Abstract
Bourjois is a modern and very well-known trademark. It proposes perfumes, make-up and personal hygiene products (shower gels, deodorants and body creams) which can be found in supermarkets and hypermarkets (Carrefour, Leclerc …), in perfume shops (Sephora …) or in department stores (Printemps, Galeries Lafayette, BHV …). Concerning cosmetics, the Bourjois range covers over 300 products across eyes, lips, face and nail categories.
This trademark has an important historical background. Originally, it was created in the world of theatre: its inventors created cosmetics for actors and it was in 1863 that they created the world's first powder blush, which remains the flagship product for the French cosmetic expert. Today we consider Bourjois as a trademark that refers to city women who appreciate its light-hearted and practical aspects, its quality and the range of its colors. It should be mentioned that Bourjois is a subsidiary of the Channel group.
Firstly, we will define the identity of the trademark and then we will take a closer look at the public targeted by Bourjois.
