The document summarizes Renata Mokrova's master's thesis on differences between the Vichy skincare brand's image and identity in Russian and French markets. The thesis involved qualitative interviews with Vichy representatives to understand brand identity, and surveys of 200 consumers in each country. Key findings included larger gaps between brand image and identity in Russia versus France, especially regarding attributes, benefits, and personality. Consumers in both countries most closely associated the brand with reliability, but perceptions of other traits like intelligence differed between the countries.

1. MASTER THESIS
Accomplished by:
Renata MOKROVA
Supervised by:
Boris DURISIN
Differences between
Vichy Brand Image & Vichy Brand Identity
in Russian and in French Markets

2. The Framework
Relevance of the topic chosen
• Increasing importance of brand management
• Mismatch between company’s and consumers’ perception of the brand
• Room for research in active cosmetics/cross-country analysis
• Mismatch of the Vichy brand identity and brand image in Russia
• Vichy brand identity recent renewal
Object: Vichy brand (L’Oréal Groupe)
Subject: Gap between brand image and brand identity
Research Question
What are the differences in the gap between Vichy brand image and
Vichy brand identity in Russian and French markets?
Paris,
2014

3. 1. Theoretical background
1. Defining the notions
Broad definition: The core brand sense in its perfect state, like the
company wants it to be (Aaker, Bivainiene, Domnin)
Narrow definition: The set of brand characteristics that allow for brand
identification and differentiation by maintaining its core (Kapferer)
• to identify the brand
• to differentiate the brand
Key findings
BRAND IDENTITY
BRAND IMAGE
The perception of the brand by consumers, constructed from unique set of associations,
created in the memory of consumers in the process of the communication with the brand
(Aaker, Keller, Janonis and Virvilaite).
Types of associations:
1. ATTRIBUTES
2. BENEFITS
3. PERSONALITY
• Non-product related
• Product-related
• Functional
• Experiential
• Symbolic
Source: [Keller, 2005; Korchia, 2005]
• Brand character
• Personal traits
Paris,
2014

4. 1. Theoretical background
Key findings
2. Brand Wheel structural model, Bates Worldwide
Brand
essence
Personality
Values
Benefits
A9ributes
Physical
characteris<cs
(color,
package,
aroma)
In
comparison
to
other
brands
Principles,
guidelines,
key
pillars
Human
traits,
characteris<cs
Key
idea,
core
Source: [Domnin, 2009; Starov, 2008]
Paris,
2014

5. 1. Theoretical background
Key findings
3. Brand identity communication process
6 obstacles for BR ID
communication
Sender
Company
Source:
[Doyle,
2001;
Starov,
2010]
Mean of communication Receiver
Consumer
Brand
iden)ty
Brand
image
Reac<on
Other
signals
Coding
Decoding
Feedback
Message
• Other factors
• External brand-related signals
• Inappropriate communication
channel
• Competitors’ activities
• Inappropriate BR ID
• Inefficient messages
Paris,
2014

6. 2. Research Methodology
1.
Qualita<ve
research:
STAGE
In-­‐depth
interview
with
a
Vichy
representa<ve
Vichy
brand
iden<ty
2.
Quan<ta<ve
research:
Survey,
200
consumers
(poten<al/previous/
current)
• 100
in
Russia
• 100
in
France
RESULT
Vichy
brand
image-­‐id
gap
• in
Russia
• in
France
Cross-­‐country
comparison
of
the
brand
image-­‐id
gap
Goal:
reveal
the
differences
in
the
brand
iden<ty-­‐image
gap
between
Russian
and
French
markets
Research
Ques)ons:
1. How
Vichy
brand
iden<ty
is
defined?
2. Are
new
Vichy
logos
(both
visual
and
textual)
are
known
and
being
recognized
by
consumers
and
can
be
considered
as
strong
brand
a9ributes?
3. Do
consumers
perceive
the
emo<onal
and
func<onal
benefits
stated
in
brand
iden<ty
model
as
the
ones
offered
by
Vichy
brand?
4. If
Vichy
would
be
a
person,
would
have
consumers
described
it
with
exactly
the
same
traits
as
stated
in
the
brand
iden<ty
model?
How
strong
the
stated
traits
are
recognized
in
Vichy
by
consumers?
5. Could
consumers
recognize
indirectly
the
values
and
the
essence
of
Vichy
brand
specified
in
its
iden<ty
model?
6. How
similar
is
Vichy
brand
image
in
general
from
the
point
of
view
of
Russian
and
French
consumers
to
its
compe<tors?
7. How
different
is
the
nature
of
the
iden<ty-­‐image
gap
in
Russia
and
in
France?
8. What
are
the
differences
in
consumer
behavior
in
ac<ve
cosme<cs
category
between
Russia
and
France?
Paris,
2014

