Opening conversations around beauty in a new space

L’Occitane Indonesia needed to rethink how the brand shows up on TikTok. Existing communication was shaped for other platforms, while TikTok required a more personal, story-driven approach. The challenge was not just creating content, but redefining the brand’s presence for a different kind of audience and behavior.

The approach focused on shifting from polished brand messaging to more human storytelling. Content was built around everyday moments, softer narratives, and a tone that felt natural to the platform. Alongside production, the account was managed with a clear strategy to explore formats, test responses, and gradually shape a new voice for TikTok.

This resulted in a stream of content that introduced a different side of the brand, one that felt more personal, approachable, and relevant to the platform. What began as an exploration became a new layer of presence, extending L’Occitane’s reach through a format designed for how people actually engage.