Kicking off in Washington, DC at the Cherry Blossom Festival on April 7, the truck will then stop throughout key cities and regions with and without brick-and-mortar as well as buzz-worthy events and festivals that align with the brand's DNA. Additional stops include the Beautycon in New York City, NY (April 21-22) and Los Angeles, CA in October.
The vintage French Citroën H Van, often used by small-town French farmers, was partly inspired by the food truck revolution, according to the brand.
"We are constantly challenging ourselves to surprise and delight our customers and, as a result of this, our in-store shopping experience has evolved dramatically in recent years,” said Paul Blackburn, vice president, concept design, construction and merchandising North America.
The van is clad is L'Occitane's signature Provençal sunshine yellow and is approximately 16 feet long by 7 feet high. Two window-like openings, featured at the truck's side spanning across the entire length and rear, invite customers to view an internal shelving display filled with a curated-assortment of product as well as relevant campaign imagery. A tester-rail and foldable display counter anchored under the truck's side opening will feature an interactive station for passerby to test-and-play with product.
For a connected shopping experience, a large exterior screen is to display video content showcasing the spirited Provençal lifestyle and brand history. At each destination, expert beauty associates will accompany the truck to guide and captivate the guests' senses through exclusive demonstration rituals with hero product ranges and an assortment tailored to each regional area.
Additionally, the L'Occi Truck will serve as a supporting asset for future store closings due to retail renovations at its locations.
L'Occitane said it will also leverage e-commerce, e-mail marketing and social media platforms to communicate with customers on the scheduled stops and detailed information on the truck's offering through an interactive landing page.