The global body care category is undergoing a significant shift, with growing consumer demand for premium, science-driven, and sensorially rich products. In particular, markets like China and the US are seeing an increased appetite for body care experiences that mirror the efficacy of facial skincare and the emotional appeal of fine fragrance. Responding to this trend, L’Occitane aimed to develop a new range of body serums that would elevate the category and strengthen the brand’s premium positioning.
To ensure these early-stage product concepts were aligned with consumer expectations and market needs, L’Occitane partnered with Labbrand to conduct foundational research across two key markets. The objective was to identify the product cues and narratives that would define a successful ultra-premium body serum range—rooted in consumer routines, cultural relevance, and commercial viability.
L’Occitane faced the challenge of shaping four initial body serum concepts into compelling, relevant, and distinctive propositions that could stand out in a relatively undefined category in China. This required a deep understanding of what drives consumer perceptions of premium-ness in body care and their ideations of a perfect body serum concept and product experience, including product texture, fragrance, usage rituals, efficacy claims, and the emotional connections formed through self-care routines. Moreover, the brand needed to identify both universal triggers and local nuances, particularly in terms of how consumers in China and the US respond to body serum and imagine their experience.
Labbrand employed a progressive research approach with multiple phases that combined digital diary immersion with in-depth qualitative exploration. The first phase involved a 3-day online pre-task where beauty-forward consumers shared their body care rituals and unmet needs, followed by a 5-day online concept canvas to collect initial reactions to each of the four body serum concepts. This phase helped gather the first consumer inputs to refine and iterate the four concepts with the understanding of consumer needs, habits, and concept reactions
In the second phase, Labbrand facilitated co-creation workshops in both Shanghai and Los Angeles, where participants deep-dived into the iterative product concept, interacted with sensory prototypes, and created the product experience collaboratively. Through guided exercises, participants helped reframe product concept storytelling, develop the product sensory experience dimensions and experiences, and define ideal usage moments and rituals. The dual-market lens allowed for a rich understanding of common concept territories and nuances of product concept priorities and experience expectations, offering valuable insights for global and local adaptation.
The research helped L’Occitane identify the strategic innovation priorities for the body serum product development to lead in the emerging expert body care segment. It not only validated the sensorial and emotional trade-offs consumers are willing to make for a truly premium experience, but also offered clear direction on how to position and activate the range in key markets. By embedding consumer insight into early R&D and go-to-market thinking, Labbrand enabled L’Occitane to move forward with confidence—bringing future-facing body care innovation to life with depth, speed, and impact.
Labbrand is the leading China-originated global brand consultancy with regional operations in APAC (Shanghai, Singapore, Kuala Lumpur), Europe (Paris), and North America (New York). We drive forward the positive power of branding. Leading brands on impactful journeys, we create meaningful brand experiences by bringing together excellence in research, strategy, design, and verbal identity.
L’Occitane en Provence is a global beauty and skincare brand founded in 1976, renowned for its natural, high-quality products inspired by the traditions of Provence, France. The brand specializes in skincare, body care, fragrances, and hair care, focusing on ingredients sourced from nature, particularly from the Mediterranean region. L’Occitane is committed to sustainability, using eco-friendly packaging and supporting fair trade practices. Known for its luxurious formulations, the brand combines innovation with a deep respect for nature, delivering premium beauty experiences to consumers worldwide.
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