START YOUR ENGINES: L’Occitane is rolling. The beauty brand said its L’Occi truck has proven a good test into new markets and new customers.
The company in April introduced its retail truck in Washington, D.C., for the Cherry Blossom Festival, a timely event to play up L’Occitane’s own Cherry Blossom Collection. That was followed later that same month for the truck’s stop at Beautycon in New York. On Saturday the company parks the L’Occi Truck at The Grove shopping center and will stay there through Oct. 31.
“The truck is becoming increasingly a really important aspect for us,” said Nicholas Baty, director of L’Occitane North America Outlets, who is managing the truck.
A roaming truck has served a number of brands well as businesses look to breathe new life into the retail experience. Kylie Cosmetics has popped up at a number of locations, including The Grove. The Giving Keys has also made use of a renovated Airstream to test retail in the past. There’s also Ripndip’s revamped ice cream truck, which has served as a mobile retail unit for the skate brand.
The vehicle for L’Occitane serves two functions for the business, Baty explained. First is to act as a stand-in for when a L’Occitane
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