Beauty brand taking retail road trip
L’Occitane en Provence is packing up its brand for a trip across North America.
The company is set to debut the L'Occi Truck, described as its first-ever traveling shop experience. A retail store encapsulated on wheels, the truck is designed to convey the spirit and beauty of Provence.
“We are constantly challenging ourselves to surprise and delight our customers and, as a result of this, our in-store shopping experience has evolved dramatically in recent years,” said Paul Blackburn VP, concept design, construction & merchandising North America,” L’Occitane. “From our Flatiron experiential community flagship boutique in New York…. to most recently the digitally enhanced and multisensory flagship boutique at Yorkdale, we are addressing customers varying shopping needs in a variety of unique and unexpected ways. Continuing this trend, and inspired by the food-truck revolution, we are 'driving' our customer-first strategy even further by launching the #LOcciTruck.”
Inspired by the vintage French Citroën H Van, often used by small-town French farmers, the 16-ft. long by 7-ft. high truck has a retro-like design and is cladded in L'Occitane's signature Provençal sunshine yellow. Two window-like openings, featured at the truck's side spanning across the entire length and rear, invite customers to view an internal shelving display filled with a curated-assortment of product as well as relevant campaign imagery.
A tester-rail and foldable display counter anchored under the truck's side opening will feature an interactive station for passerby to test-and-play with product. A large exterior screen will display video content showcasing the spirited Provençal lifestyle and brand history.
Expert “beauty associates” will be on board the truck at each stop to engage customers with exclusive product demonstrations, with the assortment tailored to each regional area.
The truck will make its first stop on April 7, in Washington, D.C., at the Cherry Blossom Festival. It will stop in key cities and regions with and without brick-and-mortar L’Occitane stores as well as buzz-worthy events and festivals that align with the brand's DNA.
In addition, the L'Occi Truck will serve as a supporting asset for future store closings due to renovations to ensure the brand is always present for its customers’ needs.
The company is set to debut the L'Occi Truck, described as its first-ever traveling shop experience. A retail store encapsulated on wheels, the truck is designed to convey the spirit and beauty of Provence.
“We are constantly challenging ourselves to surprise and delight our customers and, as a result of this, our in-store shopping experience has evolved dramatically in recent years,” said Paul Blackburn VP, concept design, construction & merchandising North America,” L’Occitane. “From our Flatiron experiential community flagship boutique in New York…. to most recently the digitally enhanced and multisensory flagship boutique at Yorkdale, we are addressing customers varying shopping needs in a variety of unique and unexpected ways. Continuing this trend, and inspired by the food-truck revolution, we are 'driving' our customer-first strategy even further by launching the #LOcciTruck.”
Inspired by the vintage French Citroën H Van, often used by small-town French farmers, the 16-ft. long by 7-ft. high truck has a retro-like design and is cladded in L'Occitane's signature Provençal sunshine yellow. Two window-like openings, featured at the truck's side spanning across the entire length and rear, invite customers to view an internal shelving display filled with a curated-assortment of product as well as relevant campaign imagery.
A tester-rail and foldable display counter anchored under the truck's side opening will feature an interactive station for passerby to test-and-play with product. A large exterior screen will display video content showcasing the spirited Provençal lifestyle and brand history.
Expert “beauty associates” will be on board the truck at each stop to engage customers with exclusive product demonstrations, with the assortment tailored to each regional area.
The truck will make its first stop on April 7, in Washington, D.C., at the Cherry Blossom Festival. It will stop in key cities and regions with and without brick-and-mortar L’Occitane stores as well as buzz-worthy events and festivals that align with the brand's DNA.
In addition, the L'Occi Truck will serve as a supporting asset for future store closings due to renovations to ensure the brand is always present for its customers’ needs.