L’Occitane reveals shift in strategy to focus on younger consumers

After opening its experimental New York store in 2011, L'Occitane plans to roll out a more immersive and individualised shopping experience

L’Occitane has revealed global plans to target a younger, more digitally focused consumer.

Inspired by the trend for customisation in beauty, the brand has decided to take some of the elements of its Flatiron flagship boutique, which opened in 2011, to influence future stores.

Christina Polychroni, Chief Marketing Officer at L’Occitane, said: “[The store] quickly became a premier shopping destination in Manhattan and one of our top . . .

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