French beauty brand, L’OCCITANE en Provence, has partnered with ‘the world’s best student living experience’ Vita Student to deliver a nationwide experiential brand partnership as it looks to build high-value, long-standing brand relationships with younger audiences.
Delivering nationwide fragrance masterclasses across all of Vita Student’s UK residences from London to Edinburgh, L’OCCITANE en Provence brand ambassadors intended to introduce students to the world of fragrances. The masterclass involves educating students on how to discover their fragrance profile, how to layer fragrances and how to find their perfect scent, with the overall brand aim of reaching and creating closer ties with a younger and more diverse audience.
“We’re delighted to have gained privileged access to Vita Student’s resident population to deliver events. We know that to stand out in this competitive market space, forming deeper brand relationships with our customers through compelling events, especially at an early stage, will add value to L’OCCITANE en Provence for years to come.”Millie Lloyd, Customer Experience Manager UK & Ireland, L’OCCITANE en Provence
Student demand for the partnership meant Vita Student delivered full event signup for L’OCCITANE en Provence, so the masterclass was delivered to just over 300 students across the country. Included within the partnership, L’OCCITANE en Provence offered an exclusive 15% discount to all residents who purchased that evening. As a result, the French beauty brand was able to deliver five-figure sales in a 24-hour period and extended the discount over the following weekend across their stores. The two brands will be collaborating again in Q1 2023 for an in-person skincare masterclass with a focus on sustainability.
“Delivering unique hands-on experiences to our residents across the UK and Europe sets Vita Student apart from its competitors. We have a high-value student demographic living in our buildings, which both now and as they enter into the professional world are incredibly valuable to brands. Investing in exciting brand events that speak to this audience, and going above and beyond, are key to creating a successful partnership, and L’OCCITANE en Provence delivered on every level. We look forward to building our relationship with the brand delivering even more exciting events that are the perfect antidote to a challenging study period for our residents.”Dawn Williams, Marketing Director, Vita Student