Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

[Etude] Les consommatrices étrangères fans de la dermo-cosmétique française

6,320 views

Published on

C’est une tendance de plus en plus forte en cosmétique : les médias sociaux permettent aux marques étrangères de séduire les consommatrices françaises qui n’hésitent plus à passer commande sur les sites e-commerce du monde entier. Mais l’inverse est aussi vrai! En effet, les consommatrices étrangères nous envient les marques françaises et particulièrement les marques de dermo-cosmétique pas toujours accessibles à l’international. Les beautistas, véritables gurus de la beauté sur les médias sociaux, vantent souvent les mérites de nos produits et influencent par là même leurs communautés. C’est ainsi que, pour beaucoup de consommatrices étrangères, un passage en parapharmacie est devenu un incontournable lors d’un séjour touristique en France !
Dynvibe, a décrypté 2500 conversations afin de comprendre comment ces marques sont parvenues à bénéficier d’une visibilité hors norme sur les médias sociaux et à devenir aussi désirables auprès d’une cible étrangère.

Published in: Marketing
  • DOWNLOAD THIS BOOKS INTO AVAILABLE FORMAT (2019 Update) ......................................................................................................................... ......................................................................................................................... Download Full PDF EBOOK here { https://soo.gd/irt2 } ......................................................................................................................... Download Full EPUB Ebook here { https://soo.gd/irt2 } ......................................................................................................................... Download Full doc Ebook here { https://soo.gd/irt2 } ......................................................................................................................... Download PDF EBOOK here { https://soo.gd/irt2 } ......................................................................................................................... Download EPUB Ebook here { https://soo.gd/irt2 } ......................................................................................................................... Download doc Ebook here { https://soo.gd/irt2 } ......................................................................................................................... ......................................................................................................................... ................................................................................................................................... eBook is an electronic version of a traditional print book THIS can be read by using a personal computer or by using an eBook reader. (An eBook reader can be a software application for use on a computer such as Microsoft's free Reader application, or a book-sized computer THIS is used solely as a reading device such as Nuvomedia's Rocket eBook.) Users can purchase an eBook on diskette or CD, but the most popular method of getting an eBook is to purchase a downloadable file of the eBook (or other reading material) from a Web site (such as Barnes and Noble) to be read from the user's computer or reading device. Generally, an eBook can be downloaded in five minutes or less ......................................................................................................................... .............. Browse by Genre Available eBooks .............................................................................................................................. Art, Biography, Business, Chick Lit, Children's, Christian, Classics, Comics, Contemporary, Cookbooks, Manga, Memoir, Music, Mystery, Non Fiction, Paranormal, Philosophy, Poetry, Psychology, Religion, Romance, Science, Science Fiction, Self Help, Suspense, Spirituality, Sports, Thriller, Travel, Young Adult, Crime, Ebooks, Fantasy, Fiction, Graphic Novels, Historical Fiction, History, Horror, Humor And Comedy, ......................................................................................................................... ......................................................................................................................... .....BEST SELLER FOR EBOOK RECOMMEND............................................................. ......................................................................................................................... Blowout: Corrupted Democracy, Rogue State Russia, and the Richest, Most Destructive Industry on Earth,-- The Ride of a Lifetime: Lessons Learned from 15 Years as CEO of the Walt Disney Company,-- Call Sign Chaos: Learning to Lead,-- StrengthsFinder 2.0,-- Stillness Is the Key,-- She Said: Breaking the Sexual Harassment Story THIS Helped Ignite a Movement,-- Atomic Habits: An Easy & Proven Way to Build Good Habits & Break Bad Ones,-- Everything Is Figureoutable,-- What It Takes: Lessons in the Pursuit of Excellence,-- Rich Dad Poor Dad: What the Rich Teach Their Kids About Money THIS the Poor and Middle Class Do Not!,-- The Total Money Makeover: Classic Edition: A Proven Plan for Financial Fitness,-- Shut Up and Listen!: Hard Business Truths THIS Will Help You Succeed, ......................................................................................................................... .........................................................................................................................
