AVRIL Cosmétique Bio, discover how they stand out in the clean cosmetic market
- alexandra.gat
- Oct 22, 2023
- 3 min read
Updated: Dec 9, 2023
On this blog, we've decided to take an interest in French brands offering clean cosmetics with ethical priorities for their consumers. So today I decided to talk about a brand I’m fond of and using daily: Avril Cosmetics. It is a brand that's becoming increasingly popular on the market, and one that's well worth a look lately!
bullesdetestschezflorette.blog
is a French brand of affordable organic cosmetics. Its founder Alexis Dhellemmes worked at Auchan and decided to enter the organic cosmetics niche when he realized that this market had little supply. So, in 2012, he launched the AVRIL brand.
The brand is part of several key trends in the beauty sector, including the move towards natural and organic beauty products, the emphasis on sustainability and respect for the environment, transparency in ingredients and manufacturing processes and the promotion of simplicity and quality.
Avril is distributed in France and abroad, on its website, its stores and to retailers such as pharmacies. One thing to notice is that Avril is also called "Avril-beauté" on its website or "Avril cosmétique bio", but it remains the Avril brand. This brand has three main focuses: quality, ecology, and price. The company's mission is to make organic cosmetics accessible to all.
The name "Avril" evokes renewal, freshness and nature, in line with the brand's commitment to more natural, environmentally friendly products. The brand strives to offer high-quality products at affordable prices and that is what makes it unique. With over 45 points of sale in France and abroad, Avril is committed to sustainable development, animal well-being and waste reduction, reducing superfluous packaging, and reusing cardboard packaging. For example, the brand is a member of the 1% for the Planet collective and donates 1% of its sales to environmental associations.
Advertising and branding.
One funny thing to know about this brand is that Avril doesn't advertise, doesn't have any ambassadors, and doesn't do sampling either. However, the brand offers services such as shopping with friends, beauty tips and tutorials. One of Avril's most distinctive aspects is its "Achat entre Amis" (shopping with friends) concept, which is a form of direct selling. The idea is that Avril customers can become brand ambassadors by selling products to their circle of friends, family and personal network. These ambassadors receive a commission on sales generated by their efforts.
Indeed, unlike many cosmetics brands which spend considerable sums on advertising and marketing, Avril has chosen to focus on proximity marketing and customer loyalty. Word-of-mouth and the sharing of experiences between friends and ambassadors play an essential role in raising brand awareness. This strategy enables Avril to reduce its marketing costs and offer products at more competitive prices.
Shop experience :
The Avril brand decided to bet on their shops and the customer experience in it instead of spending a lot on online marketing. Each Avril boutique is thought by a local architect to match the essence of the brand and the unique architecture of the different places and neighbourhoods of the shops. They use warm, natural colors, harmonious lines and a subtle blend of styles to invite the customers into the world of Avril cosmetics.
Furthermore, the brand decided to play on the senses in their shops. The view is solicited by the colourful packaging and the smell takes its place at Avril, capturing the senses: The scent of a plant, an essence of wood mingling with the fragrance of cosmetics... The sensory experience is also enhanced by trying out the products and coming into contact with the materials.
Pricing :
As a student, even though I want my cosmetics clean, I also need to afford it. Avril became my solution as it is very often the cheapest brand, with prices between €3 and €8 and gifts for purchases over €40. These prices are round to be fair to consumers.
Competition on the market :
The main competition Avril cosmetics has would be big clean cosmetic brand such as Caudalie, La Roche Posay, Nuxe, L'Occitane, Avène, but also smaller ones as Erborian, Typology, Patyka or Botimyst.
However, with its unique price range and the quality and various choices of its skincare products, I believe Avril cosmetics has many golden days to come.
Alexandra GAT.
Comments