7. 2. Research Methodology
Qualitative research
HOW
• In-depth interview using the interview guideline, based on the
structure of Brand Wheel model
• 1h, language: Russian, recorded
WHO
• Vichy brand-manager, responsible for the sub-brands: Normaderm,
Vichy Homme, axe deodorants and recent general brand campaign
WHEN/WHERE
• 19th of April, 2014
• Anti-Café, 10 rue de Richelieu, Paris
RESULT
• Vichy brand identity wheel
• Hypotheses for the qualitative stage
Paris,
2014

8. Questionnaire design
2. Research Methodology
Qualitative research
• 20 questions, multi-choice / scaled questions
• 6 parts:
1. Consumer behavior and involvement in the category
2. Vichy attributes (logos and images): recognition with/without a hint
3. Vichy benefits (emotional and functional): Likert scale
4. Vichy personality: chose 3 traits and assess the intensity of given traits for Vichy
5. Vichy values & essence: implicit, defined through association with the image
6. Socio-demographic
• Created in English, translated into Russian and French, checked with a bilingual
• It was based on the existing study on brand identity/image gap (Janonis, Dovalienė, Virvilaitė, 2007)
Sampling
• Sample size: 200, scope: France and Russia
• Intentionally non-representative: Vichy target audience as defined by Vichy brand-manager
• Convenience and judgmental sampling methods
• On-line distribution of the survey: acquaintances, woman forums, direct messages to brand pages
followers in social networks
• To motivate respondents: there was a chance to get Vichy product for free (6 products were allocated)
Methods of data analysis
• SPSS package
• Vichy brand wheel in each country: Central tendency measures analysis
• Cross-country comparison: hypotheses testing
• Parametric test: Student t-test / Non-parametric: Mann-Whitney U test for 2 independent samples
• Chi-Square test for nominal variables (measure of association)
Paris,
2014