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here
  • DOWNLOAD THIS BOOKS INTO AVAILABLE FORMAT (2019 Update) ......................................................................................................................... ......................................................................................................................... Download Full PDF EBOOK here { https://soo.gd/irt2 } ......................................................................................................................... Download Full EPUB Ebook here { https://soo.gd/irt2 } ......................................................................................................................... Download Full doc Ebook here { https://soo.gd/irt2 } ......................................................................................................................... Download PDF EBOOK here { https://soo.gd/irt2 } ......................................................................................................................... Download EPUB Ebook here { https://soo.gd/irt2 } ......................................................................................................................... Download doc Ebook here { https://soo.gd/irt2 } ......................................................................................................................... ......................................................................................................................... ................................................................................................................................... eBook is an electronic version of a traditional print book THIS can be read by using a personal computer or by using an eBook reader. (An eBook reader can be a software application for use on a computer such as Microsoft's free Reader application, or a book-sized computer THIS is used solely as a reading device such as Nuvomedia's Rocket eBook.) Users can purchase an eBook on diskette or CD, but the most popular method of getting an eBook is to purchase a downloadable file of the eBook (or other reading material) from a Web site (such as Barnes and Noble) to be read from the user's computer or reading device. Generally, an eBook can be downloaded in five minutes or less ......................................................................................................................... .............. Browse by Genre Available eBooks .............................................................................................................................. Art, Biography, Business, Chick Lit, Children's, Christian, Classics, Comics, Contemporary, Cookbooks, Manga, Memoir, Music, Mystery, Non Fiction, Paranormal, Philosophy, Poetry, Psychology, Religion, Romance, Science, Science Fiction, Self Help, Suspense, Spirituality, Sports, Thriller, Travel, Young Adult, Crime, Ebooks, Fantasy, Fiction, Graphic Novels, Historical Fiction, History, Horror, Humor And Comedy, ......................................................................................................................... ......................................................................................................................... .....BEST SELLER FOR EBOOK RECOMMEND............................................................. ......................................................................................................................... Blowout: Corrupted Democracy, Rogue State Russia, and the Richest, Most Destructive Industry on Earth,-- The Ride of a Lifetime: Lessons Learned from 15 Years as CEO of the Walt Disney Company,-- Call Sign Chaos: Learning to Lead,-- StrengthsFinder 2.0,-- Stillness Is the Key,-- She Said: Breaking the Sexual Harassment Story THIS Helped Ignite a Movement,-- Atomic Habits: An Easy & Proven Way to Build Good Habits & Break Bad Ones,-- Everything Is Figureoutable,-- What It Takes: Lessons in the Pursuit of Excellence,-- Rich Dad Poor Dad: What the Rich Teach Their Kids About Money THIS the Poor and Middle Class Do Not!,-- The Total Money Makeover: Classic Edition: A Proven Plan for Financial Fitness,-- Shut Up and Listen!: Hard Business Truths THIS Will Help You Succeed, ......................................................................................................................... .........................................................................................................................
