J.Crew and L’Occitane: A mismatched marriage?

J. Crew coat

L'Occitane's hand cream seems like an unlikely match for J.Crew

In a move that mimics Anthropologie,  J.Crew will be peddling L’Occitane en Provence Shea Butter Hand Cream at 214 of their stores, offering another way—besides their cute knit mittens—to protect your palms from New York City’s arctic chill.

It’s a surprising partnership given J.Crew’s hard-won hip-yet-preppy rebranding of late and L’Occitane’s perennially fuddy-duddy reputation.

Starting this month in NYC stores, L’Occitane’s plant-based products, will be featured at store check-out.

We wonder why J. Crew didn’t shake hands with a beauty company with cool factor—like Aesop, REN, or Naturopathica. These brands have cool apothecary packaging and indie cred that would naturally appeal to men and women.

It looks like L’Occitane is totally the winner in this partnership, which extends to the J.Crew catalog and website on December 1.

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5 Comments | ADD YOURS

  1. November 10th, 2010 at 12:54 pm

    I actually think this makes total sense… L’Occitane might not be hip but their Shea Butter hand cream is fantastic and comes in a paint tube like container that I love. It is surprisingly appealing and I bet will fly out of JCrew.

  2. November 10th, 2010 at 2:06 pm

    As a former preppy, and customer of J.Crew and Occitane, I’d have to disagree. Seems likes a very good fit. The only problem is I don’t like the smell of the Occitane hand cream.

    Preppies like things with a traditional feel. Occitane has that, without being boringly old-fashioned, and the products are good.

  3. November 10th, 2010 at 5:18 pm

    I also respectfully disagree. J Crew has partnered with brands that are stalwarts of their category whether newly hip, formerly hip or not quite hip at all. Think Essie and Timex. Sure there are sexier nail polish and watch brands but these two have managed to remain relevant in wildly competitive arenas. Just my 2 cents.

  4. November 11th, 2010 at 4:38 pm

    I think this partnership is awesome!

  5. November 12th, 2010 at 3:21 am

    My very hip Parisienne friend loves L’Occitaine’s products maybe because they are traditional and very French.
    They’re also mass market like J.Crew, which those others mentioned are not and in a decect price range.
    Makes perfect sense to me.

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