Competition around the globe: How do "Fruit & Passion" compete with Yves Rocher?

Abstract

The positioning: "Organic cosmetics"

Shops concept: "Studio of cosmetics"

The fitting: 3 different spaces
- Vegetable greenhouse : product in basket, make-up area
- Vegetal laboratory: herbal medicine products
- Beauty salon: aesthetic care

The layout: - Natural materials, colors from nature (green and brown)
- Importance of the natural light
The atmosphere: Rural, studio of a cosmetics maker
Objectives: best image of the products, identity of "Creator of organic cosmetics"