For a beauty brand like L'Occitane, growth is no longer just about showing up across channels. It is about being present where customers already discover, validate and connect with products.

At eTail Asia, we spoke with Elida Wong, General Manager at L'Occitane Group, about how marketplaces are becoming discovery channels, why Gen Z wants content that feels self-discovered rather than pushed, and how brands can balance global consistency with local relevance across Asia.

3 Takeaways from the Interview Key takeaway Why it matters

The shift: marketplaces are becoming trust channels

Elida explains that for L'Occitane, marketplaces play an important role as a discovery channel.

Customers are already comfortable shopping on these platforms. They understand the interface, they trust the experience, and increasingly, they look to peer reviews to validate whether a product or brand is worth trying.

That makes marketplaces valuable beyond the transaction.

They are not just places where customers buy. They are places where customers discover, compare, test and build confidence before making a purchase.

The new beauty discovery journey

Why emotional value matters in beauty

Elida also highlights a growing shift towards emotional value.

For beauty brands, relevance is not only about product benefits. It is about how the brand supports the customer's existing lifestyle, identity and self-expression.

In L'Occitane's case, the brand's role is not to tell customers they need to change. It is to enhance what is already there, adding more flavour, meaning and emotional connection to the customer's everyday life.

"We are not here to make your life better, to change you, but to give it more flavour."

This is especially important as consumers become more selective about the brands they engage with. The strongest brands are not just pushing products. They are finding ways to feel personally relevant.

How Gen Z wants to discover content

For Gen Z, discovery needs to feel organic.

Elida shares that younger customers do not want to feel like they are simply being told what a brand wants them to consume. They want content that feels relevant, familiar and discovered on their own terms.

That means working with influencers, creators and local voices who can tell the brand story in ways that feel native to the platforms customers already use.

The opportunity is not just to create more content. It is to create content that feels like it belongs in the customer's world.

Why global values still need local expression

For regional brands, one of the biggest challenges is avoiding a one-size-fits-all approach.

Elida notes that every country is different, which makes it difficult to treat the whole region as one market. But there are still shared values that can create consistency across markets.

For L'Occitane, those values include sustainability, natural ingredients and diversity. These give the brand a common foundation globally.

The execution, however, needs to adapt locally. Different countries have different cultures, platforms and customer behaviours. That is why local teams play such an important role in bringing the brand spirit to life in ways that feel relevant for each market.

Watch the full interview with Elida Wong to hear more about how beauty brands are using marketplaces, emotional value and localised content to build customer trust.

[Watch the video]

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