“50 years can be a problem!” Adrien Geiger, L’Occitane en Provence

Premium Magnificence Information – How has L’Occitane en Provence managed to remain related in an more and more aggressive market in recent times?

Adrien Geiger – 50 years is each an achievement and a problem. Since 1976, L’Occitane en Provence has turn into a benchmark in the case of balancing heritage and innovation. It has relied on its factories in France, together with its historic website within the area of Provence, whereas continuously investing in analysis, product efficiency, and pure, ecoresponsible companions. However heritage shouldn’t be sufficient. All firms must reinvent themselves and foresee ever-changing client expectations.

That is how they’ll final: by being related and growing enticing merchandise. From the very starting, L’Occitane en Provence was primarily based on the assumption that pure components may ship efficiency, efficacy, but in addition sensoriality, in addition to tales, by connecting Haute-Provence with the entire world. We’re nonetheless guided by this perception.

Premium Magnificence Information – Speaking about this, how did the model renew itself?

Adrien Geiger – By strengthening what defines it: the connection between magnificence, people, and nature. L’Occitane en Provence ‘makes what can solely be discovered by kneeling down obtainable to standing individuals’, specifically treasures like shea butter and lavender – two of our model’s signature components.

As we speak, this imaginative and prescient strongly resonates with our world, as we’re more and more disconnected from nature. Shoppers categorical the necessity for authenticity, factors of reference, which means, and honest relationships.

If L’Occitane en Provence turned from a small Provence market stall to a worldwide icon, it is because of its capability to continuously change, whereas preserving its roots. For its fiftieth anniversary, the corporate selected to reinterpret its origins and founding values, and to transform on its language, design and experiences with the intention to construct bridges between heritage and modernity.

Premium Magnificence Information – How did you handle to revisit your packaging and model territory over time?

Adrien Geiger – By remaining true to the model’s essence. Through the years, our packaging has been redesigned to each meet purposeful necessities and attain ecodesign and circularity aims.

We emerged as refill pioneers as quickly as 2008, and now we provide options for over 30 merchandise, whereas growing recyclable packaging or integrating recycled supplies. Since 2025, we now have been reinventing packaging so it’s much more sensorial, elegant, and sustainable. Our transformation began with the fragrance assortment, and it’s persevering with in 2026 with our iconic physique strains. Then, we’ll lengthen it to face and hair care ranges in 2027.

We’re additionally reinventing our visible identification as an entire, by reconnecting it to Haute-Provence, which is a land of traditions, tradition and biodiversity. The corporate reworked on its codes with a extra trendy and constant coloration chart. This shift is conveyed throughout the model’s entire ecosystem, together with merchandise, storytelling, and shops, and we continuously take note of our environmental affect. We’re additionally decided to contribute to our territory’s inventive vitality.

The primary instance of this new chapter is the Flora Orchestra marketing campaign launched in October 2025, after we absolutely recreated our fragrance assortment.

Premium Magnificence Information – How are your gross sales at present cut up between the bodily and on-line channels?

Adrien Geiger – We went from a standard retail mannequin to a really omnichannel one, with a worldwide presence. The model gives genuine Haute-Provence life-style experiences, specifically by means of its L’Occitane en Provence Spas – the primary opened in 2001, and the model counts a few hundred now – in addition to by means of companion accommodations: there are roughly 2,500 right now, together with practice stations, airports, airways, and naturally, on-line outlets.

Our distribution mannequin is predicated on a strategic steadiness between bodily shops, on-line gross sales, and our companions. Shops assist absolutely benefit from the sensory expertise and the model’s world, whereas e-commerce gives each closeness and availability. Gross sales distribution varies throughout markets, however the digital channel continues to develop steadily. In 2025, the L’Occitane Group achieved 45% of its gross sales by means of companion firms, 29% by means of on-line channels, and 26% by means of retail.

Premium Magnificence Information – How is the model doing among the many others within the Group’s portfolio?

Adrien Geiger – Proper now, the L’Occitane Group brings collectively revolutionary world manufacturers within the high-end magnificence market. This portfolio gathers most various merchandise and cultures, just like the cheerful, vibrant spirit of Sol de Janeiro, Korean cosmetics innovation with Erborian, and the Florentine class of Vranjes Firenze fragrances. However they’re all free to blossom as a part of a shared imaginative and prescient: that of entrepreneurship, high quality, creativity, and innovation.

As a heritage model, L’Occitane en Provence holds a central place and accounts for almost half of gross sales. It was the architect of the Group’s imaginative and prescient, demonstrating each experience and dedication that also encourage the entire portfolio. The B Corp certification obtained in 2023 acknowledges this long-term dedication built-in to all operations, the availability chain, and governance.

Premium Magnificence Information – What are the model’s most important initiatives and objectives now?

Adrien Geiger – This anniversary opens a brand new chapter targeted on a reasserted model trigger: Crafting life ties, with coronary heart and cause. Given our eroded social bonds and weakened relationship with nature, this trigger guides all our actions, from provide chain to the Basis’s commitments, with concrete priorities in the case of social inclusion and entry to nature.

For the subsequent 50 years, L’Occitane en Provence has undertaken to protect its heritage whereas reinventing itself, by considering globally, performing domestically, and providing magnificence inspiring to all generations.