Lifestyle cosmetics brand L'OCCITANE will open its world's largest flagship store in Shinjuku on October 11th. The store is located at the Seiseido Building, 3-17-5 Shinjuku, Shinjuku-ku, Tokyo, next to Kinokuniya Shinjuku Bookstore.
The five-story building boasts a total floor space of approximately 850 square meters, approximately five times the size of the Aoyama flagship store that opened in June. Based on the concept of "VOYAGE EN PROVENCE," meaning "a journey to Provence," items related to Provence are displayed throughout the store. In addition to motifs of ladybugs and cicadas, which bring good luck, the store also uses projection mapping to make small birds and rabbits appear on the walls.
The highlight of the store is the world's first and only "MY SHEA" service. Customers can choose from 12 message and color options, add a date and name, and create their own original shea butter packaging. A set of three will cost 3,465 yen, and a set of one of each of the 12 colors will cost 12,600 yen. Also available are "Happy Charms" (157 yen each), ribbons shaped like birds, squirrels, and rabbits, symbols of good fortune in Provence. A flagship-exclusive gift box featuring a Provençal tile pattern (small size 525 yen, medium size 630 yen, includes a Happy Charm) is also available. The L'Occitane Café, opening on the second and third floors, will offer a five-piece set of crème brûlée, "Brûlée Cinq" (1,500 yen), a hugely popular item that sells 50,000 units annually. In addition to the classic Nature and Chocolate flavors, limited-edition flavors like ginger, green tea, and lavender are also available. The Musée L'Occitane gallery will also open on the fourth floor. Replicas and vintage bottles from the brand's founding are on display, showcasing the history of L'Occitane. Currently, photographs of model Moe Oshikiri when she visited L'Occitane in Provence are on display, as well as oil paintings she painted herself.
On November 1st, the world's first men's specialty floor, L'Occitane Homme, will open on the 5th floor. Currently, male customers make up approximately 10% of store visitors and approximately 5% of those on the e-commerce site, but by adding a cafe, the store will create an atmosphere that is more welcoming to men, with the aim of attracting more male customers.
