Beauty is not a luxury but a right

In May 2012, the retailers Carrefour launched “Nectar of Nature” a new brand of beauty products included shower gels category. 1/3 of cosmetics products are sold via the retailers, so Carrefour saw a real interest to play a big part in this market. However, the sales of beauty products under the brand “Carrefour” represented less than 10% over all the beauty products sold.

Carrefour wanted to create a brand “for all the women” and “Nectar of Nature” targets more particularly the women in search of natural solution. They keep the idea of “retailer product” offering products less expensive (from 20 to 30% less) than the competition on the shelves. Their main message was to offer professional quality at the best price.

Some category markets, such as the beauty products or the vine for example, are more difficult to enter as “a retailer brands”, Carrefour created a specific brand exclusively sold by his stores.  The beauty product are also difficult because the reach directly the intimacy of the consumers. So, Carrefour needed to reassure his clients. They consequently communicated on the control made on the products by experts and the tests validated by a consumer panel.

The communication strategy was enough consequent to launch the new brand. They used different communication tools: a TV campaign (on the main channel), board campaign, communication in women’s magazines and a web campaign (which is rather new in this category of product). They tried to create an atmosphere of high quality products with the uncluttered packaging, the consequent campaign and the quality proved by expert. But , they also keep so basics from the “retailer brand” as they didn’t work with stars or muses notably. Their slogan remembers that they want their products accessible to all the women: ‘Beauty is not a luxury but a right”.

Have a good shower!

Myriam 

Sources : 

- Carrefour press release (21^st May 2012) : Carrefour launches Cosmétiques Design Paris, a new brand of beauty products for all women

- Carrefour s'offre une campagne de communication massive pour sa MDD “Les Cosmétiques Design Paris”, AMELLE NEBIA , May 2012