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Sure, you’ve heard of L’Occitane en Provence and certainly applied a product or seven by the infamous French brand. But have you been pronouncing it correctly? Are you pronouncing it correctly right now as you’re reading? It’s surprising but there is a right way to pronounce Loccitane.

There’s nothing worse than ardently championing a glamorous beauty brand only to discover that you’ve been pronouncing its name incorrectly the whole time. Luckily, L’Occitane en Provence is helping its customers to save face, via a tongue-in-cheek new campaign.

The prestige French beauty label has unveiled a lighthearted new video titled ‘How to Pronounce L’Occitane,’ explaining the correct way to phonetically enunciate its name, which has strong ties to the company’s Provençal roots (hint: it’s “Lox-ee-tahn”). The comic clip sees employees in a US L’Occitane store given an impromptu team meeting when they are overheard mispronouncing the company name.

“We are thrilled to release this campaign with the hope that we will build a stronger relationship with our customers and instill confidence in our beauty advisors who are at the heart of our business,” said Ashley Arbuckle, vice president, Brand Marketing. “We are a brand with a rich anecdotal heritage that we are eager to share more with our customers. With this campaign, we hope our boutiques will become more approachable and our customers will be able to proudly speak about our stores and products with their friends and family.”

The campaign will be shown in stores nationwide and via digital platforms and social media, to educate as many beauty fans as possible and remove any embarrassment next time the urge to stock up on the brand’s signature hand creams, lip balms, or other beauty treats strikes.

All together now: “Lox-eeeee-tahn.”

This article is published via AFP Relaxnews.

Staff Writer