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here
  • DOWNLOAD THIS BOOKS INTO AVAILABLE FORMAT (2019 Update) ......................................................................................................................... ......................................................................................................................... Download Full PDF EBOOK here { https://soo.gd/irt2 } ......................................................................................................................... Download Full EPUB Ebook here { https://soo.gd/irt2 } ......................................................................................................................... Download Full doc Ebook here { https://soo.gd/irt2 } ......................................................................................................................... Download PDF EBOOK here { https://soo.gd/irt2 } ......................................................................................................................... Download EPUB Ebook here { https://soo.gd/irt2 } ......................................................................................................................... Download doc Ebook here { https://soo.gd/irt2 } ......................................................................................................................... ......................................................................................................................... ................................................................................................................................... eBook is an electronic version of a traditional print book THIS can be read by using a personal computer or by using an eBook reader. (An eBook reader can be a software application for use on a computer such as Microsoft's free Reader application, or a book-sized computer THIS is used solely as a reading device such as Nuvomedia's Rocket eBook.) Users can purchase an eBook on diskette or CD, but the most popular method of getting an eBook is to purchase a downloadable file of the eBook (or other reading material) from a Web site (such as Barnes and Noble) to be read from the user's computer or reading device. Generally, an eBook can be downloaded in five minutes or less ......................................................................................................................... .............. Browse by Genre Available eBooks .............................................................................................................................. Art, Biography, Business, Chick Lit, Children's, Christian, Classics, Comics, Contemporary, Cookbooks, Manga, Memoir, Music, Mystery, Non Fiction, Paranormal, Philosophy, Poetry, Psychology, Religion, Romance, Science, Science Fiction, Self Help, Suspense, Spirituality, Sports, Thriller, Travel, Young Adult, Crime, Ebooks, Fantasy, Fiction, Graphic Novels, Historical Fiction, History, Horror, Humor And Comedy, ......................................................................................................................... ......................................................................................................................... .....BEST SELLER FOR EBOOK RECOMMEND............................................................. ......................................................................................................................... Blowout: Corrupted Democracy, Rogue State Russia, and the Richest, Most Destructive Industry on Earth,-- The Ride of a Lifetime: Lessons Learned from 15 Years as CEO of the Walt Disney Company,-- Call Sign Chaos: Learning to Lead,-- StrengthsFinder 2.0,-- Stillness Is the Key,-- She Said: Breaking the Sexual Harassment Story THIS Helped Ignite a Movement,-- Atomic Habits: An Easy & Proven Way to Build Good Habits & Break Bad Ones,-- Everything Is Figureoutable,-- What It Takes: Lessons in the Pursuit of Excellence,-- Rich Dad Poor Dad: What the Rich Teach Their Kids About Money THIS the Poor and Middle Class Do Not!,-- The Total Money Makeover: Classic Edition: A Proven Plan for Financial Fitness,-- Shut Up and Listen!: Hard Business Truths THIS Will Help You Succeed, ......................................................................................................................... .........................................................................................................................
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here
  • DOWNLOAD THIS BOOKS INTO AVAILABLE FORMAT (2019 Update) ......................................................................................................................... ......................................................................................................................... Download Full PDF EBOOK here { https://soo.gd/irt2 } ......................................................................................................................... Download Full EPUB Ebook here { https://soo.gd/irt2 } ......................................................................................................................... Download Full doc Ebook here { https://soo.gd/irt2 } ......................................................................................................................... Download PDF EBOOK here { https://soo.gd/irt2 } ......................................................................................................................... Download EPUB Ebook here { https://soo.gd/irt2 } ......................................................................................................................... Download doc Ebook here { https://soo.gd/irt2 } ......................................................................................................................... ......................................................................................................................... ................................................................................................................................... eBook is an electronic version of a traditional print book THIS can be read by using a personal computer or by using an eBook reader. (An eBook reader can be a software application for use on a computer such as Microsoft's free Reader application, or a book-sized computer THIS is used solely as a reading device such as Nuvomedia's Rocket eBook.) Users can purchase an eBook on diskette or CD, but the most popular method of getting an eBook is to purchase a downloadable file of the eBook (or other reading material) from a Web site (such as Barnes and Noble) to be read from the user's computer or reading device. Generally, an eBook can be downloaded in five minutes or less ......................................................................................................................... .............. Browse by Genre Available eBooks .............................................................................................................................. Art, Biography, Business, Chick Lit, Children's, Christian, Classics, Comics, Contemporary, Cookbooks, Manga, Memoir, Music, Mystery, Non Fiction, Paranormal, Philosophy, Poetry, Psychology, Religion, Romance, Science, Science Fiction, Self Help, Suspense, Spirituality, Sports, Thriller, Travel, Young Adult, Crime, Ebooks, Fantasy, Fiction, Graphic Novels, Historical Fiction, History, Horror, Humor And Comedy, ......................................................................................................................... ......................................................................................................................... .....BEST SELLER FOR EBOOK RECOMMEND............................................................. ......................................................................................................................... Blowout: Corrupted Democracy, Rogue State Russia, and the Richest, Most Destructive Industry on Earth,-- The Ride of a Lifetime: Lessons Learned from 15 Years as CEO of the Walt Disney Company,-- Call Sign Chaos: Learning to Lead,-- StrengthsFinder 2.0,-- Stillness Is the Key,-- She Said: Breaking the Sexual Harassment Story THIS Helped Ignite a Movement,-- Atomic Habits: An Easy & Proven Way to Build Good Habits & Break Bad Ones,-- Everything Is Figureoutable,-- What It Takes: Lessons in the Pursuit of Excellence,-- Rich Dad Poor Dad: What the Rich Teach Their Kids About Money THIS the Poor and Middle Class Do Not!,-- The Total Money Makeover: Classic Edition: A Proven Plan for Financial Fitness,-- Shut Up and Listen!: Hard Business Truths THIS Will Help You Succeed, ......................................................................................................................... .........................................................................................................................
