Yves Rocher unveils new brand strategy ‘Retour Aux Sources’

Botanical beauty brand Yves Rocher unveiled on Tuesday a new brand strategy, which aims to reconnect the brand to its founding mission to offer natural, responsible beauty.

Dubbed ‘Retour Aux Sources’, the strategy consists of three overarching pillars spanning retail, pricing, and an updated loyalty program. 

Yves Rocher, born in the small village of La Gacilly in Brittany, France, in 1959, said the refresh was prompted by the brand’s existing customers, who participated in research initiatives. These initiatives allowed Yves Rocher to gain insight into customers’ desire for the brand to refocus on its guiding principles and update its strategy.

In particular, the new in-store experience, available at Yves Rocher’s Quebec, Canada stores, refocuses on the brand’s botanical expertise and commitment to formulation, manufacturing, and sourcing. 

The new ‘Committed Stores’ embody Yves Rocher’s values by utilizing eco-friendly materials, and by incorporating visually-enhanced communications detailing its sustainability efforts. These stores also provide a personalized experience for customers through skin and hair diagnostics to identify their specific needs and custom-make them a personalized beauty routine.

Likewise, the brand’s pricing policy has been updated to be more consistent and less promotional, both in store and online. Now, customers can expect to find a shopping experience rooted in its expertise and values, as opposed to sales. 

Lastly, to support Yves Rocher’s updated strategy, it has introduced a new in-store-only loyalty program designed to encourage both well-being and nature conservation. The program will allow customers to accumulate points, redeemable for a range of personalized rewards or to contribute towards planting trees.