L’Occitane en Provence: "The beauty and fashion worlds share similar trends"

By

Sarah Ahssen

Translated by
Nicola Mira

Published
Sep 5, 2017

After collaborations with My Little Paris, Soledad, Pierre Hermé, Antik Batik and recently 1789 Cala, French personal care brand L’Occitane en Provence has decided to work with women's ready-to-wear label Balzac Paris for next autumn. From 16th October, a wool headband by Balzac Paris will be on offer at €20 (or €10 for purchases from €40) at L'Occitane stores and on the brand's e-shop. L’Occitane en Provence's Communication and Partnerships Manager for Europe, Carine Ngomo, spoke to FashionNetwork about the brand's interest in collaborations, especially with fashion labels.

FashionNetwork: L’Occitane en Provence has launched a growing number of collaborations with fashion labels. Why this decision?

Carine Ngomo: The worlds of beauty and fashion are complementary, they are very similar in terms of trends and aesthetics, and often they mix with and speak to one another. These two worlds combine together naturally, having such genuine affinities. There is also the opportunity of making each brand's clients and communities - the beauty addicts and fashion addicts - come together and forge links between themselves. Working with the fashion industry also allows L’Occitane en Provence to strengthen its 'art of living' side, notably through the development of accessories. After 1789 Cala in the summer, for the autumn L’Occitane en Provence has chosen Balzac Paris, developing a headband and a cocooning, stress-free treatment.

FNW: How does L'Occitane choose its partners?

CN: At L’Occitane en Provence we believe in the power of genuine stories drawn from nature and society, and we are passionate about transmitting this tradition. The collaborations we develop follow this approach, highlighting shared roots - the South of France - and the Mediterranean art of living, natural materials and ingredients, manufacturing processes that respect tradition, female entrepreneurship and French-made products.

FNW: What do these collaborations bring to L’Occitane en Provence?

CN: The attraction of these collaborations lies in giving our customers exclusive, limited edition products, making some of them re-discover the brand, and gaining new customers who have not yet been seduced by L'Occitane en Provence. The trick is bringing to the fore niche fashion labels which share our traits, and which deserve to be even better known through the power of our store network.

L’Occitane en Provence is a brand of L’Occitane International (Melvita, Erborian and L’Occitane Brazil). In the 2016-17 fiscal year, sales for the cosmetics group, which is listed on the Hong Kong stock exchange, grew 3.2% to €1.3 billion.