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.

Les marques de dermo-cosmétique françaises soignent leur image à l’étranger

3,793 views

Published on

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.

Published in: Marketing
  • DOWNLOAD THAT BOOKS INTO AVAILABLE FORMAT (2019 Update) ......................................................................................................................... ......................................................................................................................... Download Full PDF EBOOK here { http://bit.ly/2m77EgH } ......................................................................................................................... Download Full EPUB Ebook here { http://bit.ly/2m77EgH } ......................................................................................................................... Download Full doc Ebook here { http://bit.ly/2m77EgH } ......................................................................................................................... Download PDF EBOOK here { http://bit.ly/2m77EgH } ......................................................................................................................... Download EPUB Ebook here { http://bit.ly/2m77EgH } ......................................................................................................................... Download doc Ebook here { http://bit.ly/2m77EgH } ......................................................................................................................... ......................................................................................................................... ................................................................................................................................... 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
  • DOWNLOAD THAT BOOKS INTO AVAILABLE FORMAT (2019 Update) ......................................................................................................................... ......................................................................................................................... Download Full PDF EBOOK here { https://urlzs.com/UABbn } ......................................................................................................................... Download Full EPUB Ebook here { https://urlzs.com/UABbn } ......................................................................................................................... Download Full doc Ebook here { https://urlzs.com/UABbn } ......................................................................................................................... Download PDF EBOOK here { https://urlzs.com/UABbn } ......................................................................................................................... Download EPUB Ebook here { https://urlzs.com/UABbn } ......................................................................................................................... Download doc Ebook here { https://urlzs.com/UABbn } ......................................................................................................................... ......................................................................................................................... ................................................................................................................................... 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
  • DOWNLOAD THAT BOOKS INTO AVAILABLE FORMAT (2019 Update) ......................................................................................................................... ......................................................................................................................... Download Full PDF EBOOK here { http://bit.ly/2m6jJ5M } ......................................................................................................................... Download Full EPUB Ebook here { http://bit.ly/2m6jJ5M } ......................................................................................................................... Download Full doc Ebook here { http://bit.ly/2m6jJ5M } ......................................................................................................................... Download PDF EBOOK here { http://bit.ly/2m6jJ5M } ......................................................................................................................... Download EPUB Ebook here { http://bit.ly/2m6jJ5M } ......................................................................................................................... Download doc Ebook here { http://bit.ly/2m6jJ5M } ......................................................................................................................... ......................................................................................................................... ................................................................................................................................... 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
  • DOWNLOAD THAT BOOKS INTO AVAILABLE FORMAT (2019 Update) ......................................................................................................................... ......................................................................................................................... Download Full PDF EBOOK here { http://bit.ly/2m6jJ5M } ......................................................................................................................... Download Full EPUB Ebook here { http://bit.ly/2m6jJ5M } ......................................................................................................................... Download Full doc Ebook here { http://bit.ly/2m6jJ5M } ......................................................................................................................... Download PDF EBOOK here { http://bit.ly/2m6jJ5M } ......................................................................................................................... Download EPUB Ebook here { http://bit.ly/2m6jJ5M } ......................................................................................................................... Download doc Ebook here { http://bit.ly/2m6jJ5M } ......................................................................................................................... ......................................................................................................................... ................................................................................................................................... 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
  • DOWNLOAD THAT BOOKS INTO AVAILABLE FORMAT (2019 Update) ......................................................................................................................... ......................................................................................................................... Download Full PDF EBOOK here { http://bit.ly/2m6jJ5M } ......................................................................................................................... Download Full EPUB Ebook here { http://bit.ly/2m6jJ5M } ......................................................................................................................... Download Full doc Ebook here { http://bit.ly/2m6jJ5M } ......................................................................................................................... Download PDF EBOOK here { http://bit.ly/2m6jJ5M } ......................................................................................................................... Download EPUB Ebook here { http://bit.ly/2m6jJ5M } ......................................................................................................................... Download doc Ebook here { http://bit.ly/2m6jJ5M } ......................................................................................................................... ......................................................................................................................... ................................................................................................................................... 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
  • Be the first to like this

Les marques de dermo-cosmétique françaises soignent leur image à l’étranger

  1. 1. 1 Social Media Intelligence Mars 2016 Les marques de dermo-cosmétique françaises soignent leur image à l’étranger 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. La beauté à la française, fortement valorisée dans les messages des marques L’identité française est un élément fortement valorisé par les marques de dermo-cosmétiques 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 utilisent fréquemment des références françaises (citation de Coco Chanel, visuels de Paris ou de la Parisienne) pour promouvoir ses produits. Des messages de marque crédibilisés par les gurus de la beauté 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 experts. Paris oh Paris! 🇫🇷 Wusstest Du, dass die ersten #BIODERMA Produkte bereits 1977 in#Frankreich von Jean-Noël Thorel entwickelt wurden? (…)
  2. 2. 2 Social Media Intelligence Mars 2016 L’eau micellaire de Bioderma reconnue comme un produit de référence sur son marché en est un exemple : « 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! ». 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 ». Les parapharmacies, un passage incontournable lors d’un séjour en France 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 ». « 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 ». @lrp_japan @larocheposay #larocheposay #eyecream #tolerlanultra (…) #madeinfranc 🇫🇷 #eyecare #skincare for #sensitiveskin #frenchcosmetics babeychili My 2 favorite Frenchies. I swear by the Caudalie Beauty elixir. It's expensive but I think it's worth every penny! Do I even need to reiterate how everyone loves Bioderma? Nah. #caudalie #frenchbrands #beautyelixir (…) itserikaloca This oil is everything ❤ gesucht und gefunden 😏 #nuxe #nuxeparis #frenchcosmetics #limitededition #bae #endlichmeins #love #worththemoney #hudabeauty #beauty #cosmetics #happy Alisapekic
  3. 3. 3 Social Media Intelligence Mars 2016 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. « I’m planning my french pharmacie beauty shopping the way my kid plans her Christmas (…) ». 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 (…) #paris #beauty #skincare #frenchbrands #love 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 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. L’avis d’Anne-Cécile GUILLEMOT, co-fondatrice de Dynvibe et directrice du département Etudes :

×