ExpoFranquicia 2008: Interview with Jean Luc Chopin, Managing Director of Yves Rocher, Expofranquicia Exhibitor

1. Yves Rocher has been operating for more than 50 years within the world of plant-based cosmetics. Has the company changed much throughout this time?

In effect, Yves Rocher, the world brand in plant-based cosmetics, was founded more than 50 years ago and bears the name of its founder and Chairman, who was born in La Gacilly, a small town in the heart of Brittany. In 1959, Yves Rocher created a pomade based on a plant, ranunculus ficaria (pilewort extract), in the attic of his home. This marked the beginning of a grand adventure devoted to enhancing female beauty. His idea was based on a natural and accessible type of beauty and the concept of beauty for all women was born. 

Today, thanks to the progress of plant biology, more than 150 active plant ingredients now feature in the products marketed by Yves Rocher. Nature is the world largest laboratory. The International Centre for Plant Biology Research creates and develops beauty products based on the principles of effectiveness, quality and safety, without losing its respect for Nature. Yves Rocher has been able to acquire a leading role within the world of cosmetics as a specialist in natural beauty, offering facial and body treatments, make-up products and specific treatments for different types of skin and different ages. In short, its products cater for every need, providing an effective solution for daily beauty care and offering a sense of serenity, seduction, colour and freshness.

 

In their areas set aside for beauty, Yves Rocher's Beauty Centres bring together a wide variety of cosmetic products. They all feature beauty cabins, where visitors will find an entire programme devoted to boosting their well-being, thanks to an entire series of beauty treatments.

At every Yves Rocher Beauty Centre, professional beauticians listen to their customers and offer them a free and accurate diagnosis of their skin condition, as well as offering personalised advice regarding the products they should use and the methods of application that correspond to each product.

This is our current shop décor concept. This programme is designed to reflect the brand's values and its "link with Nature" through a series of decorative elements that invite all visitors to immerse themselves in a world of well-being. It consists of walls in sunny beige shades, curved furniture and plant decoration. This approach also incorporates the Earth's three symbolic colours: green, blue and brown.

In Spain, Yves Rocher has a total of 201 shops. Outside Spain it has the following number of outlets: Western Europe, 1072; Eastern Europe, 302; Near East, 28; Central and North America, 89; Latin America, 35; Asia and Australia, 35 and Africa, 75.

We have more than 800 product references, ranging from facial and body products and make-up products for every type of skin to hair products, bath products and perfumes. With such a wide range and variety of products, Yves Rocher is able to cater for all the beauty needs of every woman, based on an ongoing search for the ideal beauty solutions that will guarantee her well-being and tranquillity, bringing her naturally into touch with herself. It is difficult to choose the right products with such an enormous variety on offer. Our best-selling product in Spain is the day-cream known as Riche Crème, which was created in 1972 and is one of the brand's "oldest" products. This cream has proven to be a great success and offers a clear example of the company's commitment to quality. However, we are also particularly proud to launch the product "Inositol Vegetal", a line aimed at combating women's first wrinkles, which has been created in accordance with an ecological programme aimed at limiting the line's environmental impact. Thus, its production process respects the environment, the packaging has been reduced and this line also employs the concept of eco-refills. This line received the Star Award 2006, presented by the French Agency for the Environment and Energy Affairs.

Our brand is present in more than 80 countries and continues to grow. Expansion is important to us, including both the opening of new shops and the updating of already existing establishments in the countries where we operate. One of our slogans is "to reach all women" and, in this respect, we are always on the look-out for new markets. Our current focus is on the Asian market, among others, where there is still much work to do and considerable room for discovery.

7. Why choose an Yves Rocher franchise?

 

For the following reasons:  

The strong level of awareness and modern appeal of a brand that is recognised throughout the world.

The company's innovative beauty products, which are the result of research carried out at the Yves Rocher Plant Biology Laboratories.

The company's know-how, which spans a period of more than 40 years.

Promotional support.

A consolidated marketing approach that guarantees our customers' loyalty to our products and to the treatments offered at the Yves Rocher Beauty Institutes.

Ongoing training.

Constant commercial support offered by our local team.

We are an extremely natural brand, one that believes in Nature as a life ethic.

The company's products guarantee a constant re-birth, accompanying women throughout every stage in their lives and catering for all their beauty needs.

We are a brand that combines effectiveness, pleasure and a strong sense of respect. 

 

For many reasons, but I shall mention just three that are essential to us: in order to consolidate our presence on the market; in order to recruit franchisees; and in order to exchange ideas with other franchising companies.