How does AVRIL reflects in the eyes of its consumers?

alexandra.gat
Dec 3, 2023
4 min read

Updated: Dec 8, 2023

Today, let's take a look at how consumers perceive the Avril brand. I'm delighted to share with you, our valued community, a deep dive into how you perceive this brand.

Navigating the world of cosmetics is a personal journey, but when a brand captures the imagination of its community, it becomes collective. Today, we dive into the world of Avril Cosmétique bio and especially into consumer perceptions, highlighting strengths, opportunities for improvement, challenges and suggested adjustments.

The charm of Avril

Avril has forged a unique relationship with its community. Consumers widely recognise Avril Cosmétique for its organic, ecological commitment and affordable prices. According to a survey I conducted recently, 83% of participants associate Avril with quality products, underlining the trust the brand has established in the cleanliness of its compositions.

Some clean, qualitative products

Avril's commitment to making clean products accessible to all is a beacon of inclusivity in the world of clean cosmetics and skin care. After interviewing my surroundings, I realised that consumers praise the pricing strategy, highlighting a rare balance between quality and accessibility.

Testimonials also underline their appreciation of the diversity of products in the skincare and make-up ranges. An my online survey reveals that 71% of respondents chose Avril for its wide selection of cleansing products, claiming that they meet their specific needs.

Echo of online reviews

On Trustpilot, Avril Cosmétique has generated enthusiasm with an average rating of 3.7/5. Consumers praise the quality of the products, the diversity of the range, and the brand's commitment to the environment. Some 92% of positive reviews specifically mention the brand's affordable prices and organic quality. Consumers appreciate the brand's transparency, with 88% of positive reviews stressing the confidence inspired by the detailed list of ingredients. 76% of consumers explicitly mention the effectiveness of the products, reinforcing the image of a brand that makes no compromises on quality.

Strong points to capitalise on

Ecological commitment is hailed as an example to follow in an era when sustainability is becoming crucial. Consumers value the accessibility of ecological products, a key element for 89% of participants in my recent survey. Avril's positioning as an affordable option in the organic sector is a distinctive advantage.

"I didn't think I could afford quality organic products until I discovered Avril. Affordable prices without compromising on clean ingredients. A real gift for my skin and my wallet."

Anissa, 22 years old.

Moreover, Avril's minimal ecological footprint, from sober packaging to tree-planting initiatives, creates a connivance between the brand and its environmentally-conscious consumers. 87% of consumers welcome the brand's commitment to making organic products accessible to all. The emphasis on simplicity and reduced marketing costs seems to create a responsible and affordable brand image. Here is what the comes to the mind of consumers when thinking about the Avril brand:

Another of Avril's major assets is their transparency about product composition. 92% of respondents familiar with Avril expressed increased confidence in the brand because of this transparency. Consumers appreciate knowing what they're applying to their skin, and Avril's simplicity of ingredients and willingness to be transparent about where they come from engenders trust. This is an extremely positive point in an industry that often hides the list of ingredients used.

"Knowing what I'm putting on my skin is essential for me. Avril hides nothing, and that makes all the difference. Transparency on composition is an assurance of trust."

Charlotte, 27 years old.

Areas for improvement: Stories from those around me

A significant number of consumers - 38% according to my online survey - pointed to limitations in the product range and shades. Indeed, some customers regret the limited options, and extending the ranges to reflect all shades of beauty could enrich the user experience.

"I love Avril products, but I'd really like to see an extension of shades, especially in the make-up range. It would be great to be able to find the perfect shade for all skin tones."

Marie, 20 years old.

Furthermore, while the streamlined approach is appreciated, 27% of participants would like to see more whimsical packaging. The eco-friendly approach to packaging is appealing but finding the right balance between ethics and aesthetics could be an interesting challenge for Avril.

Overcoming challenges

A major challenge since the launch of the brand remains the need for a stronger presence on social networks. Amongst the people surveyed, 63% had heard of Avril by word of mouth, and only 8% were actually familiar with the brand.

With the rise of organic brands, Avril must remain proactive to maintain its market share. According to benchmarking, the brand has seen a slight decline of 4% in organic market share over the past year. This clearly shows that the initial strategy of leaving online communication to one side will not be sustainable for long. A more robust communications strategy, highlighting ecological commitments and transparency, could boost the brand's visibility.

In addition, only 25% of the people I interviewed had already bought Avril products, whereas 58% said they were interested. The main problem remains the limited accessibility of Avril products.

"I'm an Avril fan, but I'm surprised that most of my friends have never heard of the brand. A stronger presence on social networks could really propel Avril to new horizons."

Sixtine, 25.

"I've heard of the brand before, but I don't see it anywhere online or in stores. I'd love to try it, but I must admit I've never had the opportunity."

Marine, 23 years old.

Changes to consider

First and foremost, Avril needs to raise its profile by multiplying its points of distribution, and demonstrate the diversity of its products, its affordable prices and its commitment to the environment through targeted campaigns to boost brand awareness. 79% of participants in my survey indicated that awareness-raising campaigns would encourage them to buy the brand.

Avril could also invest in research and development to introduce innovative products that respond to the latest beauty trends and attract new customers. 62% of consumers consider innovation to be an important criterion when choosing their beauty products.

To put it in a nutshell, Avril finds itself at a crossroads, enlightened by the critical but loving gaze of its community. The brand has firmly established its image in the organic segment, but strategic adjustments are needed to keep pace with consumers' ever-changing expectations. Active listening, targeted innovation and effective communication could maintain the brand's positive trajectory in the French clean cosmetics market. This is not simply a journey to adjust brand strategies, but an exploration to grow together. Avril's beauty lies not only in its products, but in the community that supports it, encouraging constant evolution towards excellence.

Alexandra Gat.