Study of the Yves Rocher in China

The cosmetics industry is currently booming and the opening of foreign markets has spawned new needs. Health, nature, ecology and the environment are now increasingly becoming the keywords of our society, which now demands cosmetics products that respect these concepts. With increasing focus on the environment and ecology, a new market has opened up in the cosmetics sector - botanical beauty products.

It is on this cosmetics segment that French brand Yves Rocher finds itself the world leader. Bearing a lot of potential, this rapidly evolving sector is witnessing massive international expansion by Yves Rocher. The company has to seize this opportunity for expansion as it cannot afford to overlook this sector which has become highly competitive; finding new export markets is the only way to sustain the business.

The brand, already present on the French market, has every reason to adopt a policy of export to new markets, to gain more market shares, and be more competitive in an industry where new brands appear every day. In the present case, we examine the feasibility of implementing the brand in China. The cosmetics market in China is now among the most promising markets and a real "Eldorado" justifying the growing interest of foreign companies in this sector.

For several years, the cosmetics market in China has been growing steadily, exceeding 20% per year, reflecting the country's economic growth as well as the rapidly changing consumer behavior. Yet, entering the Chinese market in general and the cosmetics market in particular poses a challenge as it appears to be saturated by the presence of many cosmetics companies like L'Oreal, which has already become the third largest cosmetics company on the Chinese market.

Faced with this competition, will the the Yves Rocher project in China turn into reality or remain a dream? Is it possible to establish the brand in China? If yes, what should be the mode of distribution and appropriate trade policy? As the story goes, 50 years ago, not far from the Broceliande forest in Britain, a healer passed on the recipe for a herbal ointment to Yves Rocher. It is in the attic of his family home that the young Rocher experimented with various formulae that helped him create the first in a long series of products with "Nature as a source of beauty."

The history of the brand is primarily the story of its creator, who invented the concept of beauty derived from plant based sources and mail order selling in order to reinvigorate the region's economy and its the Gacilly village reeling under a rural exodus. Obsessed with the idea of generating jobs to revive his country, Yves Rocher created his company to cater to the beauty of women.

Rooted in Breton, Yves Rocher has become an international brand. It is now a pioneer and leader in organic cosmetics: knowledge of plants/herbs and its benefits is at the heart of innovation in Yves’ science laboratories. A unique brand, Yves Rocher offers a rich diversity in its range of products, more than 600 for all skin types, to cater to all possible needs.

Tags: cosmetics industry, botanical beauty products, Yves Rocher¸ French market, Chinese market, economic growth,

[...] In this context, and as the leading global brand in the segment of organic cosmetics, Yves Rocher is going to implement a policy and a different strategy to win market shares in the cosmetics industry in China and become the leader in the Chinese market. It will provide a large budget for communication activities based on the most effective channels in the country, namely: television, women's magazines, poster campaigns in the metro, promotions in sales points and "corners" of stores, trade shows such as: Beijing Beijing Exhibition Centre CHINA INTERNATIONAL BEAUTY WEEK Salon International Hair and beauty Year 18.10 China International Exhibition Center (CIEC) CHINA BEAUTY China International Exhibition of Beauty in China Year Shanghai Shanghai Exhibition Center (SEC) MILLIONAIRE FAIR - SHANGHAI International Exhibition of luxury goods Year Shanghai New International Expo Centre CHINA BEAUTY EXPO International Exhibition of Beauty and Cosmetics Year EventsEye-Events Trade Shows Directory 4. [...]

[...] Laboratoires de Biologie Végétale Yves Rocher offer certified organic essential oils in a range of powerfully relaxing care for the needs of women today. Everything is possible to feel even more beautiful. Listen to your mood, go for color trend . In short, dare! Listen to your mood, go for the trendy colors, discover innovative textures and always easy to apply, play with new ways to express your beauty . In a word, dare! With Luminelle, everything is possible to feel even more beautiful. [...]

[...] Faced with this competition, will the the Yves Rocher project in China turn into reality or remain a dream? Is it possible to establish the brand in China? If yes, what should be the mode of distribution and appropriate trade policy? I.The company Yves Rocher 1. General Introduction a. More of a vocation than a job As the story goes years ago, not far from the Broceliande forest in Britain, a healer passed on the recipe for a herbal ointment to Yves Rocher. [...]