June 6 2024  |  Fragrances, Cosmetics, Skincare & Haircare

L’OCCITANE underlines mission to build geographically balanced portfolio

By GTR Magazine Staff

L’OCCITANE's exhibition space at TFWA Asia Pacific in May

L’OCCITANE has underscored its transformation into a multi-brand, geographically balanced group.

The group reported strong momentum in the first nine months of its FY2024, with annual results expected to be announced later this month, along with further news of the take-private transaction announced in April.

The group added home fragrance brand Dr. Vranjes Firenze to its portfolio earlier this year. L’OCCITANE sees the brand as a continuum in its mission to build a geographically balanced portfolio of strong premium beauty and fragrance brands.

“The brand is complementary to our product portfolio combining a unique brand identity with artisanship and innovation,” L’OOCITANE said. “It has an entrepreneurial management team, fast and profitable growth and a common commitment to sustainability. Dr Vranjes Firenze also allows the group to strengthen its position in the fragrances and home diffusers market.”

L’OCCITANE also noted the popularity of its skin and body care, fragrance/body spray brand Sol de Janeiro which has proven to be a “star performer in the Americas” and has featured in stand-out activations at selected airports in Asia Pacific.

L’OCCITANE launched the brand with a dazzling pop-up in collaboration with Heinemann Australia at Sydney Airport, introducing key products such as Brazilian Bum Bum Cream and Cheirosa 62 perfume mist last October. L’OCCITANE Travel Retail has already staged two colorful activations at Melbourne Airport (January 2024) in partnership with Lotte Duty Free Oceania. In April, L’OCCITANE unveiled the new Delicia Drench body care range at Sydney Airport, supported by a strong KOL campaign, and podium in Queensland with Heinemann.

In January Sol de Janeiro also featured in a pop-up in Kuala Lumpur International Airport with Heinemann. “It makes sense to expand Sol de Janeiro,” L’OCCITANE added.

L’OCCITANE en Provence, ELEMIS and Melvita brands were highlighted along with Sol de Janeiro at the TFWA event in Singapore last month.

The group's presence at the trade show reflected its portfolio, which combines unique brand identity with artisanship and innovation

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