Which at the time requires to be explained

Through the showcase, the Interior of the shop to suggest already. The tables where face cosmetics and furniture behind the Fund suggest an artisan workshop. Right of entry, wooden crates and earthen pots filled with logs for the bath and body lotion remind the world of the garden. Like the green apron worn by staff.

Dubbed "Workshop cosmetic plant", this store is discovered on a Parisian boulevard or in a street in Quimper. But in the third basement of the administrative headquarters of the Group Yves Rocher, Issy les Moulineaux, in the Hauts-de-Seine. This is the brand of cosmetics fine-tunes its new concept of point of sale, destined to become a beacon of his new face symbol.

Since may, this prototype is scroll teams marketing and business, clients and non-consommatrices, franchisees and partners. On 2 October, it will take life. The first two copies will open their doors to Boulogne (Hauts-de-Seine) and rue de Charenton in Paris. A week later, the third will appear in the shopping centre Val d'Europe (Seine-et-Marne), history of test the concept in different zones.

Deployment in the hexagon will be from 2009 and will cost approximately EUR 200 million over four years. With the key goals: increase the turnover per square metre of 15 after one year of installation. And a real issue in terms of image: 105 million people grow in France each year the door of a store of the brand, for 30 million of purchases at the end. Cosmetic specialist is indeed facing increased competition on the niche of the wilderness at the base of its positioning of brands niches bio offer development boom. To display its modernity on the eve of next year to blow its 50 candles and not only perceived as a subscriber to the promotions, it is therefore in order of battle. "The mark is was a little bit asleep on his way to communicate and was not seen as it should be." We want to make it desirable and give women the means to understand. "When you want to point out that changes, be strong and concurrent signs", said Stéphane Bianchi, Director General of the group but also, for eighteen months, of the mark Yves Rocher.

Mark his territory

Weapons are therefore aligned one after the other. Last year, Yves Rocher has begun to take the floor in communication again to reaffirm its principles, such as the absence of tests on animals. Claw also changed its signature to mark its territory as a "creator of the vegetable cosmetic". It also further seeks to focus on its origins. "The workshop is a place to human size where to stage the roots of the brand." Presentation tables are inspired by those used by Yves Rocher to his debut. "Soil evokes the slate and granite Breton", underlines Géraldine Guillemot, Coordinator of the store project. Behind the Fund, a giant photograph of harvesting of Chamomile in the Gacilly, the claw morbihanais fief, to remind that the mark master's chain, the cultivation of the plants distribution.

A new round of actions starts next month. In addition to the new stores, the brand launches in 6 countries bio line. Composed of facials, it enjoys a carbon offset program. There, she wants to move quickly, with become the number one market in France in a few months. To achieve this, a discovery kit will be offered and the products will be presented near the funds to facilitate the work of explanation. But the battle will be tight, as shows the launch this month by perfumeries Marionnaud of a bio line to their brand.

Early 2009, it is a new logo which will be deployed in the media before you begin to appear on the packaging in March. Until then, the Visual identity was based on the name in the edges of a book, referring to insiders "Green Book", i.e. the catalogue sent to clients. Carried out, as the new commercial architecture, design agency Saguez & Partners, she is driven a seal in which include the stylized initials of the name, the Y suggesting a trunk and the R a sheet. In addition to the reaffirmation of the plant world, this should facilitate the recognition of the brand internationally.

One of the strengths of the claw, is its ability to manage the client relationship. By the end of the year, 3,000 vendors-consultants and estheticians will be formed on what is the brand today. The loyalty card has also just revitalization, for a cost of over EUR 10 million. Finished in the shape of flowers stamps affixed by hand to mark the accumulated points. The rectangle plastic customizes. One of two sides each pass cash Exchange, showing not only the points obtained, but also promotions tailored to buying behavior. An innovation in the world of the loyalty cards. Which at the time, requires to be explained. Millions of clients failover has occurred without any problems, they did however not all understand the functioning of the offers listed on their map. Still teaching to deploy at the time of purchase.

Opening of "eco-Hotel".

But, overall, the work of loyalty is paying. For the first time this year, Yves Rocher has displaced the Maif at the top of the classification of Relationship Score, measure of the quality of the relationship of 159 marks with clients published by the delegation of marketing services of the Association of communication consultancy agencies. "This rise of rank is not surprising because the client relationship plan is transverse, affecting all the training and retention, in a context where the consumer increases its expectations", analysis Catherine Michaud, President of the delegation.

Products, the pandemonium of fighting was less intense. Cosmetics brand follows the rhythm of its sector for launches. It will however flat back its offer to make-up for next spring. Another site to conduct: beauty institutes associated stores. If, in Europe, Yves Rocher claims the place of first string of institutes, France, many clients do not know their existence. In the new concept of boutique, his name is therefore under the name, the care list is displayed at the entrance to schoolchild slate how and its doors are ajar. Inside, the atmosphere within the spa trend. In this programme is also the opening of "eco-Hotel" in La Gacilly next year. A way to highlight the environmental concerns of the group, through eco-design of products as a foundation.

Yves Rocher has not undergone such changes for more than twenty years. And Stéphane Bianchi is pressed to see the effects of long cooked changes. "We will see current 2009 if the mark has the expected rebound," he added. He wants to achieve next year a growth of 6 to the global and 3 in France. In France, an increase of about 2 is already expected for 2008, after several years at rate between 0 and 1. In these times of concern on the purchasing power of the Director realization General is also on the value of the products to assist in the recruitment of new clients in the hexagon. All the art will be able to reconcile the notion of accessibility with the rise in range of an image.