The L’OCCITANE Group, the leading natural cosmetics manufacturer and retailer, continues to redefine in-store shopping experience by opening a brand new L’OCCITANE en Provence concept store on New York City‘s prestigious Fifth Avenue.
he 1,870 square foot store located at 555 5th Avenue is a unique immersive destination that will communicate the brand’s signature pillars through a range of interactive customer touchpoints. Designed by L’OCCITANE’s Daniel Contorni, International Artistic Director, and Paul Blackburn, VP Concept Design, Construction & Merchandising, 555 5th Avenue will be an evolutive space continuously changing to highlight seasonal campaigns.
Whilst the existing L’OCCITANE experiential boutique at Flatiron continues to offer exceptional service and skincare innovation, 555 will be more disruptive and attract new customers, encourage engagement and produce user-generated content for social media. The store includes a “rain-shower” sink, an interactive skincare consultation area, a curved communal bench beneath a Mediterranean olive tree, and an enhanced fulfilment services “comptoir”.
Creating tailor-made experience for customers across the world
555 5th Avenue follows a wave of innovation in customer experience at the L’OCCITANE Group (L’OCCITANE au Provence, L’OCCITANE au Brésil, Erborian and Melvita). The Group is pursuing a robust customer-first retail strategy, seeking to surprise consumers and surpass their expectations by providing an unforgettable in-store experience. In today’s digital world, customers rarely enter a L’OCCITANE store purely out of “need”; they expect to be pampered and entertained and want to indulge in the experience.
To adapt to differing consumer preferences across the world, L’OCCITANE has adopted a “glocal” approach, developing creative experiences especially adapted for local clientele. Recent examples include new flagships in Brazil, China, London and Toronto, each with its exclusive style and portfolio of services; a unique concept store in Paris (86CHAMPS) in partnership with French pastry chef Pierre Hermé; a pop-up café in Singapore with Asian pastry chef Janice Wong (a protégé of Hermé); and L’OcciTruck, the brand’s first travelling shop experience encapsulated on wheels, currently touring North America.
Sustainability at the heart of L’OCCITANE’s business
L’OCCITANE is deeply committed to respecting the environment and preserving biodiversity. 555 5th Avenue will join the L’OCCITANE Recycling Program, a partnership with international recycling company TerraCycle that incentivizes customers to drop off all brands of empty personal care and cosmetics packaging at participating L’OCCITANE retail locations.