CREDIBLE: They have a protection centered strategy and actions. Protection of their consumers' body through their products but also a protection of nature through the "Fondation Yves Rocher" that rewards women who contribute in the protection of nature. They are also commited to plant trees in all the regions of France and in 24 other spots worldwide.
CONTRASTING: They are the only one on the cosmetic market with such a strong notion of protection.
CLARITY: They are promoting improvements in natural cosmetics and explaining how to use these improvements to protect every women's body will always be necessary.
COMPELLING: They have understood what their target audience was sensitive to and communicate on it.
Claire-Sophie.
Sources:Strategic Brand Management powerpoints
http://www.trainingindustry.com/media/3228255/hf%20leadership%20the%20five%20things%20that%20make%20the%20biggest%20difference.pdf
http://www.yves-rocher-fondation.org/fr/fr/
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