The Art of Beauty Story Telling, by L’OCCITANE Jo Fairley explores the story behind the growth of the L’OCCITANE Group
Maddie Smith, Shimon Kalichman and Simon Ford
On Thursday the 1st of October CEW was delighted to host an evening of storytelling and exploration with award-winning journalist, Jo Fairley and the team at L’OCCITANE. Jo explored how a small beauty brand, a soap maker from Provence, has grown to become a multi-brand international success story while retaining its authenticity. Joining Jo on the panel were Maddie Smith, L’OCCITANE UK Managing Director, Shimon Kalichman, Director of Marketing & Communications and Simon Ford, Group Brands Wholesale Director.
The L’OCCITANE story begins in 1976, when a 23 year old Olivier Baussan began distilling Rosemary essential oil to sell in the local markets of Provence. A continued fascination with natural ingredients and commitment to Olivier’s values of sustainability, philanthropy and authenticity have kept L’OCCITANE firmly rooted in the countryside of Provence.
Innovative and inspiring products have enticed consumers the world over, but it’s the story behind L’OCCITANE that is communicated through every touch point, allowing people to really engage with the brand.
While remaining true to their origins, the team at L’OCCITANE has adapted and evolved with the ever-changing beauty industry. The group grew to include an eclectic range of brands, including all-organic Melvita, heritage brand Le Couvent des Minimes, French / Korean fusion brand Erborian and L’Occitane au Bresil. L’OCCITANE has also successfully tailored the brand narrative to suit each distribution opportunity, across digital, retail and its 84 boutiques.
The evening provided an intriguing look behind the scenes at one of the world’s best known beauty brands that strives to remain true to their past but always looks towards the future.
CEW would like to thank the Blue Fin Building for hosting the CEW event and Jackie Newcombe, Managing Director Luxury Brands at Time Inc. UK and CEW Board Director, for making this event possible.