L'Occitane's Keyword Trend Increased by 122.01%
L'Occitane en Provence is a global beauty brand focused on natural ingredients; it develops skincare products based on a sustainable production philosophy, reaching users worldwide.
About L'Occitane
Since 1976, L'Occitane en Provence has been designing, manufacturing and marketing unique beauty and skincare products to share the unique wonders of nature with the rest of the world. The company's main goal is not only to preserve sustainable landscapes, but also to rebuild ecosystems. L'Occitane believes true beauty is beyond appearances and brings sustainable products to its customers. L'Occitane has a holistic approach in all processes from seed to skin.
Problem
At the beginning of the collaboration between L'Occitane and Lugat, mutual goals were set. Within these goals, deficiencies were identified and strategies were drawn on behalf of content in the brand's organic traffic increase. There was a need for content that would accurately understand the identity of the brand, provide performance benefits while at the same time providing a high user experience. There was a need for continuity on the beauty product tips and recommendations in the blog. At the same time, various categories and collections were planned to be promoted to potential customers in an appropriate way.
Content Strategy
Since all the features of beauty and skincare products, the differences brought by natural ingredients and the subtleties of the production process needed to be explained to the target audience with the right story, Lugat first conducted target audience research.
- 1 A special language and tone of voice was created for L'Occitane customers and potential buyers, reflecting the unique spirit of the brand.
- 2 Content was created using "localization" and "storytelling" techniques to increase interest in skincare and beauty products and to provide customers with a deeper understanding of the natural benefits these products offer.
- 3 L'Occitane's product and category pages were supported with SEO-compliant content, strengthening the brand's online presence in a short time.
Solution
L'Occitane is a company with very clear brand positioning and lines. In this direction, content language, tone of voice and different types of content briefs specific to the brand were created with all the details and necessary steps were taken to ensure that this brand line was not deviated from.
Support was provided for both the product, category and blog side by creating useful content which is SEO compatible and highly readable. A monthly routine and strategic content plan was created for Beauty Tips and recommendations were made for seasonal and evergreen content. By adopting the story language that tells the brand exclusively and adapting the most accurate SEO strategies to the content structure, traffic and views on the website increased.
Results
Through the partnership between L'Occitane and Lugat, the website achieved growth across all metrics over a 1 year and 3 month period.
