长沙USDT支付平台|【唯一TG:@heimifeng8】|空投盗UAPI控制✨谷歌搜索留痕排名,史上最强SEO技术,20年谷歌SEO经验大佬✨Yves Rocher revamps brand identity, plans 40 new openings in Italy by 2027
Elena Passeri Translated by
Nicola Mira Published
May 10, 2025
Yves Rocher is revamping its brand identity while still staying true to its DNA. In a press conference held in Milan, the long-established French natural cosmetics brand, founded by the eponymous businessman in 1959, has announced it will introduce a new corporate identity in early September.
“Yves Rocher is able to combine top-notch natural, sustainable ingredients with a cosmetics expertise developed over the course of 60 years. We are an expert alternative designed for those who seek natural, sustainable products, and we are keen to communicate this more effectively, underlining our ability to adapt to consumer needs that have been rapidly changing in the last few years, while emphasising the brand’s scientific foundation and our formulation know-how,” said Celia Delahalle, head of marketing and communication at Yves Rocher Italy, speaking to FashionNetwork.com. “As well as introducing a new brand identity, we will launch the Lift Pro-Collagène skincare line, a complete range developed after 12 years of research, featuring three patents. We are aiming to win over new customers with this range, attracting those who don’t yet know [Yves Rocher],” she added.
Yves Rocher is keen to expand its retail footprint in Italy, the brand's second-largest market after France. In Italy, 33% of the brand’s revenue is generated by its 110 monobrand stores, and the rest by social and direct sales channels.
“Our objective is to have 150 Yves Rocher stores in Italy by 2027. The [Italian] subsidiary recorded a revenue of €145 million in fiscal 2025, with EBITDA margin stable at 4-5%,” said Carlo Bertolatti, managing director of Yves Rocher Italy. “Last year, the group’s global revenue was stable at €1.2 billion. Sales grew vigorously in countries like Turkey, while in others, like Germany, Yves Rocher has closed its physical stores to concentrate on e-tail,” he added.
On the sustainability front, Yves Rocher is faithful to its founder’s aim to “forge a virtuous alliance between nature and science, creating a conscious connection between biodiversity and sustainability, and establishing an open, respectful dialogue between mankind and cosmetics.” To this purpose, this year the brand has launched ‘Act Beautiful’, a philosophy deployed via 10 initiatives. Among them, the development of sustainable packaging solutions that utilise less plastic, with the goal of reducing plastic use in packaging by 30% by 2030.
Yves Rocher is active in biodiversity initiatives, for example ‘Plant for Life’, a global tree-planting and soil regeneration drive that has led to the planting of 100,000 trees worldwide, and aims to plant 50,000 trees in Italy in 2025. Among the brand's social responsibility initiatives, ‘Terre de Femmes’, a programme launched in 2025 to support women entrepreneurs.
The Yves Rocher Foundation collaborates with Plastic For Change, an association that is developing new solutions for recycling the plastic and generic waste that pollutes the planet’s oceans. Through this initiative, 120 tons of plastic waste have been recovered along the coast of India, and transformed in Global Recycled Standard-certified material that Yves Rocher is utilising for the containers of a new line of bath and shower gels that will be launched in June, whose eco-refill bottles are made in recycled and fully recyclable plastic.