Herborist is a Chinese skin care brand focusing on natural products containing Chinese herbal ingredients. It aims to target young, educated women in France with its affordable yet high-quality natural products. The brand will position itself as a more affordable alternative to luxury skin care brands in France, emphasizing natural beauty and ancient Chinese cosmetic culture. It will utilize TV, magazine advertisements, and sales promotions to promote its message of exotic yet affordable natural skin care using Chinese herbal ingredients.

1. Herborist in
French Market Jord
an L
iu
Kelvin
Wong
Maxwell Y
e
Sophie Durand
Tracy Camp
Victoria Scully

2. I T M C A M
Media
Introduction Planning
Creative
Approach
Target Market
Analysis
Advertising
Style
Message
Strategy
A genda

3. I T M C A M
- A sub-brand of Shanghai Jahwa Cosmetic Co, Ltd.
- High-end skin-care products with Chinese herbal
ingredients
- Focusing on skin-care products such as lotion mask,
moisturizing and cleanser cream
- To help customers achieve natural beauty and fresh
image
H erborist

4. I T M C A M
• Part of EU, WTO ,OECD, G8, etc
• In 2008, France is the 5th largest economy of the World
• Cosmetic industry represent 15billions € in 2008
• More and more working women
• Organic & Natural cosmetics market shares increasing
• Per day, 317 000 skin care products are sold
• Cosmetic expenses represent 205€ per year per
woman
F rench market

5. I T M C A M
Power distance Individualism Masculinity Uncertainty
avoidance
68 71 43 86
• Power Distance:
accept and expect that power is distributed equally
rules and a pyramid hierarchy in companies
• Individualism:
-more individualism than collectivism
-think first about their own achievement
• Femininity:
-care a lot about quality of life and relationships
-but they also enjoy competitiveness and ambition
•Uncertainty avoidance:
-feel uncomfortable in unstructured situations
-strict laws and rules, safety and security measures can help
ofstede cultural
H dimensions

6. I T M C A M
• Chinese people are more collectivist
– trust group decision making and group problem
solving
• France people care more about their own,
their well-being.
omparison
C France vs. China

7. I T M C A M
Major media organizations: Major agencies:
Name Turnover in 2007 (in million Euros) Name Turnover in 2007 (in million
Euros)
Carat France (group Aegis) 3 285
Advertising (France) 434,34
MPG (Havas) 2 990
Publicis Groupe 313,82
OMD (Omnicom) 1 360
Zenith Optimedia (Publicis) 1 035 TBWA 212,54
Mindshare(WPP) 705 DDB Comunication 202,43
KR Media (WPP) 565 Ogilvy France 111,76
Mediacom Paris (WPP) 525 McCann-Erikson 111,11
Universal Groupe (Interpublic) 525 Young&Rubican 92,79
dvertising industry
A in France

8. I T M C A M
Young educated women
with low-medium income
- e.g. University students, OLs, Young professionals
- Open minded, modern, hip and down to earth
- More likely to be innovators or early adopters
- Environmental friendly and trendy
arget market
T description

9. “Over the forecast period, it is expected that brands that incorporate natural ingredients or even
organic ingredients to perform moisturizing, anti-aging, cleansing or firming effects for the skin will
become a popular choice for safety-conscious consumers.”
--Euromonitor, June 2008

10. I T M C A M
- To be more beautiful and confidence
- Social acceptance and self-esteem
- Treasure the value of individualism,
personality and uniqueness
- Return on investment
- Avid, healthy and environmental friendly Lifestyle
M ajor needs

11. I T M C A M
- Exotic skin-care culture
- Economical price
- Ancient Chinese herbal ingredients
- Produced without artificial ingredients
- 100% Recyclable package
- Simple and elegant design
ulfillment of
F needs

12. I T M C A M
- TV and Magazine
M edia habits

13. I T M C A M
Herborist has the unique selling
proposition of providing exotic
natural skin care products with
ancient Chinese herbal ingredients,
environmental friendly production
process, and economical prices.
nique selling
U Proposition

14. I T M C A M
Environmental
Professional image
friendly
The chinese herbal ingredients
Exotic mysterious Natural beauty and
feeling freshness
ore essence of
C message

15. I T M C A M
Environmental Friendly Ethically made
Naturally beautiful Inspired by nature
Focusing on skin-care products Full range of product lines
Chinese herbal ingredients Natural ingredients & Fruits
Pharmaceutical function
Herborist needs to build the image
of professional skin care brand.
D ifferentiation point

