Yves Rocher focuses on China

French botanical beauty brand Yves Rocher is focusing on Beijing, Shanghai and Shanghai's satellite cities to open new points-of-sale 1 year after the brand was introduced in mainland China.

Yves Rocher is a worldwide cosmetics and beauty brand, founded in 1958 by the french entrepreneur Yves Rocher. The company is present in 5 continents and in 88 countries and employ over 13,500 personnel, excluding more than 215,000 through additional indirect jobs.



The brand is in the final discussions to open a counter in a department store and a standalone store in a shopping mall in Shanghai this spring adding to its existing three pos in Shanghai, one in Beijing and one in Wuxi.

The main idea is to take the necessary time to fine tune and test different formats and locations, both in first and second-tier cities. To adapt to the local beauty market dominated by department stores, the french cosmetics group Yves Rocher has for the first time designed a counter. The brand first intends to consolidate its in-store product selling before moving on to online business. Beauty services are also in the pipeline. It will not heavily invest on advertising, but will rather count on viral marketing to establish the brand name in the country. A contest to elect a face for brand in the country is to be held from next month.