Brand Proposition | Copy Development | Art Direction | Video & Photo Shoot | Social Content | Activation Idea
Background
As a global leader in body care, L'Occitane sought to solidify its presence in the competitive skincare segment by championing its flagship product line, "RESET."
The campaign aimed to amplify top-of-mind awareness, emphasize the efficacy of RESET’s star ingredient—Immortelle—and drive sales across multiple consumer touchpoints.
Objective
Elevate awareness of the RESET product line.
Communicate the transformative benefits of Immortelle, the star ingredient of RESET.
Build a seamless purchase journey across online and in-store platforms.
Insight
Post-pandemic, consumers have shifted their focus toward self-care and wellness, craving products that deliver both visible results and emotional rejuvenation.
They seek brands that offer not just efficacy but also experiences that promote personal healing and balance in a fast-paced world.
Strategy
L'Occitane's RESET campaign tapped into the growing emotional need for self-care rituals.
By positioning RESET as an essential step in a personal self-healing journey, the campaign sought to bridge the gap between product efficacy and a lifestyle of renewal and restoration.Idea
Idea
“Step into Your RESET Routine”
Execution
To bring the concept of "resetting" to life, the campaign turned to rising star MC Cheung—an artist who embodied the pressures of modern life and the need to reset.
His authentic journey of balancing the stress of a burgeoning career with personal self-care became the focal narrative, aligning perfectly with the brand’s message.
RESET Moments Videos
A series of cinematic lifestyle videos followed MC Cheung as he embraced his RESET routine, highlighting the role of Immortelle in his daily ritual. These scenarios showcased RESET as a key to maintaining both skin health and emotional well-being.
45-second Thematic Video Version 1
45-second Thematic Video Version 2
15-second Product Efficacy Reminder Videos
Immersive Retail Experiences
Partnering with florists, selected L'Occitane stores were transformed into immersive environments that brought the power of Immortelle to life.
The floral shop makeovers offered customers a sensorial experience that mirrored the product’s benefits—turning each store into a sanctuary of renewal.
Digital Strategy & Retargeting
Across social media and digital channels, a multi-layered approach was deployed, featuring influencer partnerships, educational content on product efficacy, and seasonal creative assets.
This ensured that the audience remained engaged throughout their purchase journey, with retargeting strategies in place to nurture ongoing interest.
Sustainability Reward Program
To further engage eco-conscious consumers, the campaign introduced a sustainability reward program, encouraging customers to return used product bottles in exchange for exclusive rewards.
This initiative reinforced L'Occitane’s ongoing commitment to environmental responsibility while driving both footfall and brand loyalty.
Results
The campaign successfully boosted L'Occitane’s presence in the skincare segment, resulting in a double digits uplift in RESET product sales and a notable increase in brand sentiment across target demographics.
The sustainability reward program also saw significant participation, strengthening L'Occitane’s eco-friendly brand image.
