Abstract
Olivier Baussan founded the company l'Occitane in 1976. At the beginning the main idea was to manufacture natural products, thanks to ingredients coming from near Provence. L'Occitane's activity consists in providing natural and quality products for hair and body to favor wellbeing and quality of life. Olivier Baussan had this project because he was native of the region and grew up in Provence near Manosque. After selling these products in local market in Provence, he opened his first outlet in Volx close to Manosque in the south of France.
In 1982, he discovered the shea butter during a trip in Africa (Burkina-Faso). He chose to incorporate this new ingredient in his products. Traveling allowed him to be aware of social and environmental issues. From then on, his commitment to others and environment became the key values of the brand. Even if he is a founder of the brand, he remained anonymous for the large audience. There was no face in the brand advertising campaigns. All were focused on products. L'Occitane is not perceived as a leader . Today Olivier Baussan owns a little share of the company but the firm is growing more.
In 1991, Reinold Geiger, an entrepreneur, invested in L'Occitane. His first feeling about L'Occitane was: " I would like to improve and develop the company but keeping its identity." . In 1995 Reinold Geiger became the CEO of the firm. He was specialized in packaging of cosmetics. He decided to add "en Provence" behind the brand name in order to insist on the brand regional roots. So, it was a success and it continued.
