L'Occitane

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A Heritage Beauty Brand Meets a New Generation

L’Occitane has long stood for quality, natural ingredients, and a deep connection to its Provençal roots. Known for rich textures and sustainably sourced formulas, the brand built a global reputation as a leader in premium skincare and wellness.

But even iconic brands must evolve. While L’Occitane remained beloved among older consumers, a new generation, led by Gen Z, was redefining what beauty looks and feels like. Their values had shifted: authenticity over aspiration, self-expression over perfection, and inclusivity over one-size-fits-all beauty.

For this audience, skincare isn’t just a routine, it’s a ritual. Discovery happens in-feed, not in-store. Trust is built through creators, not marketing claims.

To stay relevant, L’Occitane needed more than awareness. It needed emotional connection. The brand wasn’t just looking to be noticed, it wanted to be loved by the next generation.

challenge

Reigniting Love for a Legacy Brand

In a category flooded with trend-led brands and stripped-back minimalism, L’Occitane stood apart for its craft, quality, and iconic products. While L’Occitane had strong brand equity, scaling its influencer approach across regions came with challenges. Maintaining consistency while adapting to local nuances proved difficult. The team needed a solution that could deliver tailored storytelling without creating operational strain.

The goal was to build a scalable, low-lift creator program that could spark brand reappraisal, deliver measurable ROI, and reintroduce L’Occitane to Gen Z in a way that felt current and relevant.

As part of this shift, L’Occitane aimed to:

Expand a high-quality creator network across core markets
Improve ROI by localizing stories without diluting brand
Drive reappraisal among a younger female demographic
Boost reach, engagement, and EMV through faster, creator-led execution

Delivering that meant more than product seeding and short-term activations. It required a global partner who could combine operational efficiency with creative insight. That’s where Kyra came in.

solution

An Iconic Campaign Rooted in Ritual and Emotion

Kyra manages the full execution of L’Occitane’s always-on program, from strategic planning and talent sourcing to production oversight, localisation, and performance reporting across priority markets.

The strategy centred on shifting the focus from product features to emotional resonance. Rather than scripted endorsements, creators shared intimate, sensory-driven moments that reflected how L’Occitane products fit into their routines.

Kyra’s platform supported seamless collaboration between teams, simplifying everything from local brief approvals to content review, translation, and cross-market coordination across the UK and Germany.

Beyond the operational layer, a dedicated campaign team ensured that each piece of content reflected L’Occitane’s core identity. With local nuance, trusted creator voices, and fast delivery, the program brought cohesion to regional campaigns while keeping the tone grounded and human.

result

From Classic to Current

What began as a need for consistency quickly became a new standard for how L’Occitane shows up online.

With Kyra’s support, the brand moved from fragmented creator efforts to a cohesive, emotionally-driven program that brought its heritage into a modern context.

The program delivered:

4.9% average engagement rate
10.3M+ impressions with minimal paid support
4x EMV multiplier
85% positive sentiment across campaign

Throughout the initial campaign, creators naturally reinforced L’Occitane’s core cues, sensory, timeless, nourishing, while content around the Shea Butter Hand Cream sparked a clear lift in nostalgic sentiment.

Following a successful three-month pilot, L’Occitane transitioned to an always-on influencer program with Kyra in the UK.

Kyra removed the strain of managing creator campaigns, streamlining execution and accelerating output. The result: storytelling that felt human, on-brand, and built for now.

““Kyra have been great to work with in executing creative campaign briefs with content creators, being a key player in growing our influencer database and strategy to increase advocates of the brand” ”

Milly BarnettDigital Marketing Manager @ L’Occitane

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