Yves Rocher bound for Brazil


The French naturals brand plans to open ten stores in Brazil

French naturals brand Yves Rocher, which opened a dedicated Brazilian e-commerce site on 1 May, is aiming to open ten stores in Brazil by the end of this year, according to the firm’s Director of Africa, Middle East & Brazil, Arnaud Williart. Interviewed on French website PremiumBeautyNews.com, Williart said the Brazilian market had to be approached with “humility but determination” as the third largest cosmetic market in the world and a market with tremendous potential.

“Undeniably, it is a market where there is a very strong affinity for Cosmétique Végétale [the brand’s trademark],” he said, “and Yves Rocher – a brand whose actives come from the botanical world and whose efficacy is confirmed by science – has all it needs to succeed over there.”

In Brazil, the brand has no subsidiary but is present in the country via a distribution partner, and Williart said the firm aims to start by opening wholly owned stores and move into franchises later, as this method is very popular in the country. Currently, the products are imported but Williarts said the firm had not ruled out local production. If it went down this route, he added, the firm would probably look first at the items that were heaviest to transport, in order to minimise environmental impact.

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Patricia Mansfield-Devine, Rennes