What we analyze and what we rescue from the great Luxury brand L'Occitane

As part of a comprehensive effort to analyze how consumers perceive the luxury skincare brand L'Occitane in Paris, a detailed survey was conducted with 33 participants aged 18 and over. This study aims to provide valuable insights into the brand’s position, customer engagement, and areas for strategic improvement. The findings highlight key perceptions and opportunities for L'Occitane to strengthen its brand identity, boost engagement, and enhance its strategies to attract a broader audience.

The survey revealed that L'Occitane’s primary customer base is predominantly female (72.7%), with smaller representation from men (18.2%) and non-binary individuals (9.1%). Most respondents belong to the 26–35 age group, positioning L'Occitane as a favorite among young professionals. This demographic is likely drawn to the brand’s emphasis on natural ingredients, quality, and wellness. However, this highlights an opportunity to diversify the customer base. Developing inclusive marketing campaigns and gender-neutral product lines could broaden its appeal and foster greater inclusivity, while creating specific premium products for older demographics could also attract new customers.

L'Occitane’s French heritage and association with luxury were recurring themes throughout the survey. Many respondents valued the connection to Provence, describing the brand as eco-friendly, trustworthy, and effective. However, while 51.6% of respondents found the pricing reasonable, 45.2% considered the brand expensive, reflecting its premium positioning. To address this perception, L'Occitane could focus on communicating the value of its products through storytelling about sustainability, sourcing practices, and product benefits, alongside offering smaller, affordable options for entry-level consumers.

What can we begin to conclude so far? 

We can say that many L'Occitane for the first time through physical stores and that as a characteristic culture, they are attracted by the fragrance, the decoration and the organization. Landmarks, such as the Champs Elysées, were praised for their design and ambiance. However, to maximise their potential. 

L'Occitane could also expand its digital marketing efforts, as the brand-customer relationship is not as strong as it should or would like it to be, the idea is to push and risk, seek to generate connection through social media, targeted online campaigns and could even amplify the brand's visibility among the younger and tech-savvy audience.

The survey was a success, the objective was met, and more than half of our French respondents (66.7%) found the survey itself attractive and convenient to complete, an interesting finding. At the end they commented that they rarely or occasionally buy products, but it is within their options, which highlights an untapped potential for increasing customer loyalty.

Finally, I would like to highlight that L'Occitane is perceived as a PREMIUM BRAND with an eco-conscious and strong French root. However, there is room for improvement in terms of inclusivity, affordability and customer engagement. This analysis not only informs the future direction of L'Occitane, but also demonstrates the importance of primary data in shaping marketing strategies and business growth.

 Survey Link

By: Valeria Franco Bejarano