L’OCCITANE

L’Occitane en Provence and commonly known as L’Occitane is an international retailer of body, face, fragrances and home products based in Manosque, France. The company was founded in 1976 by Olivier Baussan with the purpose to create a company that celebrates and preserves the traditions of his native Provence. The company name means “the Occitan woman”. In 2010, the company became listed on the Hong Kong Stock Exchange.

Industry

Skincare

Positioning

Natural Skincare Specialist

Stage

Established International skincare brand, trying to consolidate the Australian Chinese market.

Objective

  • ● Brand exposure towards the Chinese visitor market
  • ● Lead traffic to physical stores using media
  • ● Augmenting product recognition and build a solid foundation for future growth of the product.

Challenge

  • How to penetrate into the Chinese Tourist Market was a task for L’Occitane. They were not sure about what form of media they should choose to accurately approach the Australia inbound Chinese visitors.
  • The primary task was to precisely find targeted audience, and engaging with them using appropriate mediums, which requires deep evaluation of shopping behaviours. Comprehensive in-depth market insight was necessary in order to penetrate the Chinese visitor market. Lastly to implement market insight and improve the conversion rate is a challenge that requires an investment of great efforts in market research.

Solution

We provided L’Occitane with media resources that penetrate the Chinese tourist market by conveying information directly and effectively to inbound Chinese tourist through our tourism publications. This was one of the best ways to expose product information and increase store traffic. It is also a great chance to introduce L’Occitane’s brand story to Chinese tourists.
We featured L’Occitane’s Westfield and QVB stores in the published article (the two most popular shopping spots for Chinese tourists that have Chinese service), which would directly increase conversion rate. The tourism market-oriented campaign of advertorials lasted for 3 months from November 2017 to January 2018.
  • ● Provided L’Occitane with media resources that helps to penetrate the Chinese tourist market
  • ● Exposed product information and increased store traffic, which directly increased conversion rate

Results

Over 240,000 Chinese tourists engaged with Loccitane’s brand information through hotels and tour buses, and it has seen an increasing traffic to the physical stores during the campaign period.

Total Readership

88,000+

Total Impression

240,000+

Engagement Rate

2X

Strategy. Action. Results

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