Retail in Asia

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L’Occitane’s brand building pays off in Asia

L’Occitane says it plans to use most of the HKD2.64 billion (USD339.3 million) reserved from its Hong Kong IPO to expand its store network, with an emphasis on emerging markets.

The company has heavily leveraged its Provencal roots in its marketing campaigns, which has been extremely important in building brand awareness, particularly for Asian customers. "France has a traditional know-how of making cosmetics, and Provence in particular has a history of making formulations with natural ingredients," said L’Occitane chairman Reinold Geiger.

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(Source: scmp.com)