Yves Rocher grows despite the industry's downturn, with revenue exceeding 300 million baht.

Yves Rocher, a #1 beauty brand from France, grew despite the industry's downturn, with its revenue exceeding 300 million baht. This year, the brand is introducing Anti Age Global range with a new product "Super Serum Bud Nectar". Yves Rocher is set to grow by 15% this year.

Wilasinee Parnurat, Chief Marketing Officer of Yves Rocher (Thailand), said that in 2020, the beauty industry in Thailand grew by 6-7%, and the market was worth 200 billion baht. Skincare products account for 80% of the market share, worth 90 billion baht in total. In the first wave of COVID-19, face care was instantly impacted because consumers felt they were luxury products, and the sales plummeted quickly. At the same time, the main target consumers of these products are tourists, so the growth of the face care sector was minus for the first time in decades. As consumers became adjusted to the new normal, face care products rebounded quickly. Consumers wear less make-up and nourish their skin more as they have to wear masks. They also turn to skincare routines to relax and indulge themselves at home, and DIY beauty care became a significant trend. While many consumers are more careful with their spending or may switch to more affordable brands, the amount of products they use and their skincare routines remain the same.

"Last year, Yves Rocher's revenue grew as we adjusted and adapted our strategies. Therefore,
we managed to grow by 7%, despite the negative market. Our biggest growth was from our hair care segment at +60%, while our face care segment, which was impacted by COVID-19, managed to outgrow the face care market. Last year, 40% of our growth (>20,000 customers) came from new customers after we revamped our brand image. They are modern consumers who like to make purchases both online and offline. At the same time, we have our loyal customers who return to our physical stores after the restrictions were lifted. In fact, we saw 8% more customers in this group compared to the previous year, despite the fact that 88 of our stores were closed for nearly three months."

In 2021, we see continuous growth at 11% despite the 3rd wave of COVID-10. In addition to hair care and bath & body care products, which are the biggest contributors to our revenue, we will also push our face care products. We have two new innovations to introduce. The first line will be introduced in May, which is our bestseller over the past two decades: Anti-Age Global. We are launching 'AAG Super Serum Bud Nectar' which will help expand our customer base to those in their late 20s who want to protect their skin from signs of premature aging. The launch is expected to help stimulate our skincare market, and we expect that the sales growth will be twice higher than the market. We are highly confident in our product, because of the key ingredient, Bud Nectar, which is unique to Yves Rocher. Bud Necta promotes cell repair and regeneration as it contains concentrated nutrients that are vital to plant growth, such as vitamins, minerals and other nutrients. AAG Super Serum Bud Nectar helps stimulate production of stronger skin cells, while Oil Booster technology, which has smaller and lighter molecules than typical oil, has the same structure as the skin's natural oil. Oil Booster is able to carry Bud Nectar into the skin directly, so the skin is regenerated and revitalized in just three days.

In addition to our effective products, Yves Rocher also continues our #ActBeautiful environmental focus which is embedded in the DNA of our brand. In the new product, Bud Nectar comes from sustainable practice, and is extracted from the tip of only one white lilac to minimally disturb nature and to conserve the source of Bud Nectar. At the same time, thanks to Yves Rocher's innovation, we are able to capture Bud Nectar's effectiveness, imported from La Gacilly in France. The packaging uses 100% recyclable glass, and its recyclable paper box is made from a sustainable forest.

Yves Rocher also chooses not to have a presenter in this launch because the brand wants real consumers to test the product and see results with their own eyes. Samples are distributed to its target consumers and they are invited to share their feedback in a testimonial campaign, expressed by real users and an expert panel. AAG has a solid fan base, so the brand believes that 70% of the customers will be existing customers, and 30% will be newly recruited ones.

Get the latest updates from Yves Rocher via the following channels:
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Twitter: @YvesRocherTH
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