admin Botanical beauty brand Yves Rocher is introducing a new brand strategy
to offer consumers a renewed shopping experience, a new sustainable pricing
policy, and a revised loyalty programme to reconnect with its roots to
offer natural, responsible beauty.
From August 22, Yves Rocher will launch ‘Retour Aux Sources,’ a strategy
designed to forge “an even deeper and more authentic connection” with its
customer, which it adds have been placed as the heart of its brand
repositioning.
It will do this by reconnecting with its roots and the essence of the
brand, including its mastery of botanicals and its art of formulation, from
plant to skin, by refocusing on its guiding principles, such as botanical
expertise, rather than on what it states distorts it, such as “promotional
noise”.
The strategy has three overarching pillars, starting with a renewed
in-store shopping experience focused on sharing Yves Rocher’s botanical
knowledge and commitment to formulation, manufacturing, and sourcing. This
will include new ‘Committed Stores’ retail concepts that reflect Yves
Rocher’s brand identity, utilising eco-friendly materials to highlight the
brand’s commitments to eco-design, formulation and sustainable sourcing.
In addition, the revamped stores will incorporate new visually enhanced
branding detailing the manufacturing process of their containers and its
commitment to the reduction of plastic use. The aim is to raise awareness
for a sustainable future in beauty with a dedicated space for the discovery
of Yves Rocher’s products. These ‘Committed Stores’ will also provide a
personalised experience for customers through skin and hair diagnostics to
identify their specific needs and custom make them a personalised beauty
routine.
Beauty brand Yves Rocher refocuses on botanical expertise with new
brand identity
The second pillar is the brand’s updated pricing policy, which will
provide value for customers both in-store and online, shifting away from
promotions to a focus on “more consistent” pricing. This move follows
direct discussions with its customers that felt the brand’s history and
botanical expertise were often overshadowed by its past promotional
strategy. The new approach aims to provide consumers with a shopping
experience “rooted in its expertise and values”.
The last facet to support Yves Rocher’s updated strategy is the
introduction of a new in-store-only loyalty programme designed to encourage
both well-being and nature conservation. The initiative will allow
customers to accumulate points with every purchase and earn extra points
for eco-friendly product choices. Customers will then be able to redeem
their points for a range of personalised rewards or use their accumulated
points to contribute towards planting trees.
Yves Rocher offers more than 1,000 products covering all cosmetic needs,
distributed in over 3,000 stores worldwide. The botanical brand was born in
the small village of La Gacilly in Brittany, France, in 1959, and its
products are manufactured in its own factories and grown on 60 hectares of
organically farmed fields.
