L’Occitane en Provence 2016

Abstract

This case is about the success story of a French local cosmetic and personal care brand in Asia. This brand is called L’Occitane en Provence and the CEO and Chairman, Reynold Geiger, decided to enter the Japanese and Chinese market in 1996, when the brand was doing very bad in France and was at the edge of bankruptcy. The bet of the CEO was successful as the brand operates almost 50% of its sales in Asia today. However, since the company entered the Hong Kong Stock Exchange in 2010, the stock price kept fluctuating and is barely above its IPO level today. This case tries to analyze the performance and the strategies of the brand in Asia and understand why its stock price isn’t high as the level of its sales.

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