French cosmetics brand L'OCCITANE's flagship store, L'OCCITANE Aoyama Main Store Maison de Provence (3-5-18 Kita-Aoyama, Minato-ku, Tokyo), opened on the 28th.

The store's concept is "Maison de Provence (a home in Provence)." The first floor, designed to resemble a relaxing dining room with friends and family, features a window vision screen displaying Provence-inspired videos. The second floor primarily stocks skin and hair care items. The third floor is a private room reserved for special members, offering free arm and shoulder massages, tea service, home delivery, and more. After the lights go out, from 9:00 PM to midnight, a projection mapping of products will be projected onto the second-floor window.

In addition, a new "Bon Mère" series based on the concept of "Maman's Love" will be available exclusively at this store. The two flavors are Marshmallow Milk, which contains marshmallow extract, and Little Honey, which contains honey from Provence. They are available as shower cream (600ml/3,990 yen), creamy hand wash (300ml/2,100 yen), and hand cream (75ml/2,310 yen), respectively. "Aoyama is where our first store in Japan opened in 1999. The opening of this flagship store marks the first step in a new chapter in L'Occitane's history," said Kumiko Tanaka, PR manager for L'Occitane Japon's marketing division. A new flagship store is planned for early fall at the Shinjuku East Exit. "Based on the concept of 'Voyage en Provence,' it will be the largest in Japan, a five-story store. It will also include a cafe, which is currently only available in Shibuya and Ikebukuro. Aoyama is positioned as the beginning of 'home,' while Shinjuku is the 'journey.' It will be a place where customers can enjoy the new L'Occitane experience using all five senses," Tanaka said.