L'Occitane creates L'Occi Truck traveling retail experience
Prestige beauty company L'Occitane en Provence is taking its assortment on the road with its new L'Occi Truck, the first ever traveling retail experience for the brand.
The 16-foot-long truck is wrapped in L'Occitane's signature yellow and customers can look inside to see an internal shelving display with curated product and campaign imagery. The truck features a fold-out bar that allows passersby to test product, facilitated by beauty experts. The truck also has an external video screen that will share campaign and brand imagery.
Paul Blackburn, L'Occitane's vice president, concept design, construction & merchandising North America, stated in a release that the "in-store shopping experience has evolved dramatically in recent years," explaining that the L'Occi Truck was driven by the food-truck revolution and will bring the brand to consumers in a "modern and agile way."
Caroline Le Roch, the brand's commercial chief officer North America, said, "Entering a boutique can often be intimidating to a consumer," adding that the truck concept is more "approachable while still an extension of the... customer experience from our boutiques."
The truck will make stops at key events aligned with L'Occitane's brand message. It will be used to support a physical retail presence when a brick-and-mortar store closes, and will also be used for outreach in new markets.
The truck's tour will kick off in Washington D.C. at the Cherry Blossom Festival on April 7. Scheduled stops include April 21-22 at Beautycon in NY and a pop-up in October at The Grove in LA.
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