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here
  • DOWNLOAD THAT BOOKS INTO AVAILABLE FORMAT (2019 Update) ......................................................................................................................... ......................................................................................................................... Download Full PDF EBOOK here { http://shorturl.at/mzUV6 } ......................................................................................................................... Download Full EPUB Ebook here { http://shorturl.at/mzUV6 } ......................................................................................................................... Download Full doc Ebook here { http://shorturl.at/mzUV6 } ......................................................................................................................... Download PDF EBOOK here { http://shorturl.at/mzUV6 } ......................................................................................................................... Download EPUB Ebook here { http://shorturl.at/mzUV6 } ......................................................................................................................... Download doc Ebook here { http://shorturl.at/mzUV6 } ......................................................................................................................... ......................................................................................................................... ................................................................................................................................... eBook is an electronic version of a traditional print book that can be read by using a personal computer or by using an eBook reader. (An eBook reader can be a software application for use on a computer such as Microsoft's free Reader application, or a book-sized computer that is used solely as a reading device such as Nuvomedia's Rocket eBook.) Users can purchase an eBook on diskette or CD, but the most popular method of getting an eBook is to purchase a downloadable file of the eBook (or other reading material) from a Web site (such as Barnes and Noble) to be read from the user's computer or reading device. Generally, an eBook can be downloaded in five minutes or less ......................................................................................................................... .............. Browse by Genre Available eBooks .............................................................................................................................. Art, Biography, Business, Chick Lit, Children's, Christian, Classics, Comics, Contemporary, Cookbooks, Manga, Memoir, Music, Mystery, Non Fiction, Paranormal, Philosophy, Poetry, Psychology, Religion, Romance, Science, Science Fiction, Self Help, Suspense, Spirituality, Sports, Thriller, Travel, Young Adult, Crime, Ebooks, Fantasy, Fiction, Graphic Novels, Historical Fiction, History, Horror, Humor And Comedy, ......................................................................................................................... ......................................................................................................................... .....BEST SELLER FOR EBOOK RECOMMEND............................................................. ......................................................................................................................... Blowout: Corrupted Democracy, Rogue State Russia, and the Richest, Most Destructive Industry on Earth,-- The Ride of a Lifetime: Lessons Learned from 15 Years as CEO of the Walt Disney Company,-- Call Sign Chaos: Learning to Lead,-- StrengthsFinder 2.0,-- Stillness Is the Key,-- She Said: Breaking the Sexual Harassment Story That Helped Ignite a Movement,-- Atomic Habits: An Easy & Proven Way to Build Good Habits & Break Bad Ones,-- Everything Is Figureoutable,-- What It Takes: Lessons in the Pursuit of Excellence,-- Rich Dad Poor Dad: What the Rich Teach Their Kids About Money That the Poor and Middle Class Do Not!,-- The Total Money Makeover: Classic Edition: A Proven Plan for Financial Fitness,-- Shut Up and Listen!: Hard Business Truths that Will Help You Succeed, ......................................................................................................................... .........................................................................................................................
