On April 20, L'Occitane announced that actor Park Bo-gum has been named the brand's ambassador for its 50th anniversary and unveiled a related campaign.
The move coincides with a refresh of the brand's identity. Since its founding in Provence, France, in 1976, L'Occitane has celebrated the relationship between nature and people. For its 50th year, the brand has expanded its identity to emphasize the idea of "connection"—linking nature, the arts, and people.
The first campaign, My Newfound Sensory Ritual: A New Beginning for the Shower, spotlights the signature Almond Shower Oil. Through visuals that showcase the oil's texture and sensory appeal, the campaign reimagines the everyday shower routine as a ritual.
Park Bo-gum appears in the campaign video released on April 20, which focuses on visually conveying the brand's fresh sensory experience.
Park Bo-gum said, "I'm honored to join L'Occitane's journey—it's a brand that shares the value of authenticity I hold dear. I'm happy to serve as an ambassador for a brand that shows such warm care for people and nature."
