Anna ANKRI - Lorelei BOSSONJenny DAI - Hédi GARGOURI

Matthieu PREDAL

The target

The target profile

The target habits

Women between 20 and 35 years old

Urban and activeStudents and young professional

Life lovers and curiousFresh and natural

Like having fun with friendsRead girls magazines

Like luxury, Champagne, colourSensitive to fashion

Connected to multiple social medias

Insights: top words from the communication ladder

Reduce the Provence and strong essences aspect

and rework the universe

Provence Quality Natural

Premium Strong perfumes

Insights : influences

• Young people work with recommendations when buying a cosmeticproduct: Word-of-mouth

So who is influencing our target?

• 42% of girls are influenced by their mother-> 2rd among the influencers, after the ads

Use the influencers to sensitize the target

Recommen-dations

Search for information

sDecision to purchase

Campaign objective

HUMANIZE

THE BRAND

Strategy

Competition strategy

36% of young girls buy Yves Rocher or Sephora

Brand values

Provence

Authentic beauty Legacy

Unique recipe

L’Occitane en Provence, The true beauty is inherited…

The media plan

Ecosystem : A 360° campaign

TV comercial

In – store experienc

e

Print

Digital

TV commercial

http://www.youtube.com/watch?v=01vH8wylSZw

Print Media

In-store experience # Refreshing

Store redesignMake the store appearance more fresh : brighter colors, spot lights on the productHiring a younger, knowledgeable vendors

Sales promotion• Test samples : engage the customers• QR codes : more product information and demonstration video’s• Push a coupon, offer discount to interact with the brand and increase the shopping excitement

In – store experience # The virtual window

Virtual mirrors : provide products advise Educate the customer

Video: http://www.youtube.com/watch?v=sft5ANEy17Y

In – store experience # Mother & Daughters campaign

A Mother & Daughters contest

One mother-daughter(s) picture taken in the store = 1 € for

women’s literacy in Burkina Faso

Best picture votesWinners : 500 € of l’Occitane products

Mother & Daughter’s dayEvery year in the store

Beauty activities, and demonstrations

Products advise and discounts on the products

A love brand - Loyalty program

“Recycle and be rewarded” card in any L’Occitane store. This card will be stamped when

returning an empty product, and get a product of your choice

every 5 returned product

Mother and daughter(s) come to l’Occitane for the first time :

1 product bought = 1 free

PhotographyConsumer generated

content

Community structuring

Drive to storePeer recommendation

Key Word : Consumer generated content => Involvement & emotional attachement to the BrandAlignment with the Offline campaign => The Mother/Daughter campaign

Digital campaign

Online Advertising

The Website: towards more interactivity

Participez au concours

Demandez votre carte

The Website: more than an e-shop

Replace the actual visuals with the new ones

Give more visibility to the social medias Facebook, Twitter, Pinterest

A website more interactive with 2 new tabs

“Ma consultation soin”:Define customer profile Give some tips and advise

“Concours”: presenting the Mother/Daughter constest

• Change the graphic/visuals/Esthetic

• Content rework => Advices for product use rather than product advertising

• Impulse/focus on the consumer generated content => Mother/Daughter photo contest

Social networks : Interact with consumers

• Launch of the Mother/daughter beauty campaign• Connected to Facebook => A way to involve the young target• Connected to the website

Social networks : Interact with consumers

Consumer generated contentViral & Buzz

Humanize the brand with pictures

Social networks : Youtube

Content generation & Channel management• Focus more on the emotional side and avoid to talk about products• Educate the new target on Product use: load demontrations & tips videos

 Pure Advertising• It’s the 2nd search engine worldwide• Cheap : 5c/view• Very precise targeting• Broader reach and higher ROI

L’Occitane

The true beauty is inherited

-

L’OccitaneEn Provence

Thank you for your attention !

Appendix

Qualitative research # Methodology

Objective : Understand the target behavior Construct a profile

• 50 interviews : from 22 to 30 years old, mostly students

• 2 parts of the interview :

Cosmetic behavior in general : identify what they purchase, why and how

Focus on L’Occitane purchases & brand image : what they think about the brand, if they purchase, why …

Qualitative research # Results (1/2)

• Usages & Habits

76% of girls from 20 to 30 buy in supermarkets36% of girls from 20 to 30 buy in Yves Rocher & Sephora

Importance to find a way to push them to the store

• Influencers

Promotion & advertising : 44 %Mother, family : 42 %

Does not use Internet to find information about their products : 76%

Qualitative research # Results (2/2)

• Brand awareness 95 % of these girls know the brand

• Brand purchases40 % of them have already bought a product

50% of their purchasing were for a present for mother or elder people

• Conversion rateless than 10% of girls who have already been in al’Occitane store bought at least one product

• Brand imageQuality products but old universe for them : 95% think

that L’Occitane needs to be rejuvenate

• Advertising2% of them remember a l’Occitane ad VS 20 % for

Yves Rocher or Sephora

Communication Benchmark

Youtube channels :

• Yves Rocher :http://www.youtube.com/watch?v=vLbX0REoSdw&list=PL799A804CA37F81FF&index=1• The Body Shop :http://www.youtube.com/watch?v=3FToZiDjQEw&list=PL7837B7F654498543

• L’Occitane :http://www.youtube.com/watch?v=_pAwhjItnjU&list=PLD20BEEA83DB3071B&index=1