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The Digital Provence Theater, produced by teamLab, is to appear in L'Occitane's store in Shinjuku, Tokyo, in September. (Photo courtesy of L'Occitane)
Multinationals in Asia

French beauty brand L'Occitane touches up its digital ambitions in Asia

JENNIFER LO, Nikkei staff writer | China

HONG KONG -- The tranquil towns of Provence in the south of France, seen in Vincent Van Gogh's paintings surrounded by almond blossoms, might seem a far cry from the hustle and bustle of Asian capitals, where a digital-savvy population resides. But distance and the change of scene are small hurdles for L'Occitane, the premium French beauty brand which is gearing up for growth in the region with a digital drive.

L'Occitane generates about half of its revenue in Asia, including Hong Kong where it lists its shares. The outlet in Festival Walk, a mall in Kowloon Tong. (Photo by Jennifer Lo)

In mid-September, L'Occitane is turning its flagship store in Tokyo's commercial hub of Shinjuku into what it calls its first digital store, which fuses digital and physical shopping spaces.

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