L’OCCITANE EN PROVENCE
Press Pack
UNIVERSITY OF HUDDERSFIELD School of Art, Design and Architecture Department of Design Final Major Project Alana Mustill Major Project submitted in partial fulfilment of the requirements for BA (Hons) Fashion, Communication and Promotion. Module THD1101 Fashion Communication Promotion Major Project The candidate confirms that the work submitted is their own and that appropriate credit has been given where reference has been made to the work of others. The University of Huddersfield School of Art & Design Department of Design Huddersfield West Yorkshire ENGLAND (16th May 2014)
L’OCCITANE EN PROVENCE
CONTENTS 1.0 About L’Occitane 6 2.0 L’Occitane UK Goals 6 3.0 Brand Values 7 4.0 Historical Events 8 5.0 Company Directors 10 6.0 Previous Press Coverage 11 7.0 Campaign Overview 16 8.0 Press Schedule 17 9.0 Press Releases 18 10.0 Contact Information 26 11. Figures 27 12. References 28
L’OCCITANE EN PROVENCE
1.0 ABOUT L’OCCITANE L’Occitane is a French, natural luxury cosmetics brand. It was founded in 1976 by Olivier Bausse in the hills of Haute-Provence, Southern France. L’Occitane is the 20th largest cosmetic brand worldwide and the UK market is L’Occitane’s 5th largest profit market. Last year L’Occitane UK made a profit of +8.5%. L’Occitane is an omni-channel retailer and has over 2,200 boutiques in over 90 countries. L’Occitane products contain natural and organic ingredients and many of the products have been awarded by top brands such as Marie Claire, Harpers Bazaar and The Natural Beauty Bible. L’Occitane also have their own charity ‘The L’Occitane Foundation’ and the company raised £37,257 towards the charity to support the visually impaired in developing countries and provide funds for the entrepreneurship of women in developing countries.
2.0 L’OCCITANE UK GOALS 1. To become famous for their skin care ranges and increase skincare sales. 2. To increase brand awareness amongst customers, the beauty industry and within trade publications. 3. To grow the brands VIP listings. 4. To continue the expansion of Boutiques.
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3.0 BRAND VALUES L’Occitane has 3 key brand values which are essential to ensuring the ultimate shopping experience for their customers. Authenticity L’Occitane product ranges are inspired by traditional beauty recipes from the south of France. Each range has a story behind the product; the authentic tradition, the local traditional production methods, the natural ingredients and their traceability and sustainable development. The Unique merchandising in stores allows this experience to be experienced by every customer. Sensoriality L’Occitane values the stimulation of the senses. Each product has stimulating smells, product names, attractive packaging, range of textures and carefully choses descriptive words to stimulate all the senses and allow the customer to indulge in a moment of well-being and sensory delight. Respect L’Occitane value preserving and passion. The brand respects the environment by using ecological packaging for their products as well as using sustainable ingredients. The brand also respects alternative cultures and endeavors by launching a foundation to develop those in less economically developed countries. L’Occitane respects the customers by providing excellent customer service along the journey throughout the boutiques.
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4.0 HISTORICAL DATES 1976 L’OCCITANE is created.
1980 The first L’OCCITANE boutique opens in Volx, Provence.
1981 L’OCCITANE discovers Shea Butter.
L’OCCITANE starts a sustainable development programme with the women of Burkina Faso.
1987 L’OCCITANE opens a factory in Manosque
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1989
1996 L’OCCITANE UK is created by UK Chairman Kit Braden.
L’OCCITANE EN PROVENCE
1997
L’OCCITANE 2002 opens its first UK boutique L’OCCITANE has on Regent over 300 boutiques Globally. Street.