9. H0:
The
country
of
the
residence
and
the
level
of
recogni<on
of
visual
Vichy
logo
are
sta<s<cally
independent.
H0:
The
country
of
the
residence
and
the
level
of
recogni<on
of
textual
Vichy
logo
are
sta<s<cally
independent.
H0:
The
country
of
the
residence
and
the
level
of
recogni<on
of
Vichy
visuals
are
sta<s<cally
independent.
H0:
There
is
no
difference
in
the
percep<on
of
emo<onal
benefits
of
Vichy
brand
between
Russia
and
France
H0a:
There
is
no
difference
in
the
percep<on
of
‘feeling
more
confident
as
emo<onal
benefit
of
Vichy
brand
between
Russia
and
France
H0b:
There
is
no
difference
in
the
percep<on
of
‘feeling
more
charisma<c’
as
emo<onal
benefit
of
Vichy
brand
between
Russia
and
France
H0c:
There
is
no
difference
in
the
percep<on
of
‘feeling
that
skin
becomes
flawless’
as
emo<onal
benefit
of
Vichy
brand
between
Russia
and
France
H0d:
There
is
no
difference
in
the
percep<on
of
‘feeling
of
keeping
everything
under
control’
as
emo<onal
benefit
of
Vichy
brand
between
Russia
and
France
H0:
There
is
no
difference
in
the
percep<on
of
func<onal
benefits
of
Vichy
brand
between
Russia
and
France
H0a:
There
is
no
difference
in
the
percep<on
of
‘efficacy’
as
the
func<onal
benefit
of
Vichy
brand
between
Russia
and
France
H0b:
There
is
no
difference
in
the
percep<on
of
‘safety’
as
the
func<onal
benefit
of
Vichy
brand
between
Russia
and
France
H0c:
There
is
no
difference
in
the
percep<on
of
‘textures’
as
the
func<onal
benefit
of
Vichy
brand
between
Russia
and
France
H0d:
There
is
no
difference
in
the
percep<on
of
‘deep
ac<on’
as
the
func<onal
benefit
of
Vichy
brand
between
Russia
and
France
H0:
There
is
no
difference
in
percep<on
of
Vichy
brand
personality
between
Russia
and
France.
H0a:
There
is
no
difference
in
percep<on
of
Vichy
brand
as
reliable
brand
between
Russia
and
France.
H0b:
There
is
no
difference
in
percep<on
of
Vichy
brand
as
stylish
brand
between
Russia
and
France.
H0c:
There
is
no
difference
in
percep<on
of
Vichy
brand
as
intelligent
brand
between
Russia
and
France.
H0:
The
country
of
residence
and
the
level
of
recogni<on
of
Vichy
essence
and
values
are
sta<s<cally
independent.
A9ributes
Emot.
Benefits
Func.
Benefits
Personality
Essence
2. Research Methodology
Qualitative research: Br Id Hypotheses

10. 3. Empirical context
Vichy brand:
• France in 1931, owned by L’Oréal Groupe (since 1955)
• Cosmetique Active department of L’Oréal + La-Roche Posay, Sanoflore, Roget &
Gallet and Skin Ceuticals
• Distribution channel: pharmacies
• Expert’s advice (pharmacist) and complete skin care routine
• 15 sub-brands. Communication by sub-brand.
• Renewal of identity: from ‘Health is beautiful’ to ‘You ideal skin’
Russia
France
1.6 bln EUR (2012)
Expected CAGR (5y): 5%
Skin care
Market*
3 bln EUR (2012)
Expected CAGR (5y): 1%
Active cosmetics: Avéne, Bioderma,
Uriage, LRP
(Mass market:Kalina, Avon, Oriflame, L’Oréal)
Competition
*Source: Euromonitor Internation report, 2013
Active cosmetics: Avéne, Nuxe, LRP
(Mass market: Biersdorf, Yves Rocher, L’Oréal)
N1 in active cosmetics, 3.5% MS
The only from AC in TOP-10 SC
LRP: 0.6%
Vichy
performance
N3 in active cosmetics, 2.5% MS
LRP: 4.7%
Retail design&experience in POS on the
initial stage/
Income growth, less educated
Retail channel/
Consumers
More developed, less concentrated.
Parashops/
More knowledgeable, sophisticated

11. 4. Results
1. Vichy Brand IdentityYOUR IDEAL SKIN
Reliable, stylish/sophisticated,
intelligent
Skinlife science
Safety
Origins: Vichy thermal water
Pleasure
Efficacy
Safety
Textures
Deep action
Feel self-confident
Feel charismatic
Flawless skin
Feel on the top of
things (in control)
Brand
essence
Paris,
2014

