This case study deals with l’Occitane in Japan, the French cosmetics brand and its strategy of settling on the Japanese cosmetics market, the biggest market per capita for this domain. In particular, the study explains how the marketing strategy has been decisive in the success of the French company. Since 2005, l’Occitane has established a successful brand that endows Provence identity. Thanks to this specific brand image and an integration of Japanese culture and customer behaviour, in 2011 Japanese market accounted for 25% of the brand total sales. Nevertheless, the 2009 financial crisis has had an impact on consumer behaviour and lead to a polarization of the market. How did l’Occitane managed to overpass the crisis and achieve a sustainable growth?