L’Occitane launches a mobile cosmetics truck

Beauty brand L’Occitane en Provence is set to launch a mobile shopping experience in North America.

The business will be bringing its skincare, body care, and fragrance products on a road trip with the new direct-to-consumer shopping model.

The 16-foot-long, 7-foot-high truck is wrapped in L’Occitane’s signature yellow and features two window-like openings, featured at the truck’s side spanning across the entire length and rear that allows customers to view an internal shelving display filled with a curated-assortment of product, and test products facilitated by beauty experts.

“We are constantly challenging ourselves to surprise and delight our customers and, as a result of this, our in-store shopping experience has evolved dramatically in recent years,” said Paul Blackburn vice president, Concept Design, Construction & Merchandising North America. “From our Flatiron Experiential Community Flagship boutique in New York, to the new Sunshine Retail Concept that was launched in 2017, and most recently the digitally enhanced and Multisensory flagship boutique at Yorkdale, we are addressing customers’ varying shopping needs in a variety of unique and unexpected ways.”

The truck, whose design was inspired by the vintage French Citroën H Van, often used by small-town French farmers, also has an external video screen that will share campaign and brand imagery.

“Entering a boutique can often be intimidating to a consumer; this dynamic concept is truly more approachable while still an extension of the multi-sensory and hospitable customer experience from our boutiques,” said Caroline Le Roch, commercial chief officer – North America. “We are excited to bring Provence to our customers, including areas we may not have a brick-and-mortar presence.”

Le Roch said the L’Occi Truck is a great discovery tool for those who have yet to be introduced to L’Occitane.

Kicking off in Washington, DC during the Cherry Blossom Festival on April 7th, the truck will stop throughout key cities and regions with and without a brick-and-mortar presence. The L’Occi Truck will also serve as a supporting asset for future store closings due to renovations to ensure the brand is always present for the consumer’s needs.