2006 L’OCCITANE Foundation is created.
2013 L’OCCITANE UK makes a profit of +8.5%
2005 L’OCCITANE creates own Organic 2000 Immortelle in L’OCCITANE makes 2010 Corsica. its first debut on L’OCCITANE QVC shopping floats shares on channel. Hong Kong Stock Exchange. 9
L’OCCITANE EN PROVENCE
5.0 COMPANY DIRECTORS
Chairman and Chief Executive Officer Reinold Geiger Executive Directors Emmanuel Laurent Jacques Osti André Joseph Hoffmann Thomas Levilion Domenico Luigi Trizio Non-executive Directors Karl Guénard Martial Thierry Lopez Independent Non-executive Directors Valérie Irène Amélie Monique Bernis Charles Mark Broadley Pierre Maurice Georges Milet Jackson Chik Sum Ng
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6.0 PREVIOUS PRESS COVERAGE
Figure 14. Country Living Promotion.
6.1 Country Life Magazine, May 2013. Reader Event.
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6.0 PREVIOUS PRESS COVERAGE
Figure 15. InStyle Promotion.
6.2 InStyle Magazine, April 2014. Free Product Redemption.
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6.0 PREVIOUS PRESS COVERAGE
Figure 16. Red Magazine Product Placement.
6.3 Red Magazine, Product Placement.
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6.0 PREVIOUS PRESS COVERAGE
Figure 17. Vogue Product Promotion.
6.4 Vogue Magazine June 2013. Product Promotion.
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6.0 PREVIOUS PRESS COVERAGE
Figure 18. Marie Claire. Product Gift.
6.5 Marie Claire November 2012. Product Gift.
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7.0 CAMPAIGN OVERVIEW
L’Occitane are launching a PR campaign directed towards the UK beauty market to achieve the L’Occitane UK company goals. The campaign involves an advertising campaign and the opening of concession stores within the department store Selfridges. Each concession store will host a launch event to the public which will be promoted by a social media campaign. The Oxford Street Selfridges will also host a media event to create press coverage for the stores and brand.
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L’OCCITANE EN PROVENCE
8.0 PRESS SCHEDULE Press deadlines are 3 months behind the scheduled press release date, thereofre all press releases are sent 3 months prior the issue of the magazine which they would like to be published in. Send to Press 1st July 2014 Press Release 1 - Informing publications of L’Occitane the campaign. Send to Press 1st August 2014 Press Release 2 - Media Event Launch Press Release 3 - Launch Event for Selfridges Oxford Road. Send to Press 1st November 2014 Press Release 4 - Launch Event for Selfridges Trafford. Send to Press 1st February 2015 Press Release 5 - Launch Event for Selfridges Birmingham. Send to Press 1st May 2015 Press Release 6 - Launch Event for Selfridges Manchester Exchange.
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9.0 Press Releases
L’OCCITANE EN PROVENCE
L’OCCITANE GROW SOIL IN SELFRIDGES For Immediate Release
2013 was a successful year for L’Occitane, becoming the worlds 20th biggest cosmetic company in the world. The company shows no sign of stumping its growth and have now confirmed the launch of concession stores to be present inside the designer department store Selfridges. As of October 2013, L’Occitane will be launching a PR campaign which includes 4 print advertisements and the opening of 4 concession stores inside Selfridges. All of the concession stores will host in-store launch events. The dates of the openings are yet as the brand are launching a social media campaign to promote the concession openings. L’Occitane want to be recognised as a luxury skin care brand and opening concession stores situated amongst designer cosmetic brands will put this into effect and raise awareness of the brands current growth. The brand promises to bring the heart of Provence and French traditions to Selfridges stores nationwide. - Ends L’Occitane en Provence Contacts. For further information please contact: Shimon Kalichman. Head of PR & Communications 02979070341
L’OCCITANE EN PROVENCE
