L'Occitane breaks free from the usual skincare ad narrative in new campaign
In its latest integrated campaign to promote the French brand's flagship product, L'Occitane tries to distance itself from the typical skincare ad, which usually aim to convert customers by highlighting scientific claims.
The two online videos it has launched pick a new narrative by featuring how celebrity Chrissie Chau uses the skincare item, Immortelle Divine Youth Oil, in different daily life scenarios, for example after walking into her ex boyfriend, or after a birthday party.
In less than a week, the first video from the campaign has generated 446,000 views across multiple social media channels.
The skincare brand said it wished to be more relevant to its target audience with the new approach, and that "resonance" plays a key role.
"The two beautifully crafted online videos created by Sunny Idea play an important role in helping us to connect with our target audience in a meaningful way", Nancy Yau, head of marketing, L'Occitane added.
Project: L'Occitane Immortelle Divine Youth Oil
Client: L'Occitane en Provence HK
Creative: Sunny Idea HK
Director: Martin Chau @ Ogle Production Ltd
Producer: Kasey Cheung @ Ogle Production Ltd