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choices of cosmetics and take great
care of themselves, their well-being
and their beauty.
Consumers need proof of the
efficiency of products, this is what
counts because the economic situation
has had ups and downs. They
also like having a very wide choice
and devote time to choosing the
products which correspond perfectly
to their needs.
Perfume and makeup have a stronger
position than in other markets.
The brands which succeed in Russia
in the long term are brands that are
aimed at the general public which
offer a good price-quality ratio and
which above all sell products with
tangible results. This is why we are
the leader in the Russian market.
What are the specificities of your
distribution network in the country?
We have a network of 400 stores that
we mainly develop with 150 franchises
throughout the country. As I already
stressed, a large number of these
partners joined us when we arrived in
Russia in the 1990s.
We have also been selling our
products on the Internet for more
than 10 years and our site is the
leader in cosmetics.
Finally, we have a very good mail
order activity, which serves a clientele
that is very attached to this type of
distribution, especially due to the
long distances in the country.
Our project is to develop 500 stores
while working on the synergy
between our different methods of
distribution. We want to build a
multi-channel Love Brand, serving
Russian consumers as well as
possible all over Russia.
What is your approach to sustainabi-
lity?
I would say that it is more than an
approach, it is a family-based state of
mind. It is the state of mind of the
Group and its 18,000 employees and
especially those of the Yves Rocher
brand. You have to visit the village of
La Gacilly in Brittany - the birthplace
of Mr Yves Rocher and the birthplace
of the brand - to understand that our
approach is unique: we grow55 hectares
of plants with organic agriculture and
1,500 species are protected inside
our Botanical Garden.
All our products are eco-designed
and every year our plants comply
with extremely strict specifications,
which require a reduction in the
consumption of water and electricity.
It is also a state of mind concerning
the active ingredients of our formulas,
which are 100 % plant-based and
developed by our teams, and the
formulas themselves. Our goal of
creating our products with as many
natural ingredients as possible,
excluding all ingredients of animal
o r i g i n and deve lop i ng eas i ly
biodegradable formulas, has led us to
exclude 1,600 ingredients which we
consider do not respect either women’s
skin or nature. We do this voluntarily,
whereas theEuropean laws®ulations
– which are very restrictive – only
prohibit 1,300 of these ingredients!
We are proud of this and of these
commitments that are part of our
ambition to become the beauty brand
that is the most respectful of Women
and the Planet.
What is your long-term development
strategy?
Our ambition is to continue to earn
the trust of Russian consumers. In
order to do this, we are counting on
the development of our network of
stores and our leadership in digital
technology. And we are also counting
on the ever more demanding quality
and efficiency of our unique expert
formulas and on the ongoing impro-
vement of the quality of service in our
points of sale.
Russia - France
Yves Rocher
4
th
Lesnoy Lane, 4 - 125047 Moscou
©DR
