Flagship store “L’Occitane Aoyama Honten Maison de Provence” (address: 3-5-18 Kita Aoyama, Minato-ku, Tokyo) opened on June 28th.

The store concept is “a house in Provence.” The first floor is imaged after a dining room where friends and family can relax. A screen on windows, displays visuals inspired by Provence. On the second floor, skin and hair care items are lined-up. On the third floor, a private room for special members and services such as arm and shoulder massage (free of charge), tea and home delivery are available. After store hours, from 9pm to 12am, projection mapping will be screened on the second floor windows to show the brand’s products in the form of art.

A new series named “Bonne Mere” under the concept “Maman’s Love” will be sold limitedly at this store. Two types, one with marshmallow extract “Marshmallow Milk,” and the other with Provence made honey “Little Honey,” will both line-up shower cream (600ml/3,990 yen), creamy hand wash (300ml /2,100 yen) and hand cream (75ml/2,310 yen).

“We opened our first store in Japan in 1999, here in Aoyama. Opening our new flagship store here marks a new page in our history. We plan to open the largest store in Japan in Shinjuku this fall. The store concept will be ‘a trip to Provence’ and the store will have 5 floors. A café will also open, similar to the ones at the Shibuya and Ikebukuro stores. The Aoyama store theme is ‘house’ and the theme for the Shinjuku store will be ‘travel.’ We want to create stores, which inspire the 5 senses,” comments Kumiko Tanaka, PR Manager for L’Occitane Japan Marketing.