garnier
TRANSCRIPT
GARNIER
During all this period Garnier signature was only the logo
… GARNIER (born in 1904 in France by the hand of a young chemist Alfred Garnier who
decided to create a hair tonic based in plants and natural ingredients)
1980
GARNIER LAUNCH WITH AMBRE SOLAIRE AND CRISTAL COLOR
1981/82 1984
ULTRA SUAVE LAUNCH STILL A REFERENCE FOR PORTUGUESE
FAMILIES
STARTING BUILDING
HAIR EXPERTISE
1987
STARTING STYLING FRANCHISE
WITH GRAFIC
TARGETING YOUNG PEOPLE GETTING
STRONGER UMBRELLA BRAND
Signature + Logo until 2001 :
… GARNIER (communication based in brand essence – natural ingredients efficiency
for a fantastic end result – and lifestyle, Targeting modern, fancy and happy people)
1992/93
SPREADING EXPERTISE TO FACE CARE
SYNERGIE LAUNCHFRANCHISE UMBRELLA FOR ALL
GARNIER FACE CARE SKU’S
Synergie Lumi-Vitaminas
Synergie C
Synergie Pure
1998
FRUCTIS LAUNCH MAKES GARNIER
GROWTH 53%
NATEA LAUNCH (now NUTRISSE)
LONG LASTING COLORATION BY YOUR OWN AT HOME
1999
… GARNIER (following the same strategy but always updating grafic codes and target
aspirational representation)
2002
BODY TONIC AND BODY COCOON LAUNCHSTART BUILDING
EXPERTISE IN BODYCARE
2006 2007
LAUNCH OF RENO FRUCTISWITH NEW CLAIM
“ALTA TECNOLOGIA NATURAL”
RATIONAL DISTANT CLAIM PRODUCT FOCUSED
NEW STRATEGY LAUNCH BASED IN CLOSE TO CONSUMER
SPOKESPERSON ENDORSEMENT. HUGE SUCCESS AND CONQUER OF
#1 MARKET SHARE
NEW EMOTIONAL CLAIM“CUIDA BEM DE TI”
FOCUSED IN PEOPLE
CONNECTING TO CONSUMER AND BUILDING PROXIMITY NEW ERA
Logo 2002 /2004:
… GARNIER (following central strategy but locally focused in building brand proximity and
emotional engaging with people: understand their needs and offerering the best value for money products).
2009
LAUNCH ORQUID VITALTHE TOP EXPERTISE OF GARNIER
IN ANTI AGING SEGMENT
CONTINUING STRATEGY OF CONNECTING WITH CONSUMER AND USING REAL PEOPLE AS
BRAND SPOKESPERSON
ONE STEP FURTHER IN PROXIMITY WITH NEW
COMMUNICATION ULTRA LIFT SONIA A.
2011
THE FUTURE….
AS BRIGHT AS THE LAST 30 YEARS IN PORTUGAL…..
BEING AT PEOPLE’S HEART
CONTINUING OFFERING NATURAL BEAUTY BASED ON THE BRAND FOUNDATIONS:
INNOVATION NATURALITY AFFORDABILITY PROXIMITY
USP: “EVERYDAY GARNIER OFFERS YOU A GREEN PERFORMANCE TO MAXIMIZE YOUR BEAUTY”
ACESSIBILIDADE
NATUREZA
INOVAÇÃO
ACESSIBILIDADE
NATUREZA
INOVAÇÃO
ACESSIBILIDADE ACESSIBILIDADE
NATUREZANATUREZA
NATUREZANATUREZA
INOVAÇÃOINOVAÇÃO
PERFECT MATCH OF OUR VALUES WITH LOCAL VALUES
PORTUGAL SPAIN FRANCE ITALY
1 Indulge yourself when you buy Better quality products I feel close to Enjoyable to use
2 I feel close to Reliable brand Reliable brand Indulge yourself when you buy
3 Enjoyable to use Enjoyable to use Enjoyable to use I feel close to
4 Reliable brand More effective products Indulge yourself when you buy Better quality products
5 Natural and healthy beauty I feel close to Better quality products Reliable brand
6 Prestigious brand Prestigious brand More effective products More effective products
7 More effective products Indulge yourself when you buy Modern and dynamic brand Prestigious brand
8 Better quality products Justify paying a little more for Prestigious brand Innovative products
9 Modern and dynamic brand Sophisticated beauty Innovative products Advertising that speaks to me
10 Innovative products Scientific research Advertising that speaks to me Scientific research
Main women expectations in terms of beauty
Source: TNS Brand Survey 2007
2007 2008 2009 2010
TT PORTUGAL 313.321 324.488 342.836 340.865
Evolution +4,0% +5,7% -0,5%
GARNIER 17,3 18,2 18,6 17,9
P&G 19,7 19,6 18,3 17,6
BDF 15,4 15,9 15,8 16,0
LOREAL PARIS 15,7 15,4 14,6 13,0
UNILEVER 13,1 12,6 11,9 11,5
HENKEL 1,5 1,9 3,6 4,3
M. DISTRIBUCION 4,2 4,4 4,6 4,7
GARNIER, #1 BRAND IN MODERN DISTRIBUTION
Source: PDM Value Hypers + Supers + Lidl P10