L’Occitane, a globally recognized luxury skincare brand, faced a unique perception issue in the German market. Although admired and trusted, the brand was primarily seen as a “gift brand”—one chosen for special occasions rather than integrated into consumers’ daily skincare rituals.
To shift this mindset, L’Occitane needed a deeper understanding of what modern luxury means to today’s wellness consumers in Germany and how to reposition itself as a daily essential in the world of personal care.
We deployed a hybrid, multi-layered research approach that combined:
This triangulated methodology enabled a nuanced understanding of both stated and unstated consumer needs, offering cultural context and emotional depth to the data.
Borderless Access's insights empowered L’Occitane to refine their messaging by highlighting science-backed efficacy, sustainability, and emotional connection. The findings also illuminated new product categories and daily routines for brand integration, ultimately strengthening L’Occitane's relevance with a new generation of informed, value-driven luxury consumers focused on wellness.
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