French skin care and cosmetics marketer Yves Rocher is looking to penetrate further into the English Canadian market with the launch of its second integrated Ontario-only campaign from Wunderman Cato Johnson.
The direct response television component of the campaign began at the end of January with a commercial in 30-, 60-, and 90-second versions that will run for four weeks.
In April, a second direct response effort using newspaper inserts and mailings gets underway. It will be supported by 30-second television spots telling viewers to watch for these introductory offers.
For the first time in Canada, Yves Rocher is also supporting its retail channel with a television and print campaign launching later this month.
Yves Rocher, one of the leading beauty care companies in Europe for over 40 years, has marketed its products primarily via mail order.
When it entered Canada, the company adopted the same approach and has been selling cosmetics and skin care products through direct response print in addition to its sole retail channel, The Bay.
This strategy has been successful in Quebec but did not produce the results the company was looking for in English Canada.
Sylvie Pelletier, account director at Wunderman Cato Johnson, says the agency and client began discussing in early 1995 how Yves Rocher could break through to the English market.
A successful test in Toronto in the fall of that year paved the way for a relaunch of the brand in Ontario with drtv advertising in January 1996.
‘They had never used tv in the past and I think because they were using a lot more print, it had more of a promotional aspect,’ says Pelletier.
‘Now with using television as a medium, it has much more of an upscale look.’
Yves Rocher is targeting women aged 30-plus who are looking for a quality product at a reasonable price. While the company sees itself competing with high-end brands such as Clinique and Estee Lauder, Pelletier says the prices of Yves Rocher products are more in line with drugstore brands.
Pelletier says television was chosen because of the need to increase brand awareness.
‘The biggest challenge in Ontario, and the rest of Canada, really, is that Yves Rocher is an unknown company,’ she says.
The positioning line developed by Wunderman is ‘Yves Rocher. It is total botanical beauty care from France.’
The creative in the first spots marries product shots with scenes of a woman engaged in outdoor pursuits, such as sitting beside a lake and playing with her dog.
A voice-over describes Yves Rocher products as scientifically derived from plant essences, tying in to the botanical theme, and states that they are not tested on animals.
Viewers are urged to call a 1-800 number to receive a free sample kit of products as well as a free catalogue of the complete Yves Rocher line.
Pelletier says the 30-second version of the commercial is being used to create awareness during prime time.
The role of the 60- and 90-second versions is to drive response and extend the awareness and credibility of brand. They have been placed in various day-parts and fringe times.
Media buying was handled in house.
