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Editor's Notes

• #4: Here is our typical target, and we our going to present you the target group values
• #5: The target habits: They are young women between 20 and 35 years old. They are urban and active. In fact, they are student or young professional, and start to earn money. They are connected to multiple social medias, they use smartphones, watch TV and US series, and also read girls magazines: they represent the youth living in a four screens world. They are fresh and natural, like having fun with their friends, go shopping and listen to music with all the devices. They also like luxury, Champagne and colours. They are sensitive to fashion and feel the need to attract, but they are not superficial. They are life lovers and want authenticity: they search for quality and not quantity. They are Cartesians: everything must be on purpose.
• #6: We asked these girls to say the top five words that define most l’Occitane. So here they are: Provence, Quality, Natural, Premium and strong perfumes. We wanted to compare these words whith the target needs to see wich ones can be assets for our campaign strategy. �� Provence: according to the questionnaire, 80% of young girls think Provence is not an asset for the brand, because l’Occitane pushed too much on this caracteristic so we have to consider it for our campaign. Quality: As said in the target analyse, our target wants to find in a product the authenticity they build their lives and values on. Natural: is an asset too. Our target is a more and more environment friendly and natural product lover. They do not like chemical products, virtual or metallic product images. Premium: Young girls like the beauty of a product, and are sensitive to fashion. They want to recognize that in the product they buy. Strong perfumes: according to the questionnaire: the smell is the first purchasing criteria for a cosmetic product. However, 64% of young girls thought that l’Occitane products have strong perfumes. So it is quite a disadvantage for the brand. �� Result: For our campaign, we have to reduce the Provence aspect, and play on the essences in a more subtle way.
• #7: According to our questionnaires, young people work with recommendations when buying a cosmetic product: word-of-mouth: They first hear recommendations, then search for information and then decide to purchase or not. In fact, 42% of girls said they are influenced by their mother, it means it is the 2nd answer after the advertising. �� Result: Consider this influencer to sensitize the target.
• #8: Humanize the brand to to create a completely new universe for the brand, in order to attract new customers by keeping its fundamental characteristics.
• #11: Créer un lien entre la marque et le jeune : ce lien c’est la mère ! Pitch: Legacy (the beauty is a family true story), authentic beauty (of Provence’s women + of products: secret recipe & ingredient included, not anymore needed as the center of the communication campaign: customer are educated enough to that fact now we need to humanize the brand), Provence (in background).
• #12: Mother and daughter + “true” explanation: We think that the best testimony of what young women are inside is the values transmitted by their mother. They build their style of life on this set of values they have known during their childhood and they keep learning through their 20’s. When you take off the clothes, the professional life, the social behavior, what’s left? Your true and authentic inner identity. Between 20 and 35, until your parents aren’t dead, you are the daughter of somebody, chasing achievements and new projects to buil your identity. But everything is based strong roots. This not focused on the past, on the old tradition, but in the contrary on the future, on the legacy, on the understanding of who you are deep inside. Knowing this, you can act naturally, without all the superficial make up. The “true” means several things here: It is a moment of real life. It happens every day that mother and daughter cook together. (“this secret is big enough to think that it’s a true moment of heritage, love and sharing”) Then the feeling is real. Indeed, they laugh, they are having fun, it is a sincere and ingénu joy, like innocent children. We touch here essential emotions of life. (“it’s a truly and sincere good feeling”) In the TV commercial true means also the true story of the love emerging between the two young actors (“it is a true love story”)
• #15: Moments of everyday life between mother and daughter + product oriented + Provence (Graphics of the poster to touch them: Natural colors. The mother and daughter cooking in the kitchen and the cream product is put in relief--> shining maybe? (its out of the scene because a cream has no reason to be in the kitchen^^) And the final slogan is "the best ingredient/recipe of a true story" For each product we adapt the theme to the essences used for this particular product. We integrate here the main criteria that found in the questionnaires: the ingredients that makes produce the awesome smell (sensoriality). L’Occitane must make punctual ads: ex: “product recommended for New Year’s Eve” in a fashion/girly magazine Humanize the brand: the pictures with faces on the pictures with Provence in the background
• #16: Moments of everyday life between mother and daughter + product oriented + Provence (Graphics of the poster to touch them: Natural colors. The mother and daughter cooking in the kitchen and the cream product is put in relief--> shining maybe? (its out of the scene because a cream has no reason to be in the kitchen^^) And the final slogan is "the best ingredient/recipe of a true story" For each product we adapt the theme to the essences used for this particular product. We integrate here the main criteria that found in the questionnaires: the ingredients that makes produce the awesome smell (sensoriality). L’Occitane must make punctual ads: ex: “product recommended for New Year’s Eve” in a fashion/girly magazine Humanize the brand: the pictures with faces on the pictures with Provence in the background
• #17: Customers can try the product in-store. There is a test sample of every products that engage customers to try the products. Make the store appearance more fresher and bigger through using more brighter colors on the wall and putting more spot light to emphasis the products. Hiring a younger, knowledgeable vendors, which the consumers can easily approach for help.
• #18: Virtual mirrors in the store that will identifiy your facial features through in real time and will provide products advise based on your skin type. According to your choices in the ranges of skincare, bath, face … Video: http://www.youtube.com/watch?v=sft5ANEy17Y
• #19: When the mother brings her daughter to a L’Occitane to buy a L’Occitane product, they will get a discount. They will also receive a family card to spare for free products. Moreover, a poloroid picture will be made to remind them about this moment. In addition, L’Occitane hold a miss mother-daughter contest to find an inspiring mother with her daughter relationship to use in their online campaign in Facebook to emphasis the importance of this relationship. Their fans can vote for their favorite mother and daughter
• #24: 262K like for the Facebook page => good performance Most (around ¾ of people that are actively liking the posts are above 35 years old) => Old current consumers Communicate more on the emotional side rather than the commercial one + create mecanisms of interaction with the consumers Impulse more the consumer generated content (see below the connection and interaction with the other social medias)
• #25: Very useful tool for consumer generated content, especially photos. Here we can see that the pinterest account of l’Occitane is well done, very pictural and very graphic, used mainly for brand identity declination and for product exposition.