time?
Adrien Geiger – By remaining true to the model’s essence. Through the years, our packaging has been redesigned to each meet purposeful necessities and attain ecodesign and circularity targets.
We emerged as refill pioneers as quickly as 2008, and now we provide options for over 30 merchandise, whereas growing recyclable packaging or integrating recycled supplies. Since 2025, we’ve been reinventing packaging so it’s much more sensorial, elegant, and sustainable. Our transformation began with the fragrance assortment, and it’s persevering with in 2026 with our iconic physique strains. Then, we’ll lengthen it to face and hair care ranges in 2027.
We’re additionally reinventing our visible identification as a complete, by reconnecting it to Haute-Provence, which is a land of traditions, tradition and biodiversity. The corporate reworked on its codes with a extra fashionable and constant colour chart. This shift is conveyed throughout the model’s entire ecosystem, together with merchandise, storytelling, and shops, and we continually take note of our environmental affect. We’re additionally decided to contribute to our territory’s creative vitality.
The primary instance of this new chapter is the Flora Orchestra marketing campaign launched in October 2025, after we absolutely recreated our fragrance assortment.
Premium Magnificence Information – How are your gross sales at present break up between the bodily and on-line channels?
Adrien Geiger – We went from a conventional retail mannequin to a very omnichannel one, with a world presence. The model affords genuine Haute-Provence way of life experiences, particularly via its L’Occitane en Provence Spas – the primary opened in 2001, and the model counts a few hundred now – in addition to via companion resorts: there are roughly 2,500 at present, together with practice stations, airports, airways, and naturally, on-line retailers.
Our distribution mannequin is predicated on a strategic steadiness between bodily shops, on-line gross sales, and our companions. Shops assist absolutely benefit from the sensory expertise and the model’s world, whereas e-commerce affords each closeness and availability. Gross sales distribution varies throughout markets, however the digital channel continues to develop steadily. In 2025, the L’Occitane Group achieved 45% of its gross sales via companion corporations, 29% via on-line channels, and 26% via retail.
Premium Magnificence Information – How is the model doing among the many others within the Group’s portfolio?
Adrien Geiger – Proper now, the L’Occitane Group brings collectively modern world manufacturers within the high-end magnificence market. This portfolio gathers most numerous merchandise and cultures, just like the cheerful, vibrant spirit of Sol de Janeiro, Korean cosmetics innovation with Erborian, and the Florentine magnificence of Vranjes Firenze fragrances. However they’re all free to blossom as a part of a shared imaginative and prescient: that of entrepreneurship, high quality, creativity, and innovation.
As a heritage model, L’Occitane en Provence holds a central place and accounts for practically half of gross sales. It was the architect of the Group’s imaginative and prescient, demonstrating each experience and dedication that also encourage the entire portfolio. The B Corp certification obtained in 2023 acknowledges this long-term dedication built-in to all operations, the availability chain, and governance.
Premium Magnificence Information – What are the model’s essential tasks and objectives now?
Adrien Geiger – This anniversary opens a brand new chapter targeted on a reasserted model trigger: Crafting life ties, with coronary heart and purpose. Given our eroded social bonds and weakened relationship with nature, this trigger guides all our actions, from provide chain to the Basis’s commitments, with concrete priorities in terms of social inclusion and entry to nature.
For the following 50 years, L’Occitane en Provence has undertaken to protect its heritage whereas reinventing itself, by considering globally, appearing regionally, and providing magnificence inspiring to all generations.