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here

[Etude] Les consommatrices étrangères fans de la dermo-cosmétique française

  1. 1. Les consommatrices étrangères fans de la dermo-cosmétique française Veille social media - 2016 contact@dynvibe.com 05 56 46 16 14
  2. 2. l Etude de cas Web listening – Dermo-cosmétique Sur les réseaux sociaux, les consommateurs étrangers sont nombreux à mentionner l’identité et la provenance des produits français qu’ils utilisent dans leur quotidien ou qu’ils désirent acquérir. Or parmi l’ensemble de ces produits, on observe un nombre croissant de posts relatifs aux marques et laboratoires de dermo-cosmétique français. Dynvibe, spécialiste de la veille sur les médias sociaux, a analysé 2500 conversations afin de comprendre comment ces marques sont parvenues à valoriser « la beauté à la Française » auprès d’une cible étrangère. 01Introduction @creaoneill@paradoxiqueee @twocatsinjapan
  3. 3. l Etude de cas Web listening – Dermo-cosmétique 02L’identité française valorisée par les marques 3 MORE DAYS Don’t forget to follow the story of Elise Loves your skin Bioderma Lovers! #BIODERMABeauty Paris oh Paris! 🇫🇷 Wusstest Du, dass die ersten #BIODERMA Produkte bereits 1977 in #Frankreich von Jean-Noël Thorel entwickelt wurden? One of our most popular products in France, Serozinc, has been brought to the US @Bioderma_ID @Bioderma_ID @bioderma_de @LaRochePosayUSA L’identité française est un élément fortement valorisé par les marques de dermo-cosmétique dans leurs stratégies de communication auprès d’une cible étrangère. Les messages délivrés au travers de leurs communications digitales notamment, intègrent très souvent des références à la France, à la beauté à la française et au patrimoine français. C’est par exemple le cas de La Roche Posay USA via ses comptes Twitter et Instagram qui fait régulièrement mention des origines françaises de la marque : “Happy #NationalBookLoversDay! Enjoy your favorite French novel with your favorite french brand - La Roche Posay. “ Mais aussi de Bioderma en Indonésie ou en Allemagne qui utilise fréquemment ces références (citation de Coco Chanel, visuels de Paris ou de la Parisienne) pour promouvoir ses produits.
  4. 4. l Etude de cas Web listening – Dermo-cosmétique 03Des messages crédibilisés par les beautistas Mais c’est lorsque les gurus de la beauté sur les médias sociaux valorisent les produits français que les messages de marques deviennent réellement crédibles. Au-delà de l’image, les caractères innovants et performants des produits de dermo-cosmétique français représentent les premiers facteurs d’attractivité et de satisfaction de ces expertes. L’eau micellaire de Bioderma reconnue comme un produit de référence sur son marché en est un exemple : « I couldn't live without my Bioderma Micellar or my red wine - I agree French skin care is the one! ». Par ailleurs, les caractéristiques des produits, comme la provenance (« made in France »), leur composition (eau thermale, ingrédients naturels …) ou l’absence de tests sur les animaux sont des arguments qui trouvent un écho particulier chez les consommatrices du monde entier : « La Roche Posay a well respecter #skin #care companies in the world and has its roots in a small french village ». Micellar water is what the french call magnifique Micellar water has changed my life. Seriously. The French know what they are doing. Going back to where it all started with Bioderma, the French Brand that inventer micellar water… I couldn't live without my Bioderma Micellar or my red wine - I agree French skin care is the one! . Micellar water is a great makeup remover in lieu of oil cleansing, and I really enjoy the Bioderma Sebium water (blue/green packaging!) ABSOLUTELY LOVE @escentual 1/3 off French pharmacy may have just ordered 3 bottles of bioderma micellar water 🙈 #beauty #bbloggers
  5. 5. l Etude de cas Web listening – Dermo-cosmétique I never thought of myself as a skin care junkie, my obsession started innocently enough. Bioderma’s micellar water has been gaining popularity in Australia and I was curious as to how a clear liquid in a bottle could be making such fuss. Naturally I turned to the internet and some of my favourite YouTube beauty gurus (shout out to Fleur de Force, Amelia Liana and Lisa Eldridge) not only sang the praises of micellar water, but also a range of other French skincare products. I’m planning my french pharmacie beauty shopping the way my kid plans her Christmas. 04Un passage incontournable en parapharmacie Appuyées par les influenceurs de la beauté à l’international, ces marques deviennent alors extrêmement désirables et l’acquisition de ces produits est perçue par les consommatrices étrangères comme un véritable « graal ». Le phénomène est tel qu’elles passent du temps à identifier les produits qu’elles vont pouvoir ramener de leur futur séjour en France et ajoutent ensuite à leurs plannings de visites un passage dans une parapharmacie.
