L’Occitane Lays Out New Sustainability-driven Corporate Mission Statement
French luxury beauty brand L’Occitane has unveiled a new corporate mission statement aimed at placing sustainability at the heart of future expansions.
Following a number of large additions to their portfolio, this new mission statement represents a key next step in creating a common mission for the international multi-brand beauty group. The statement was co-created by all the company’s stakeholders, with employees at all levels asked to contribute before the mission’s internal launch in September.
L’Occitane has also set up a sustainability committee, and the company’s senior leadership team have all signed a letter committing to the new set of principles.
The mission statement is broken down into three aims: 1) to empower employees to unlock new opportunities 2) to ensure the group's actions have a positive impact on people 3) to regenerate nature, focusing on how employees can have a positive impact on the natural environment.
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In March this year, L’Occitane acquired Australian premium “clean” beauty brand, Grown Alchemist. The move was largely touted as a bid to target a younger, health-conscious demographic of shoppers, which also chimes with the principles of the newly-released mission statement.
“In acquiring a majority control in Grown Alchemist, with its appeal to more health-conscious, influential millennial and Gen Z customers, the group aims to further broaden its international consumer profile and market reach,” the company said in a statement at the time of the purchase.
Similarly, in November 2021, the brand acquired a majority 83 percent stake in Sol de Janeiro – most famous for their Brazilian Bum Bum Cream, which has soared in popularity among social media-savvy influencers since their launch in 2015.
Commenting on the news, André Hoffmann, CEO of the L'Occitane Group, explained that the mission’s tenets had always been foundational to the business since their establishment in 1976.
“However, as we continue to grow and welcome new brands on board, we recognize the importance of underlining our shared ambitions. We believe this is the perfect time in our evolution to introduce a new corporate mission that resonates with and involves all our stakeholders. As a group of synergistic brands, our clear mission will enable us to move forward together in a spirit of collaboration, mutual respect and unity,” he said.
