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JULIA REED
Brand Copywriter
L'Occitane en Provence
Reine Blanche Dark Spot Treatment Launch
February 2023
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L'Occitane has a legacy for crafting sensorial body care. With the launch of its powerful spot treatment serum, the brand aimed to change consumer perception that it was a powerful research-backed skincare brand. This launch involved brick-and-morter signage, e-commerce assets, and emails.
CAMPAIGN MESSAGING
After performing a competitor audit, I highlighted the key claim to support the campaign and developed a bold headline that would spotlight the brightening benefit.
COMPETITOR ANALYSIS
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RETAIL
In the L'Occitane boutiques we used the launch of the serum to showcase the wide variety of effective skincare.
MAILER
Fans who have signed up for the L'Occitane mailing list received a luxurious booklet detailing the scientific results behind the brand's top skincare, and tips on how to build a routine.
DIGITAL
Homepage, emails, and paid ads all aimed at gaining credibility as skincare experts.
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