16. I T M C A M
t vous, not re nature”
“Nat urellemen
al you, our nature)
(Natur
S logan

17. I T M C A M
- Ancient Chinese herbal ingredients
- Economical prices
• Both text and visual contained message
• Economic factor & Functional factor
F unctional message

18. I T M C A M
- Natural beauty and freshness
- Environmental friendly
- Healthy lifestyle
• Massive visual creations
E motional message

19. I T M C A M
• To effectively influence our target customer
we need: Emotional Appeal AND Rational
Appeal
• Two step process:
• First touch on emotions
• Second support emotions with rational
reason to purchase product
C reative approach

20. I T M C A M
• Approach can tap into basic human needs:
Ex. social needs-wanting to feel more
beautiful
• Deeper meaning, not only products
• With the product comes emotional
aspects such as confidence, high self
esteem, beauty, and social acceptance
• Our target customer relies a lot on her
emotions for consumer purchases, but not
solely
E motional appeal

21. I T M C A M
• Herborist Target customer is educated and
needs a rational reason to purchase
• Comparative advantage of Herborist will be used
• Health benefits: Chinese herbal ingredients, all
natural and chemical free, etc.
• Quality and Affordability
• Logically Herborist is good deal and better for
the skin
R ational appeal

22. I T M C A M
• Emotional Appeal • Rational Appeal
• Herboist will be NEW, so • Our customer is smart
it needs to be desired • This product needs to fit
and wanted into her lifestyle: healthy
• Focus on personal and and beneficial, Price is
social needs right in her budget
• Results can lead to a • Practical reason to buy
happier way of life needed
• Foundation for desire • Foundation for purchase
O verall approach

23. I T M C A M
• Advertising in France shows respect for and
ensures the trust of French people
– Men and women are ALWAYS depicted as
equals
– Strict legal framework that protects consumers
from false advertising
• Known for its outrageously provocative
advertisements frequenting nudity
F rench advertising

24. I T M C A M
F rench advertising

25. I T M C A M
• TV series and movies have at most one
commercial break, thus the reason we also
have a print ad
• Keeping with the individualistic and
feminine culture
– Simple and clean
– The perfect skin isn’t without the right skincare
– “back to basics” with Chinese medicine
• People in France want to be moved by a
product’s image and symbolism and
Herborist will provide them the je ne sais
quoi they are looking for
H erborist commercial

27. I T M C A M
TVC Magazine
TF1 and M6 ELLE, VOGUE, COSMOPOLITAN, MARIE
CLAIRE
- Free channels
- Large Print Ads in Centrefold
- The most- and second most-
watched TV channel - Coupons inside the magazine
- Two period of TVCs - Editorial
Before news 6pm-8pm
After news 8:30pm-9pm Sales Promotion
Sampling in cosmetic stores
– Give one free herborist sample when a
woman buys a skin care product
– During 2months
M edia planning

28. lement vous, notre nature”
“Naturel
(Natural you, our nature)

29. ri st ina
er bo om
ch
H fr
Just like any countries in the Just like any countries in the
Herborist world, TV is the biggest mass world, TV is the biggest mass
medium in France. According to medium in France. According to
From China French regulations, only private French regulations, only private
channels such as TF1 and M6 are channels such as TF1 and M6 are
allowed to play commercials, yet allowed to play commercials, yet
they still reach high coverage they still reach high coverage
and our target customers are and our target customers are
covered as well. Magazine print covered as well. Magazine print
ads is another channel that we ads is another channel that we
will use due to our customers’ will use due to our customers’
lifestyle and consumer behavior. lifestyle and consumer behavior.
They are fond of fashion They are fond of fashion
magazines like ELLE or MARIE magazines like ELLE or MARIE
CLARIE and more importantly, CLARIE and more importantly,
these magazines have high these magazines have high
credibility among young women credibility among young women
and they really follow the trend and they really follow the trend
mentioned by these magazines. mentioned by these magazines.
hy brand instead of luxury
and high-end brand in the
La
France market. What
Herborist wishes to deliver to
Styliste
French consumers are natural
beauty concept and ancient
Chinese cosmetics culture. As
this group of people are
usually open minded,

30. I T M C A M
- Herborist position itself as an affordable, natural and environmental friendly skin
care brand with Chinese herbal ingredients.
- Our target customers are young educated women with low-medium income.
- Our unique selling proposition is to provide exotic natural skin care products
with ancient Chinese herbal ingredients, environmental friendly production
process and economical prices.
- The advertising style will be a relaxing, mood building demonstration of
products.
- We will use TV, Magazine ads and sales promotion as communication channels.
C onclusion

31. Q&A