12. R: 62%, S: 45%, I: 45%
3% negative traits
Unprof: 3% previous users
Outdated: 3% never/3% previous users
Current users: ‘friendly’ instead ‘intelligent’
Users score higher the presence of traits
84% recognized
Least gap never-users (93%),
largest: previous users (77%)
FUNC average: 4.9/7; #1: Safety
In general scores are lower for never-users
EMO average: 3.5/7; #1: Flawless skin
For current users: #1: Confidence
Visual logo: 65%,
max recognition: current users (83%)
Textual: 66%; Confusion with old logo 20%
max recognition: never users (71%)
Visuals: 37%, confusion with LRP
min confusion: current users
YOUR
IDEAL
SKIN
4. Results
2. Vichy Brand Id-Image gap, Russia
• Largest
gap
in:
A9ributes
(Visuals)
and
benefits
(Emo<onal).
Total
match:
values
and
personality.
• Current
users
have
Vichy
brand
image
closest
to
the
iden<ty.
Never
users
tend
to
have
closer
image
to
iden<ty,
since
they
have
their
impression
created
only
by
communica<ons,
without
using
the
product.
• The
highest
perceived
similarity
of
Vichy
is
with
LRP
(4.7/7),
the
lowest
is
with
Nivea
(2.1/7).
15%
didn’t
know
LRP
Paris,
2014

13. YOUR
IDEAL
SKIN
4. Results
3. Vichy Brand Id-Image gap, France
R: 65%, S: 51%, I: 20%, Organized: 47%
R: lowest for never-users (44%)
Unprof.: 4% never/ 2% previous users
Outdated: 4% never / 3% previous users
The highest scores for reliable & elegant:
current users; for intelligent: prev.users
83% recognized
Least gap with previous users
(95%), largest: never users
(72%)
FUNC aver.4.7/7; #1: Textures
Current users: highest scores
Never users: lowest scores
Never-users ranking – total match
Users: textures 1st
EMO aver.3.2/7; #1: Flawless skin
Visual logo: 45%, textual: 60%
Confusion with previous: 29%
Visuals: 38%, confusion with Nivea
Highest recogn. Level: current users
• Largest
gap:
a9ributes,
benefits,
personality
(‘intelligent’
trait
is
not
associated).
Match:
values,
2
personality
traits
• Current
users
perceive
a9ributes
and
benefits
be9er
than
non-­‐users
and
previous
users.
• The
highest
perceived
similarity
is
with
LRP
(4.5),
the
lowest
with
Nivea
(2.4).
5%
didn’t
know
LRP.
• Overall
similarity
of
Vichy
with
LRP
is
lower
in
France
than
in
RUS,
and
with
Nivea
is
higher
than
in
RUS
Paris,
2014

14. 4. Results
4. Differences between Russia and France
Consumer behavior
1. Regularity of cosmetic products usage
2. Love looking soigné
3. Level of care how the skin looks like
4. Interest in the category
5. $ spent on purchase
Parametric
test
Non-­‐parametric
test
Overall similarities
.00
.00
.02
.27
.24
.00
.00
.00
.17
.02
H0
H0
• In
Russia
consumers
use
cosme<c
products
more
regularly
than
in
France
• In
Russia
consumers
care
more
about
how
they
and
their
skin
look
like
than
in
France
• In
France
consumers
spend
more
on
cosme<c
products
than
in
Russia:
EUR39
vs
EUR46.
*The
difference
is
significant
only
when
non-­‐parametric
test
is
applied.
1. L’Oréal Paris
2. Nivea
3. La Roche-Posay
Parametric
test
Non-­‐parametric
test
.25
.34
.79
.14
.00
.48
H0
H0
• In
France
Nivea
is
perceived
much
more
similar
to
Vichy
in
comparison
with
Russia
if
non-­‐parametric
test
is
applied.

15. 4. Results
Attributes
1. Visual logo
2. Textual logo
3. Visuals
Chi-­‐Square
.00
.21
.01
.00
.21
.01
H0
Phi
Cramer’s
V
H0
Benefits
1. Emotional all
2. Feeling confident
3. Feeling charismatic
4. Feeling of flawless skin
5. Feeling of control
6. Functional all
7. Efficacy
8. Safety
9. Textures
10. Deep action
Parametric
test
.05
.00
.28
.58
.79
.28
.24
.01
.19
.65
H0
Non-­‐parametric
test
H0
4. Differences between Russia and France
.08
.00
.54
.95
.07
.10
.18
.00
.06
.08
Paris,
2014

16. 4. Results
4. Differences between Russia and France
Personality
1. Personality all 3
2. Reliable
3. Stylish
4. Intelligent
* In FR: no ‘intelligent’ trait
Parametric
test
.00
.00
.06
.00
.00
.00
.01
.00
H0
H0
Values
1. Flower image
.10
Non-­‐parametric
test
Chi-­‐Square
H0
Phi
Cramer’s
V
H0
.10
Paris,
2014

17. Conclusion
In RUS Vichy image is closer to Vichy identity than in FR.
Current users have Vichy image closer to Vichy identity.
The differences between countries are observed in Attributes, Benefits and Personality:
• Textual logo: stronger association in Russia
• Visual logo: in Russia confused with LRP, in France with Nivea
• Confidence as emotional benefit: stronger in Russia
• Safety as functional benefit: stronger in Russia
• Brand personality is perceived closer to the original one in Russia
• Vichy is seen as reliable more in Russia than in France
• Vichy is seen as stylish in Russia rather than in France (if non-parametric test is applied)
• In France Vichy brand is not seen as intelligent as it compared to Russia

18. MARKETING IMPLICATIONS
• In both countries attributes are recognized poorly: revise key messages and statements
• In both countries benefits are not highly associated with the brand (esp. emotional)
• Invest in general brand support: attributes are recognized on the aver/below aver level
• In Russia Vichy is confused with LRP: create marketing activities aimed to stress the
difference with LRP.
• In France Vichy is perceived being similar to Nivea: highlight the medical expertise of
Vichy, position itself within the right category (active cosmetics and not mass market)
LIMITATIONS
• Lack of representativeness due to the sampling method
• Different samples structure
• Biggest cities mostly
• Research not on the image, but on the perception of given characteristics
Paris,
2014

19. THANK
YOU
FOR
YOUR
ATTENTION

20. Back-­‐up

21. Structure
of
the
paper
Introduc)on
ROLE
OF
BRAND
IDENTITY
IN
THE
BRAND
MANAGEMENT
PROCESS
7
§1.
BRAND
IDENTITY
AS
THE
CORE
OF
BRAND
§2.
BRAND
IDENTITY
COMMUNICATION
PROCESS
§3.
INTERRELATION
OF
BRAND
IMAGE
AND
BRAND
IDENTITY
THEORETICAL
BACKGROUND:
KEY
FINDINGS
EMPIRICAL
CONTEXT
40
§1.
VICHY
BRAND
PROFILE
§2.
ENVIRONMENTAL
ANALYSIS
METHODOLOGY:
STUDY
ON
VICHY
BRAND
IDENTITY
IN
RUSSIA
AND
IN
FRANCE
50
§1.
RESEARCH
DESIGN
§2.
QUALITATIVE
RESEARCH
§3.
QUANTITATIVE
RESEARCH
RESULTS
AND
DISCUSSION
65
§1.
DIFFERENCES
BETWEEN
VICHY
IMAGE
AND
IDENTITY
IN
RUSSIA
§2.
DIFFERENCES
BETWEEN
VICHY
IMAGE
AND
IDENTITY
IN
FRANCE
§3.
COMPARISON
OF
CONSUMER
BEHAVIOR
IN
RUSSIA
AND
IN
FRANCE
§4.
DIFFERENCES
IN
IDENTITY-­‐IMAGE
GAP
BETWEEN
RUSSIA
AND
FRANCE
§5.
MARKETING
IMPLICATIONS
§6.
LIMITATIONS
CONCLUSION
85
BIBLIOGRAPHY
89
APPENDIX
93
AFFIDAVIT
107
Paris,
2014

22. Author Definition
Aaker D. Unique set of brand associations that the
creator of the brand strives to develop-maintain.
These associations reflect the
meaning of the brand and its promises
given by the company to its consumers.
This is the ideal brand perception that the
company wants the customers to have.
Bichun Y. Ideal brand essence given by the brand
creator.
Bivainiene L. The way the creators of the brand want the
consumers to
perceive the brand.
De Cherantoni L. Brand character, goals and values that
allow for brand differentiation.
Domnin V. It is the brand meaning. This concept aims
to identify and differentiate a bran in order
to influence customer behavior. It is the
ideal state of brand: the way brand creators
want the brand to be perceived by
stakeholders.
Kapferer J.-N. Brand identity is necessary for
differentiation and identification functions
of the brand. It sets the framework of brand
values and uniqueness.
Pertsia V. and Mamleeva L. Unique complex of brand connected
features, that substantiates why brand is
exists, and includes the promise of the
company to its customers.
Starov S. Set of associations about one brand that the
company strives to create.
Source:
[Bivainiene,
2007
;
Domnin,
2009
;
Nandan,
2005
;
Starov,
2010]

23. 2. Structural models of brand identity
J.-N. Kapferer
Brand identity prism
Paris, 2014
D. Aaker
Brand identity system
• Br Id develo
pment stage
• Core/extended identity
• 6 interrelated facets
• Stimulus-reaction model
• Externalization/
internalization
de Chernatony
Brand identity model
• 5 elements
• Brand vision and culture
Thompson Total
Branding, J. Walter
Thompson
Brand Platform
model Young&
Rubicam
• Reason
to trust
• 4 levels
• Brand personification
Brand Key
Unilever
• 9 elements
• Competition analysis
• Key feature
Brand Pyramid
Mars
• 7 elements
• USP
• Consumer values
2. Theoretical background
Key findings

24. 2. Theoretical background
Key findings
4. Brand identity/brand image: conceptual difference
IDENTITY
IMAGE
Owner/creator
Sender:
company
(brand-­‐manager,
marke<ng-­‐manager)
Paris,
2014
Receiver:
target
audience
(consumer)
Related
ac<on
Crea<on/coding
Interpreta<on/
decoding
Concept
Absolu<on
Reality
Exposure
to
external
Indirect
Direct
factors
Level
of
control
by
the
brand
owner
Strong
Weak
Source:
[Chernatony,
1999;
Driesener
&
Romaniuk,
2006;
Janonis
&
Virvilaitė,
2007;
Kapferer,
2008;
Keller,
2005;
Roy
&
Barenjee,
2007;
Srivastava,
2010;
Stock,
2009;
Domnin,
2009]

25. Novelty:
• Systematization of the differences between the notions of brand image and
Tasks:
1. Specification of the definitions of brand identity on the basis of already
existing;
2. Analysis of the structural models of brand identity;
3. Defining the process of brand identity communication and brand image
formation;
4. Constructing Vichy brand identity in Russian and in French markets through
the qualitative research of the brand’s representatives;
5. Studying the perception of Vichy brand identity, i.e. brand image, in Russian
and in French markets through the consumer research, determining the gaps
between them;
6. Formulating the differences in the nature of the gap between France and
Russia.
1. The Framework
Paris,
2014
brand identity
• Study of the brand image-brand identity gap in the cosmetics market
• Comparison of the nature of the gap between 2 countries

26. H0:
3. Research Methodology
Quantitative research: Consumer behavior Hypotheses
There
is
no
difference
in
the
regularity
of
usage
of
cosme<c
products
in
Russia
and
in
France
H0:
There
is
no
difference
in
the
loving
looking
sogné
in
Russia
and
in
France
H0:
There
is
no
difference
in
the
level
of
care
about
the
appearance
of
the
skin
in
Russia
and
in
France
H0:
There
is
no
difference
in
the
level
of
interest
in
the
category
in
Russia
and
in
France
H0:
There
is
no
difference
in
the
preference
towards
buying
cosme<c
products
on-­‐line
in
Russia
and
in
France
H0:
There
is
no
difference
in
the
amount
of
money
spent
per
purchase
in
Russia
and
in
France
Paris,
2014

27. Split by groups in 2 countries
28
36
36
Never
used
Previously
used
Currently
using
25
29
46
Never
used
Previously
used
Currently
using
Paris,
2014

28. Structural
models
of
brand
iden<ty
Aaker D. Kapfereer
J.-N.
De
Chernaton
y (1)
De
Chernaton
y (2)
Keller
K.
Brand
Wheel
Brand
Platform
Thompson
Total
Branding
(1)
Thompson
Total
Branding
(2)
Brand
Key
Brand
Pyramid
Physical
traits/attributes + + + + + +
Personality + + + + + + + + +
Relationship + + +
Culture + +
Self-reflection +
Self-image +
Essence + + + + +
Gains (rational)
/functional benefits + + + + + + +
Emotional benefits + + + + + + +
Values/principles + + + +
Positioning + + + +
Codes +
USP/Reason to
trust + + + +
Products +
TA + +
Competition +
Consumer insight +
Key feature +
Ценности
потребителя +
Presentation +
Vision +
Symbolic benefits +
Paris,
2014

29. Aaker
Paris,
2014

30. Kapferer
Paris,
2014

31. De
Chernatony
Paris,
2014

32. Brand
plaworm,
Young&Rubicam
Paris,
2014

33. Sources
• Data
bases:
EBSCO,
JSTOR,
ProQuest,
Emerald.
• Euromonitor
Interna<onal
• Authors:
Aaker,
Domnin,
Kapferer,
Kotler,
Starov,
de
Chernatony
&
etc.
Paris,
2014

34. Vichy
visuals:
change
Paris,
2014

35. Survey:
distribu<on
Paris,
2014

36. Essence
&
values
images
Paris,
2014

37. Q
on
visuals

38. Visual
logo
for
different
subbrands
Paris,
2014

39. AQUALIA
THERMAL
Hydration,
max
concentratio
n of
Thermal
water
CAPITAL
SOLEIL
Sun
protection
UVA &
UVB
DEODORANT DERCOS
Shampoos and hair
care
DERMABLEND
Correction Fondation
CELLU
DESTOCK
Body care :
correction
IDEALIA
Perfect skin
tone and
quality
LIFTACTIV
Against deep
wrinkles
NEOVADIOL
Imporves skin density
NORMADERM
Problematic skin
(acne, redness…)
NUTRIEXT
RA
Deep
nutrition :
body
NUTRILO
GIE
Deep
nutrition :
face
PURETE
THERMAL
Cleansing
products
TEINT
Fondation
VICHY HOMME
Products for men
Sub-­‐brands

40. Web-­‐site:
product
descrip<on
Paris,
2014

41. Textual
logo
Frequency, % Russia France
Valid
very old 20 1
not existing 4 9
official 66 60
previous 9 29
vichy town 1 1
Total 100 100
Visual
logo
% of respondents Russia France
Valid
LRP 37.0 18.0
NIVEA 22.0 41.0
CLARINS 4.0 3.0
VICHY 37.0 38.0
Total 100.0 100.0
% of respondents Russia France
Never used Valid
very old
Not existing
official
previous
vichy town
Total
very old
17.9
0
71.4
7.1
3.6
100.0
27.8
0
4.0
52.0
40.0
4.0
100.0
0
Previously Valid not existing 2.8 17.2
official 61.1 55.2
previous 8.3 27.6
Total 100.0 100.0
Currently Valid
very old 13.9 2.2
not existing 8.3 6.5
official 66.7 67.4
previous 11.1 23.9
Total 100.0 100.0
% of respondents Russia France
Never used Valid
LRP 39.3 8.0
NIVEA 21.4 56.0
CLARINS 7.1 12.0
VICHY 32.1 24.0
Total 100.0 100.0
Previously Valid
LRP 38.9 20.7
NIVEA 25.0 37.9
CLARINS 0
VICHY 36.1 41.4
Total 100.0 100.0
Currently Valid
LRP 33.3 21.7
NIVEA 19.4 34.8
CLARINS 5.6 0
VICHY 41.7 43.5
Total 100.0 100.0