Yves Rocher
A beautiful transformation
Yves Rocher is a family-owned group mainly focused on cosmetics. The company was founded by “Monsieur Rocher” in 1959 in France. He launched a visionary brand based on his own credo (‘beauty by plants’) and an actual will to democratize the usage of cosmetics through accessible prices and mail order.
Challenge
To overcome a degradation of the brand image perceived both by non-customers and customers.
Actions
Repositioned the brand by reactivating its DNA - botanical beauty - in a multichannel and international environment, through a three-year "Brand Transformation Plan." To do this we:
- Conducted an in-depth brand assessment
- Defined the new brand platform
- Expressed, in a collaborative way, the new positioning into the customer journey, on each touchpoint identified as a priority
- Formalized the identity and the design store platforms in line with the new positioning
- Formalized the contents of the brand book
- Engaged the internal (top management) and prepared the contents able to create appropriation among the employees, particularly the sales staff
The completed Brand Transformation Plan led to the alignment of R&D with the product offering, organizational change, a new visual identity and design concept store, the introduction of new training programs for the sales staff, an evolving multichannel distribution, CRM and even pricing policies, as well as new advertising and marketing campaigns.