The distinctive yellow boutiques of L’Occitane en Provence, a French luxury retailer specializing in body, face, hair, and home products, invite customers in the Georgian capital city of Tbilisi to a unique experience. Adorned with flowers and infused with Provencal scents, each boutique offers guidance from L’Occitane beauty consultants, who help guests make the best product choices.
The brand plans to expand its presence by opening a new branch in the Black Sea resort city of Batumi.
“L’Occitane has diverse and ambitious plans. We want to introduce a new culture of self-care in the beauty industry. We are continuously working to bring new L’Occitane brands to Georgia. In the future, we envision L’Occitane as a place where the magic of silk becomes a reality for everyone,” Ekaterine Nakopia, l’Occitane brand development manager in Georgia, said in an interview with Golden Brand.
In the meantime, L’Occitane has won its first Golden Brand award this year and is now the number one brand in the category “Perfumery and Cosmetics Chain”.
Q. What sets L’Occitane en Provence apart from other chains in your market segment?
A. Our brand is dedicated to continually enhancing our beauty consultants’ qualifications. In L’Occitane boutiques, guests can undergo a facial diagnosis using modern equipment, making it easier to select the right products. Inspired by nature, every L’Occitane product is crafted from natural ingredients. We have several best-selling products, including the Organic Shea Hand Cream, with one unit being sold every three seconds worldwide, and the Immortelle Overnight Reset Oil-in-Serum, with sales of one unit per minute.
Q. In which cities of Georgia can you find L’Occitane, and how many stores are part of the chain?
A. L’Occitane, the globally renowned brand of French perfumes, body, and face care products, currently has three stores in Georgia, all of them located in the capital city of Tbilisi. The first beauty boutique was opened on Chavchavadze Avenue, followed by a branch in City Mall, which ranks as the second largest in the world. Recently we opened another branch located in Galleria Tbilisi. L’Occitane products are also available online and in pharmacies throughout Georgia.
Galleria Tbilisi boutique is an innovative concept that combines beauty products, relaxation, and skincare all in one space. Guests will be welcomed into a beauty salon and a relaxation zone. We are committed to continually introducing new ideas and trends in the beauty industry, and we consistently offer our customers an updated selection in our beauty boutiques. L’Occitane meets the challenges of this century with its natural ingredients and eco-friendly approach.
We are currently working on opening a branch in Batumi. At the moment, L’Occitane products are only available at Pharm House’s pharmacies in Batumi, but we plan to open a dedicated L’Occitane beauty boutique there in 2026.
Q. As a global brand, how does L’Occitane en Provence adapt its products and messaging to different cultures and markets, specifically in Georgia?
A. In today’s beauty industry, brands that focus on natural and ecological values receive the most attention. While a brand may set global trends, it’s equally important to create a local context that resonates with consumers. When a brand embraces and incorporates the values present in the local market, it becomes more desirable. This is what occurred in Georgia, where the social responsibility initiatives of French L’Occitane aligned seamlessly with consumer demands. As a result, L’Occitane quickly became one of the leading brands in the Georgian market. We have consistently showcased local content and have implemented numerous projects that serve as examples for other countries. Additionally, in 2024, the global L’Occitane hosted an international seminar in our country.
Q. What role do influencers play in L’Occitane en Provence’s marketing strategy, and how do you choose the influencers you work with?
A. Influencers are not just the faces of L’Occitane en Provence; they are also brand ambassadors and friends. They help create a connection between our brand and our community, accurately conveying L’Occitane’s values. Therefore it is essential that influencers share and respect these values. The influencers who partner with us aim to communicate L’Occitane’s beauty philosophy, commitment to environmental responsibility, and appreciation for natural products with their audiences through our products. We take pride in the fact that when an influencer talks about L’Occitane en Provence, their message reflects a genuine commitment to our brand.
Q. L’Occitane is a newcomer to the Golden Brand Awards. What does winning the Golden Brand award in the “Perfumery and Cosmetic Product Chain” category mean to L’Occitane en Provence?
A. The sophisticated, elegant, and Provencal-scented French brand L’Occitane has been helping Georgian consumers care for themselves for many years. L’Occitane is already a well-recognized and signature brand, grounded in the belief of combining naturalness with natural products. This philosophy has resonated with Georgian consumers, and today, the Golden Brand award reflects their love and trust in us. This recognition signifies the art of beauty and the brand responsibility of L’Occitane are acknowledged in our country. The Golden Brand award reinforces our commitment to ensure that every product we deliver instills great trust.
