Brand Tone

Elegant & Sophisticated, Warm & Approachable, Sensorial & Evocative, Authentic & Transparent, Caring & Responsible

Brand Values

• •Authenticity
• •Sensoriality
• •Respect (for Nature & People)
• •Respecting Biodiversity
• •Supporting Producers
• •Empowering Women
• •Reducing Waste
• •Caring for Sight
• •Entrepreneurship & Team Spirit
• •Leading by Example
• •Commitment to Communities

Best Practices

• •Embrace Sensorial Language: Use vivid, descriptive words that evoke the scents, textures, and origins of the products. Focus on the experience and feeling L'Occitane provides.
• •Tell Authentic Stories: Weave in the "true stories" behind ingredients, producers, and the brand's Provencal heritage. This builds authenticity and connection.
• •Highlight Values Naturally: Integrate messages about sustainability, ethical sourcing, and community support subtly and genuinely within product descriptions and brand communications, rather than as forced add-ons.
• •Maintain an Elegant yet Warm Voice: Balance sophisticated language with an inviting and approachable tone. Avoid overly technical jargon; instead, focus on benefits and the pleasure of using the products.
• •Be Consistent Across All Channels: Ensure that the website, social media, email marketing, and in-store communications all reflect the same core tone and values, creating a unified brand experience. This includes visual consistency that complements the textual tone.

Social Perception

High-Quality & Effective Products, Ethical & Sustainable Brand, Premium & Aspirational, Trustworthy & Authentic, Caring for Community

Copy Examples

• •Headline (Almond Range): Indulge Your Skin: Experience the Irresistible Softness of Provence Almonds. Body: Our Almond collection, rich in supple-boosting omega-6 and -9, melts into your skin, leaving it feeling beautifully nourished and delicately scented. Discover the secret to a firmer, smoother you, cultivated with care.
• •Social Media Post (Immortelle Skincare): Unlock timeless radiance. ✨ Our Immortelle Divine Cream, infused with the golden flower that never fades, targets the visible signs of ageing. Reveal a complexion that glows with youthfulness, naturally. #LOccitaneSA #ImmortelleDivine #NatureToSkin
• •Email Subject Line (Shea Butter Hand Cream): Gift Your Hands the Ultimate Comfort: L'Occitane's Iconic Shea Butter Body: Winter winds or daily demands, our award-winning Shea Butter Hand Cream provides intense nourishment and protection. Enriched with 20% sustainably sourced shea butter, it’s a small act of kindness your hands will thank you for.
• •Product Description (Men's Fragrance): L'Occitan Eau de Toilette: The Scent of Provence for the Discerning Man. Aromatic lavender mingles with the peppery spice of burnt wood. A fragrance of authentic character and natural elegance, for a man connected to the rugged beauty of the earth.
• •Website Banner (Sustainability Focus): Cultivating a Beautiful Future, Together. At L'Occitane South Africa, every drop is a promise – to your skin, and to our planet. Explore our commitments to biodiversity and empowering communities. #WeActLocally #CultivatorsOfChange