With its ranges of care, perfumes and well-being products with natural ingredients, L’Occitane en Provence is one of the favorite brands of the French while being ultra-present internationally with 3,000 points of sale in 90 countries on five continents. Created in 1976, the cosmetics company is celebrating its 50th anniversary this year by renewing itself while returning to where it all began: in one of its two factories which produce all of the products, in Manosque (Alpes-de-Haute-Provence), the other being in Lagorce in Ardèche: the entire reception of the public has had a makeover, whether it is the visit to the factory or the site store.
Because if the Manosque factory employs 800 of the 1,000 employees responsible for manufacturing more than 60 million finished products each year, to which are added 200 experts working for the research and development center, the site also receives 25,000 French and foreign visitors annually, making it a flagship of industrial tourism in the department.
“A museum and educational approach”
“As part of the celebrations of our anniversary and the deployment of the new identity of the House, the Manosque site has been completely renovated with a new tour of the factory and the redesign of the factory boutique,” confirms Olivier Dupuy, general manager for France. “It is now becoming a flagship (flagship Editor’s note)a new concept which brings together a cosmetic point of sale and an offer of flash treatments in the cabin, with a dedicated space and practitioners, while promoting local arts and know-how. »
At the price of 6 euros with tickets on the Internet or on site, visitors can, with headphones on their heads while being accompanied by guides, discover the brand’s manufacturing secrets in groups of around 25 people with a completely revised scenography.
“It is no longer just a visit to the factory, but an immersion in an industrial space with a museum and educational approach where everyone has time to observe, feel and touch,” explains Camille Eyraud, head of the brand’s cultural projects. “We also show how science and research are used in our products. »
“It is also an experience to discover our values around the protection of nature and the biodiversity from which we draw our products,” adds Jean-Charles Lhommet, director of research, development and biodiversity at the Manosquin factory.
Soon several flagships
After the guided tour in the different sectors of the factory, tourists can test and buy the natural products they have seen designed and treat themselves to a diagnosis and treatments for hands and arms, face and hair provided by certified beauticians.
“Today, we can buy everything on the Internet, we must give additional reasons to our customers to come to the store, we need innovative services,” concludes Jean-Claude Blanchetot, director of the flagships, several of which will open in the coming months in other French stores.