EXCLUSIVE MEDIA LAUNCH EVENT For Immediate Release
Following up their latest press release, L’Occitane have announced an exclusive media launch event on Wednesday 19th of November 2014, at the Selfridges Oxford Road concession store for a sneak preview of the first ever L’Occitane concession within Selfridges before it is open to the public on Thursday 20th November 2014. 15 publications are invited to the event, a total of 49 guests, which promises an indulgent luxury insight into the heart of Provence. The event involves harpists to relax the mind and create a sense of escapism from the busy department store, a speech with a skin care specialist as well as skin consultations to discover the different L’Occitane skin care ranges and find out everyones favorites. French champagne and colourful Macaroons will be served during the 2 hour window for each guest. Whether guests make a purchase or not, no one will leave the store empty handed as goody bags with travel size skincare products will be handed out on exit to continue the journey of L’Occitane! - Ends L’Occitane en Provence Contacts. For further information please contact: Shimon Kalichman. Head of PR & Communications 02979070341
L’OCCITANE EN PROVENCE
OXFORD ROAD SELFRIDGES OFFICIAL LAUNCH DAY EVENT For Immediate Release
L’Occitane will host an all day event to celebrate the launch of their first concession store opening within Selfridges. The launch will take place on Thursday 20th November 2014 during the opening hours of the store. The event includes exclusive goody bags worth over £30 for the first 50 customers to spend in the concession, and for those who spend £150, a discount of 20% is available for one day only! Skin Consultations will be available for all to discover their personal skin care routine all accompanied by French Champagne and Macaroons. The event is predicted to be very busy due to the social media campaign which has been counting down the days until launch and dropping clues about the store and the launch. Exclusive invitations have been sent to L’Occitane VIPs along with invitations being promoted in the L’Occitane Boutiques in London. - Ends L’Occitane en Provence Contacts. For further information please contact: Shimon Kalichman. Head of PR & Communications 02979070341
L’OCCITANE EN PROVENCE
MANCHESTER TRAFFORD SELFRIDGES OFFICIAL LAUNCH DAY EVENT For Immediate Release
L’Occitane will host an all day event to celebrate the launch of the concession store at Manchester Trafford Selfridges. The previous launch day event for the Oxford Road launch was a huge success and the social media campaign has created a huge hype for the launch of the Manchester Trafford Concession guaranteeing to be a popular launch. The event will take place on Wednesday 25th February 2015 during opening hours of the store and includes special offers such as exclusive goody bags worth over £30 for the first 50 customers, and for those who spend £150, a discount of 20% is available for one day only! Skin Consultations will be available for all to discover their personal skin care routine all accompanied by a sparkling glass of French Champagne and delicious Macaroons. Exclusive invitations have been sent to L’Occitane VIPs along with invitations being promoted in the L’Occitane Boutiques in Manchester. - Ends L’Occitane en Provence Contacts. For further information please contact: Shimon Kalichman. Head of PR & Communications 02979070341
L’OCCITANE EN PROVENCE
OFFICIAL LAUNCH DAY EVENT FOR SELFRIDGES BIRMINGHAM For Immediate Release
L’Occitane will host an all day event to celebrate the launch of their third opening of a concession store within a Selfridges department store within the space of less than 1 year. The event will take place on Wednesday 27th May 2015 during opening hours of the store and includes special offers such as exclusive goody bags worth over £30 for the first 50 customers, and for those who spend £150, a discount of 20% is available for one day only! Skin Consultations will be available for all to discover their personal skin care routine all accompanied by a sparkling glass of French Champagne and delicious Macaroons. Exclusive invitations have been sent to L’Occitane VIPs along with invitations being promoted in the L’Occitane Boutiques in Birmingham. - Ends L’Occitane en Provence Contacts. For further information please contact: Shimon Kalichman. Head of PR & Communications 02979070341
