1, 2, 3, 4 promises of Avril…

Avril takes great care in offering its customers four different values that are fundamental for the brand.

Organic

The first promise that Avril is making to its customers is to offer them organic cosmetic products. Indeed, the majority of its products are certified Organic Cosmetic by Ecocert, and the products launched after January 2017 are respecting even stricter specifications as they are labeled Cosmos Organic.

However, there are still some of their products that are not certified organic, such as nail polishes and nail polish removers, as those products don’t exist anywhere in a real organic form. Therefore, Avril should be careful not to say that all the products they offer are organic, which would be untrue.

If you want to know more about their additional commitment towards sustainability, I invite you to read the article « Avril, this young environmental friendly brand ». It will allow you to discover all this brand’s secrets to reduce its impact on the environment ! ;)

Quality

Everything is quality in Avril’s product. This is essential to the brand. Indeed, their products are studied to be easy to apply, effective, long-lasting, and with intense colors and pleasant textures. They want them to be as performant as conventional products.

Each product is cautiously tested, in order to offer consumers a formula of the highest quality and which has many virtues.

Even if the quality of their products is really what they claim, I would advise the brand to ensure that their strategy of offering organic products at very low prices has no impact on the perceived quality by consumers.

Source: https://www.pinterest.fr/pin/672725263082054984/

Accessibility

According to Alexis Dhellemmes, the founder of this brand, « Avril has been launched with a single objective: make the organic cosmetic accessible to all ». This is why they decided to minimize the prices of their products.

They were able to do so mainly thanks to a specific strategy: cutting all marketing and communication costs. Therefore, they don’t use any advertising, commercials, and communication campaigns. They don’t have any muse that would allow consumers to identify themselves to this person. This can be considered as a quite risky strategy, but Avril seems to be doing very well in this way, so congrats to them!

The low prices are also due to the fact that they minimize the packaging of their products, not using any extra plastic or cardboard to envelop them.

Going further than the accessibility from the price point of view, Avril is trying to answer the needs of everyone, with the recent development of a range dedicated to men, and even one for babies.

They also make sure that their products are easily accessible thanks to different distribution channels, including both online and offline ones. It is thus possible to get Avril’s product from their website, in their Avril stores, located in town and shopping centers, but also stores of independent resellers.

Source: https://www.instagram.com/avrilcosmetiques/?hl=fr

Proximity

Proximity with its customers is anchored in Avril’s values. They do their utmost to make their customers feel comfortable when coming to the stores, by offering them a great reception.

I personally had the opportunity to visit their store in Lille twice. When I first entered the shop, one of the sales assistants immediately noticed by entrance and told me with a big smile « Hi, welcome ! ». This made me quickly feel really good in this new environment. Then, as I was starting to look at their products, a sales assistant, still smiling, came to me and asked me if I needed any help, advice, or explanations about the products. After having spent some time looking a the products, I actually wanted to know more about some specific products, so, as I developed a sense of trust with the store’s sales assistants, I went to one of them and asked her my questions, to which she responded.

Based on my experience, I would say that Avril takes care of having salespeople that are really involved and interested in the brand, and who are able to communicate the values of the brand through their personality.

Their strategy is really customer-oriented, as their choices are guided by their customers' opinions, remarks, and ideas. They are co-building the brand with their customers, and they developed with them a relationship based on trust.

Sources:

QUI EST AVRIL ? - Avril. (s. d.). Avril. https://www.avril-beaute.fr/content/27-qui-est-avril-marque-cosmetique-bio

NOS LABELS - Avril. (s. d.). