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Jean-Luc Foucher-Créteau: “We already have a strong international presence, but now I believe the time is right to expand further.” |
French botanical beauty brand Yves Rocher is looking to expand its presence within the travel retail channel. The company exhibited at last month’s TFWA World Exhibition in Cannes, where it presented its extensive range of cosmetics and fragrances to the trade.
“We stand for efficient, natural beauty,” Managing Director International Markets Jean-Luc Foucher-Créteau told The Moodie Report. “We have a unique positioning, in that we control the entire life cycle of our products, from research to harvest to manufacture to distribution.
“We already have a strong international presence, but now I believe the time is right to expand further, so we are targeting travel retail, a channel which would potentially gives us access to millions more consumers.”
The Yves Rocher brand was born in 1959, in La Gacilly, France, when the eponymous founder created his first plant-based beauty products. In 1977, a botanical garden, featuring more than 1,000 plants, was created there. Today, the location boasts 55 hectares of organically grown flowers and plants, which are used throughout the product portfolio.
The brand’s Breton origins are important: production is carried out in three factories located within 30km of each other. La Gacilly handles hygiene and skin care; Rieux make-up; and Plöermel fragrances.
Yves Rocher handles its own distribution, which in certain countries includes direct selling. The brand is available in 4,000 points of sale worldwide (500 of which are in France). It sends 200 million mailings per year, translated into 16 different languages. Its 27 websites receive more than 90 million visits annually. On Facebook, the brand has more than a million fans worldwide.
In addition, beauty treatments such as facials, manicures, massages and waxing are available in Yves Rocher’s 3,000 beauty cabins.
The Yves Rocher portfolio comprises over 700 references, and covers skin care, body care, make-up, sun care, hair care and fine fragrances. “Of course we will tailor our assortment for travel retail,” noted Foucher-Créteau. “Our best-sellers would be a focus, and we already offer special sets and duos.”
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The company has a clear commitment to CSR and sustainability. Yves’ son Jacques created The Yves Rocher Foundation in 1991 (it was placed under the auspices of the Institut de France in 2001). The Foundation supports local and global nature preservation and environmental education initiatives in more than 50 countries worldwide.
In 2000 it created the Women of the Earth Award, to honour and acknowledge women who take action to protect the environment. Yves Rocher also supports the “Plant for the Planet” campaign, an initiative created to raise awareness about climate change and to encourage people to plant more trees.
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The extensive Yves Rocher portfolio encompasses skin care, body care, make-up, sun care, hair care and fine fragrances |
Initially, Foucher-Créteau is targeting eastern Europe, Russia and Turkey for its travel retail debut, as the brand is well established in the corresponding local markets. “But we are ready to explore all opportunities,” he concluded. “We will test and learn.”
For more information visit www.yvesrocher.com or email: jean-luc.foucher-creteau@yrnet.com
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