As a Brand Content Strategist, I thrive on transforming retail spaces into powerful storytelling touchpoints. On May 23, 2025, L’Occitane unveiled a new Sephora end cap across stores in Canada: a four-shelf installation designed to premiumize the brand, elevate the customer journey, and embody the timeless luxury of Provence.

This high-visibility placement was more than merchandising: it was a stage for brand elevation, where every detail, from logo treatment to shelf messaging, was carefully orchestrated to blend beauty, heritage, and aspiration. Rethinking the canvas: from immortelle fields to sunlit geometry

Traditionally, L’Occitane’s gondolas leaned on imagery of Provence’s iconic landscapes. For this execution, I partnered with the internal creative team to modernize the background: the faint immortal flower field was replaced by a solar, circular art pattern, evoking the warmth and energy of the Southern French sun.

The L’Occitane logo was refined for a more luxe presence: reduced in size, switched from bright white to elegant black, and strategically repositioned to remain visible above the hero products on the top shelf. Small details, big impact. The 4-shelf storyline

🔝 Shelf 1: The Almond spotlight

Heroing L’Occitane’s best-sellers and a new launch, the top shelf was dedicated to the Almond body ritual.

• Products: Almond Supple Skin Oil (100ml + 50ml travel size) and the new Almond Shimmering Oil.

• Shelf strip: “Soften & shine with the sensoriality of Almond.”

• Center signage: a premium arc-shaped cutout, boldly highlighting benefits of the Almond Supple Skin Oil.

🌿 Shelf 2: Almond Essentials, Trending & Nourishing

• Products: Almond Shower Oil (bestseller), Almond Shower Cream, Almond Milk Concentrate.

• Shelf strip: “Trending essentials for Bath & Body nourishment.”

• Signage: “Indulgent & Cleansing, 87% found their skin immediately nourished.”

🧴 Shelf 3: The Shea Butter Story Positioned at heart level, this tier reinforced L’Occitane’s Shea expertise.

• Products: Nail & Cuticle Oil, Immortelle Youth Hand Cream, Shea Foot & Hand Creams (150ml), three 30ml hand creams, Lip Balm, and Ultra-Rich Body Cream.

• Shelf strip: “Moisturize and protect with Shea Butter.”

• Signage: “100% said skin felt protected from dehydration.”

🎁 Shelf 4: Luxury Gifting Made Simple

The final shelf celebrated L’Occitane’s gift culture.

• Products: curated giftsets in signature L’Occitane yellow, designed to look luxurious, benefit-led, and intuitive to shop.

• Shelf strip: “Luxury gifting made simple.”

• Each set was uniquely developed to balance premium storytelling with visual clarity.

Why It Matters: Storytelling at Shelf-Level

This Sephora end cap was not just about product display—it was about brand storytelling in motion. Every layer guided the consumer through a journey: from indulgent Almond care to Shea nourishment, and finally to the joy of gifting.

By blending design precision, narrative clarity, and premium cues, the project repositioned L’Occitane within Sephora as more than a natural beauty brand—it became a lifestyle of refined Provence luxury.

This installation will remain in-store until late 2025, when it evolves into a holiday expression. For now, it stands as a testament to how retail storytelling can elevate both brand equity and consumer experience.

👉 Want to see the full execution? Scroll down for an in-store image of the Sephora Canada End Cap.