L’OCCITANE, an international skincare and wellness group known for its natural products and sustainable values, has been operating across Asia-Pacific for more than a decade. With over ten markets — including Hong Kong, Macau, Singapore, Malaysia, Thailand, Korea, Taiwan, Australia, New Zealand, Vietnam, and India — the brand faced a familiar retail situation: how to stay personally connected with customers across so many different available channels and devices.
In today’s retail environment, customers no longer want one-way marketing. They expect conversations — simple, honest, and in the channels they use every day. L’OCCITANE saw this shift clearly among its shoppers, especially Millennials and Gen Z consumers who spend most of their time on WhatsApp and social platforms.
The change
Before 2024, L’OCCITANE relied mainly on email and in-store interactions for engagement. While effective in the past, open and redemption rates had fallen as inboxes became crowded and consumer attention was fragmented. The brand wanted a way to:
- Connect online discovery with in-store experience
- Offer real-time support through chat
- Drive product sampling and VIP rewards digitally
- Maintain long-term loyalty after purchase
The transformation: one connected messaging journey
Partnering with Omnichat and Meta, L’OCCITANE unified its customer service, beauty advisors, and marketing communication through the Meta Business Platform. With Omnichat’s technology, all teams could now serve customers from a single dashboard — ensuring that no matter where the conversation started (Facebook, Instagram, or WhatsApp), it continued seamlessly.
Stage 1: Awareness — guiding online visitors to start the conversation
The first step was introducing WhatsApp as an official brand channel. Using Omnichat, L’OCCITANE embedded QR codes and chat entry points across its website, social ads, and email newsletters. When customers scanned the QR code, they were greeted with an automated WhatsApp message—a friendly message that reflected the same warmth as walking into a L’OCCITANE boutique.
From there, beauty hosts could personally chat with visitors, answer questions, or guide them to nearby stores. Both the customer service team and beauty advisors used the same Omnichat dashboard, and the experience stayed seamless across all touchpoints.To drive new audiences, L’OCCITANE also ran Meta ad campaigns that led users directly into WhatsApp conversations. These targeted promotions — like sample offers and skincare consultations — reached people who matched the brand’s ideal customer profile.
By connecting Meta’s paid ads with WhatsApp chat, L’OCCITANE converted casual browsers into engaged prospects instantly.
“By using WhatsApp as a unified touchpoint, we can move customers smoothly from online discovery to in-store engagement without losing context. Everyone — from our beauty hosts to customer service — now works on the same platform, thanks to Omnichat. This means customers enjoy the same friendly, personalised experience wherever they interact with us, be it on Facebook, Instagram, or WhatsApp,” said Terrence Siu, Chief Information Officer, APAC at L’OCCITANE.
Stage 2: Conversion — focusing on hero products and sample engagement
Once connected, L’OCCITANE focused on its hero product strategy, highlighting best-selling items like the Shea Butter Hand Cream and Almond Shower Oil. These products, already loved by loyal customers, served as the entry point for new shoppers to experience the brand’s quality and craftsmanship. By showcasing these “hero” lines through WhatsApp messages and in-store sampling, the brand turned everyday curiosity into meaningful product trials.
To make it even more seamless, L’OCCITANE used the Omnichat coupon module to engage with customers directly. Each message included a simple “Redeem Now” button linked to a sample kit collection at any nearby boutique. Automated reminders were sent to encourage redemption — all within the same chat window.
The impact was clear:
- 500 sample coupons distributed
- 44.1% redemption rate via WhatsApp, compared to only 4–10% via email
This campaign not only increased foot traffic to stores but also created a personal link between online discovery and in-store experience.
Stage 3: Cart Recovery — turning drop-offs into opportunities
Beyond first-time purchases, L’OCCITANE used data-driven automation to reduce cart abandonment and bring customers back to complete their checkout.
When a shopper left an item in their cart for over 6 hours, an automated WhatsApp reminder was sent, showcasing the exact product they viewed and offering a friendly nudge to finish the purchase.
The message was clear: customers respond faster and more personally through chat. By replacing impersonal email follow-ups with conversational messaging, L’OCCITANE reclaimed lost sales and deepened brand engagement. follow-ups with conversational messaging, L’OCCITANE reclaimed lost sales and deepened brand engagement.
Stage 4: Loyalty — nurturing long-term relationships
Beyond purchase, L’OCCITANE extended the conversation to build loyalty through a bespoke customer journey. Each customer received thoughtful touchpoints across several months — from post-purchase education to replenishment reminders and feedback requests.
- 6 hours after purchase:
Customers received beauty care tips, exclusive offers, and encouragement to start their product ritual. - 14 days later:
A friendly WhatsApp message invited them to share feedback and earn a small reward, reinforcing the brand’s commitment to their voice. - 3 months later:
Customers received a restock reminder with a personalised offer, encouraging them to repurchase before their points expired.
These timely, value-driven touchpoints kept customers engaged and respected throughout their lifecycle. “When a customer connects with us on WhatsApp, it doesn’t stop at the first purchase,” Terrence shared.
“We send reminders, share product tips, and even ask for feedback. It feels more like a conversation than a campaign — and that’s what builds loyalty.”
Terrence Siu, Chief Information Officer, APAC at L’OCCITANE.
To elevate its customer experience, L’Occitane leverages Meta’s Marketing Messages Lite API (MM Lite API) for broadcasting promotions and exclusive VIP offers. This strategy has proven to be highly effective, delivering superior results and engagement compared to the standard Cloud API.
While handling a comparable volume of messages, the MM Lite API achieves a delivery rate of over 90% for VIP promotional campaigns. Most impressively, it drives the customer engagement rate to over 45%, demonstrating a significant uplift in performance.
Stage 5: Advocacy — from loyal users to brand advocates
Finally, L’OCCITANE encouraged its most loyal customers to become advocates through Refer-A-Friend campaigns on WhatsApp. Gold members received exclusive messages inviting them to bring a friend for a complimentary hair or skincare consultation. As a thank-you, both the member and their friend enjoyed special discounts and gifts. This approach tapped into the power of word of mouth — the most authentic form of marketing — while nurturing a genuine sense of community.
By empowering customers to share the love, L’OCCITANE transformed loyalty into advocacy, creating a self-sustaining loop of engagement and growth.engagement and growth.
Smart Automation at Scale
Behind the scenes, Omnichat powered this entire ecosystem with automation and data intelligence.
- Over 186,000 messages were handled in just three months.
- 80% of all customer interactions took place on WhatsApp
- 74% of those messages were managed automatically by chatbots
- Only 26% required live agent support
This balance between automation and human service allowed beauty advisors to focus on higher-value conversations, such as skincare consultations or VIP care, while routine inquiries were resolved instantly.
A Conversation-First Future
L’OCCITANE demonstrates how meaningful conversations can drive measurable results. By bringing warmth and simplicity to digital engagement, the brand has shown that customer loyalty isn’t built through one transaction — it’s nurtured message by message.
Every chat now reflects what the brand stands for: authentic connection, thoughtful care, and beauty that begins with conversation.
Book a Consultation