L’OCCITANE EN PROVENCE
OFFICIAL LAUNCH DAY EVENT FOR THE FINAL CONCESSION STORE AT SELFRIDGES For Immediate Release
L’Occitane will host an all day event to celebrate the launch of their final concession store within Selfridges. The event is set to be the best one yet, celebrating the success of the brand being located within Selfridges. The event will take place on Thursday 20th August 2015 during opening hours of the store and includes special offers such as exclusive goody bags worth over £30 for the first 50 customers, and for those who spend £150, a discount of 20% is available for one day only! Skin Consultations will be available for all to discover their personal skin care routine, all accompanied by a sparkling glass of French Champagne and delicious Macaroons. Exclusive invitations have been sent to L’Occitane VIPs along with invitations being promoted in the L’Occitane Boutiques in Manchester. - Ends L’Occitane en Provence Contacts. For further information please contact: Shimon Kalichman. Head of PR & Communications 02979070341
L’OCCITANE EN PROVENCE
10.0 CONTACT INFORMATION Anna Hirji PR Assistant 0207 9070383 Belinda Seiben PR Officer 0207 9070340 Kit Barden Chairman 07785233107 Laure Masson Head of Marketing UK 0207 9070371 Maddie Smith General Manager UK 0207 9070380 Shimon Kalichman Head of PR and Communications 0207 9070341 Sophie Oliver PR Manager 0207 9070343
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11.0 FIGURES Front Cover Image : http://img.docstoccdn.com/thumb/orig/125204880.png ( Edited). Historical dates. Left to right. Figure 1: http://www.vanityfair.com/dam/culture/2011/02/baussan.jpg Figure 2; http://www.loccitane.hu/img/lib/promo/2165.jpg Figure 3: http://www.beadforlife.org/sites/www.beadforlife.org/files/styles/large/ public/IMG_2455.JPG Figure 4: http://3.bp.blogspot.com/-3Odqjfds4ek/UWM7i-GGb4I/AAAAAAAACSQ/ S87K1O0JrgQ/s1600/Occitane+8.jpg Figure 5: http://upload.wikimedia.org/wikipedia/commons/thumb/3/31/Flag_ of_Burkina_Faso.svg/900px-Flag_of_Burkina_Faso.svg.png Figure 6: http://photos-c.ak.fbcdn.net/hphotos-ak-ash3/t1.00/29839_395272266402_842148_n.jpg Figure 7: http://statics.192.com/estreet/original/large/2141/21413395.jpg Figure 8: http://1.bp.blogspot.com/_v_lFdxDSjgw/TMXFA-oF79I/AAAAAAAADM0/ TJ67AbR3FwI/s1600/qvc.png Figure 9: http://talkingmakeup.com/pics/news5/lac1.jpg Figure 10: http://beautyontheoutside.files.wordpress.com/2012/02/loccitaneimmortelle1.jpeg Figure 11: http://static1.webedia.fr/partners/occitane_fr_fr/9/16/39/@/ ce1ab75bf55be8ff9d41c1be204e61bd-300x170.jpg Fiigure 12: http://listdose.com/wp-content/uploads/2013/06/Hong-Kong-StockExchange.jpg Figure 13: http://2.bp.blogspot.com/_OgZuIZgzIvk/TMl-1lxGYKI/AAAAAAAAAJY/ d9u8nAfFWgs/s400/7296.jpg Figure 14: https://yasminlebonofficial.files.wordpress.com/2012/10/404584_1015 1035612326403_93619771_n.jpg Figure 15: https://plus.google.com/+loccitaneuk/posts/PeL8yHJ82vE Figure 16:https://cakedinmakeup.files.wordpress.com/2011/10/p1130770.jpg Figure 18: http://2.bp.blogspot.com/_OgZuIZgzIvk/TMl-1lxGYKI/AAAAAAAAAJY/ d9u8nAfFWgs/s400/7296.jpg Press release circle: http://2.bp.blogspot.com/_OgZuIZgzIvk/TMl-1lxGYKI/ AAAAAAAAAJY/d9u8nAfFWgs/s400/7296.jpg Concession Store and L’Occitane advertisements designed by Chris Ledward, Graphic Designer. 26
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12.0 REFERENCES L’Occitane. (n.d.). Key Figures. Retrieved May, 2014, from http://www.loccitane. com/group/key_figures.aspx?l=e L’Occitane Groups. (n.d.). List of Directors and their Role and Function. Retrieved May 2014, from http://img.loccitane.com/OCMS/Investors/EN/pdf/20130206_ ListofDirector_EN.pdf
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