  6. 6. 05Une visibilité qui profite à toutes les marques Une fois leur shopping beauté fait, elles présentent avec fierté leurs achats sur leurs blogs, leurs comptes Twitter, Instagram ou YouTube, générant ainsi une exposition hors norme pour les marques auprès d’une cible internationale. « I went to a French Pharmacie and I bought all the Nuxe the La Roche Posay » « Basically just cleared out an entire french pharmacie ». Cette visibilité de nombreuses marques françaises telles que Bioderma, La Roche Posay, Nuxe ou Caudalie sur les médias sociaux, crée dans son ensemble une excellente image pour « le soin à la Française » et bénéficient naturellement à l’ensemble des marques du marché : «(…)Ahh the French, so great at skincare ». My day trip to #Paris got some great pharmacy brands for my kit and personal use @joyceconnormua Of course it isn't a trip to France without picking up some amazing pharmacy goodies! All the items came to the equivalent of £34 and 10 free samples!! #France #Frenchpharmacy @ Emily_hicks92 So I came across a French pharmacy and I think I got a little carried away 🙊 #LaRochePosay #nuxe #bioderma Nothing like shopping at the ever-crazy overwhelming City Pharma in Paris ! The @Biodermafrance micellar water was SO inexpensive ! I thought of you the wole time I was there (…) @sethcmua I hope this is what heaven is made of #bblogers #skincare #French (…) @KiranKGhuman @Caoticaclaudia l Etude de cas Web listening – Dermo-cosmétique
  7. 7. l Etude de cas Web listening – Dermo-cosmétique Ce cas d’étude autour des dermo-cosmétiques français nous apprend plusieurs choses :  D’une part que l’expertise et le savoir-faire Français à l’international ne bénéficient pas uniquement au luxe mais peuvent aussi concerner des marques plus spécialistes,  D’autre part que le buzz autour d’un produit n’est pas uniquement déclenché par la marque mais que la caution des experts sur les médias sociaux est primordiale pour le crédibiliser auprès d’une cible large  Enfin, que l’écoute des médias sociaux apporte des données stratégiques. La veille digitale internationale permet en effet d’identifier très rapidement de nouveaux comportements et de nouvelles tendances de consommation dont les marques doivent prendre conscience pour être là où les consommateurs les attendent . Anne-Cécile GUILLEMOT Co-fondatrice de Dynvibe et directrice du département Etudes 06Avis d’expert l Etude de cas Web listening – Dermo-cosmétique
  8. 8. contact@dynvibe.com l +33 (5) 56 46 16 14 Dynvibe Sphère : un tableau de bord intuitif et puissant pour écouter, observer, suivre et analyser la sphère sociale Dynvibe Pages : un outil de mesure des pages Facebook pour suivre ses performances et les comparer avec celles de ses concurrents. Dynvibe compte de nombreux clients internationaux comme L’Oréal, PUIG (Paco Rabanne, Nina Ricci, etc), Zara, Dior, Ipsos, La Redoute, Walt Disney, etc. Crée en 2009 par Anne-Cécile et Nicolas Guillemot, Dynvibe compte parmi les pionniers et les leaders de la veille stratégique sur les médias sociaux. A la pointe de l’innovation, la société produit et délivre, via sa cellule d’analyse stratégique, des études consommateurs poussées à partir des données disponibles sur la sphère sociale. Dynvibe recueille et analyse ces informations grâce à deux plateformes simples et complémentaires, mises à la disposition de ses clients : A propos

×