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Maximizing the Digital Medium (INTERVIEW)

Evan Silverberg, International Social Media, L'Occitane
Katie Pagnotta
November 1st, 2013
Evan Silverberg, International Social Media Manager at L’Occitane, transitioned from the New York office to Paris. Silverberg has a background in social media strategy and specializes in digital project management, e-commerce solutions and mobile strategy. L’Occitane has a rich history, 2000 stores worldwide and is using the digital medium to demonstrate its scope and depth.

3 Questions with Evan

Do you have specific rituals for re-setting and has another industry influenced innovation at your company?

We re-set anytime we find something and share it. At L’Occitane, we have an open attitude and encourage communication. We immerse ourselves in points of interest across all industries. A tangible example is our shea butter hand cream packaging. Our founder, Olivier Baussan, was influenced by artists in Provence and decided to create a product that resembles a paint tube.

How do you identify trends? What resources does your team use to spot trends and consumer insights?


We turn to social media constantly. We live in a world where connectivity is higher and the ability to share/educate each other is instant. We use a trial and error process with ideas derived from social media and often partner with these platforms. A great example is a future partnership with SoundCloud. We are releasing a Christmas playlist consisting of songs we play in store. This allows us to a have a forum to aggregate these songs and connect with our customers in an interactive way.

What makes an innovative culture? How do you create a culture of innovation?

We have a youthful digital team and an extremely charismatic and informed leader. The combination of an expert and marketing guru with our fresh innovative thinking creates a strong dynamic. Within the last 16 months, L’Occitane has had momentum in growth and the digital team has doubled in size.