Yves Rocher's repositionning: from a traditional to a green image

   

In 2009, Yves Rocher worked with the design agency Saguez & Partners to do a total re-melting of their visual identity through a new logo, combining shrewdly the two YR letters, with their common part representing the edge of a leaf (the previous logo was designed in 1970 and was inspired by the "Livre Vert", the catalog sent to their customers), and through the deployment of brand new stores with new colors and furnitures.

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Increasing their turnover and repositioning their brand image were at stake. Indeed, 105 million French people visit their store every year, resulting in 30 million actual purchases. In order to face the growing number of new competitors positioned in the green and organic cosmetic market, Yves Rocher decided to rejuvenate their image. 

"Our brand had rest on their laurels in communication and wasn't perceived as we wanted it to be. We aim to make it more desirable and give women means to understand it. When you want to show you're changing, you need striking and concomitant signs", says Stéphane Bianchi, CEO of Yves Rocher.

To do so, Yves Rocher started by reaffirming their values, like their not testing products on animals, highlighting their origins as well as their identity as creator of the "Cosmétique Végétale®". Géraldine Guillemot, retail coordinator, explained that the new store furnitures look a bit like the one Yves Rocher used at their early age: the floor evokes Breton slate and granite, and the giant poster of a camomille harvest behind the cash desks pictures their mastery in vegetal science, from harvest to distribution. They also added "L'Institut" below the brand name for every store including beauty salon services, so that customers are aware they provide those services.

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Moreover, a new version of the loyalty card was implemented: flower stamps are no longer used as each card is now customized according to each client. Every time you go to the cash desk, your card displays new points obtained and personalized promotions adapted to your purchasing behavior.

Cindy

Sources

http://www.lesechos.fr/08/09/2008/LesEchos/20252-60-ECH_yves-rocher-se-refait-une-beaute.htm
Press Kit 50 years of Yves Rocher: www.yves-rocher.com/fr/espace_presse/l.../251_yvesrocher50ans.html‎
Images: Yves Rocher