Event Report: L'OCCITANE's 50th Anniversary Pop-Up Launches Today, July 9 – Press Conference Recap

L'OCCITANE, a brand that proposes a refined, high-quality lifestyle inspired by the naturally rich Haut-Provence region of southern France, held a press conference on Wednesday, July 8, ahead of its 4-day pop-up event '50 Secrets of L'OCCITANE,' taking place from Thursday, July 9 to Sunday, July 12 at L'OCCITANE SHIBUYA TOKYO.

L'OCCITANE Official Online Store: https://jp.loccitane.com/thanksgiving#event

Aligned with its 50th anniversary theme 'Crafting Life Ties,' the special event will unfold during the summer—when Haut-Provence is at its most fragrant—unraveling the countless small 'connections' L'OCCITANE has woven over 50 years as '50 Bonds (Secrets),' offering a multisensory experience from July 9 to 12.

At the venue, guests can engage with the brand's philosophy through scent and space, experience three newly refreshed fragrances celebrating the milestone, and enjoy three original drinks inspired by them—exclusive offerings available only during this period.

The first half of the press event featured a presentation by Naoki Yamamoto, President and Representative Director, who shared insights on L'OCCITANE's 50-year journey in Japan and future strategies.

In the second half, special guest Marius Yeh appeared, having visited Haut-Provence—the birthplace of L'OCCITANE—last year. He engaged in a dialogue with Yamamoto about the region's charm, L'OCCITANE's craftsmanship observed on-site, and new product developments.

Presentation by Naoki Yamamoto, Representative Director and President: 50 Years of Brand Evolution and Future Vision

Since its founding, L'OCCITANE has positioned itself as a lifestyle beauty maison, delivering the natural bounty of Haut-Provence, the aesthetics of southern France, and human warmth, all while honoring the connection between nature and people. Initially, even the brand name 'L'OCCITANE' was unfamiliar in Japan, but the company opened flagship stores in trendsetting districts like Aoyama and Shibuya, expanded touchpoints through lifestyle partnerships such as in-hotel and in-flight sales, and steadily grew its presence.

By introducing new lifestyle concepts—such as enjoying scents through hand creams and gifting cosmetics like hand creams—L'OCCITANE pioneered markets and emerged as a leading brand in the natural cosmetics sector.

As of 2026, the brand operates 115 directly managed stores and has surpassed 29.9 million friends on its official LINE account.

Looking ahead to the next 50 years, the company has announced four strategic pillars: refreshing brand design, strengthening global hero products, enhancing in-store experiences, and continuing sustainability-driven operations.

Notably, the refreshed fragrance collection 'ART OF SCENT,' launched last year, has successfully attracted younger and male demographics. While approximately 40% of L'OCCITANE's new customers are in their 20s and 30s, over 50% of new customers for 'ART OF SCENT' fall within this age group—indicating strong appeal among younger consumers. This summer, the brand will continue promoting a new way of using fragrance—'switching moods with scent'—featuring plant-based scents like Verbena and Lavender, iconic to southern France.

The pop-up event is being held at the flagship Shibuya store to make hand creams—long beloved by customers—and L'OCCITANE's increasingly focused fragrance line more accessible and experiential for a wider audience.

The company also introduced its new 'Mood Fragrances' launching from May to July.

As 'three fragrances to instantly shift your mood,' the lineup includes 'VERVEINE' (launched May 27) to boost focus, 'LAVANDE' (launched July 1) for relaxation, and 'VERVEINE AGRUMES' (launching July 29) to energize. Positioned as scents that help realign our fluctuating emotions in an overly busy world, the brand describes them as 'perfect summer products that allow you to change scents by day or time, or shift into your desired mood through fragrance.'

Special Guest: Marius Yeh

Sharing Stories from Haut-Provence and L'OCCITANE's Craftsmanship

What Are Marius's Favorite Scents and How Does He Use Them in Daily Life?

Marius, dressed in yellow and white attire reminiscent of southern France's landscapes and L'OCCITANE's brand colors, shared his firsthand experience visiting Haut-Provence last year, where he deeply felt the wellness lifestyle and craftsmanship behind the brand.

When asked about his impressions, he said, 'Visiting the land where L'OCCITANE was born, experiencing its relationship with nature and traditions, and speaking with locals made me truly fall in love with the brand.' When Yamamoto asked, 'Was it sunny? Haut-Provence has one of the highest numbers of sunny days per year,' Marius replied, 'Yes, it was. A farmer told me, “Because Haut-Provence has so many sunny days and little rain, strong plants grow here, leading to highly effective products.”'

After witnessing L'OCCITANE's production process, he added, 'I learned not only about ingredient sourcing but also about sustainable farming practices passed down through generations, such as “everything starts with healthy soil.” I realized that L'OCCITANE has been seriously committed to sustainability long before it became a global trend.'

Asked about the concept of 'changing moods with scent' behind the new Mood Fragrances, he shared, 'I’ve personally used scent to shift my mood for years. In today’s world, filled with stimuli and information, it’s harder than ever to reset emotionally. Since science and psychology confirm that scent affects the brain, I’ve made it a habit to use fragrance when I feel down or anxious.' When asked about his favorite L'OCCITANE scents, he named the newly launched 'VERVEINE' and 'LAVANDE.'

During the session, a moment compared the scent of real verbena plants with the fragrance version, to which Marius commented, 'It smells exactly like real verbena!'

He further explained, 'VERVEINE has a fresh, lemony scent perfect for Japan’s hot summers. Personally, I journal every morning, and I use VERVEINE then to enhance my focus.'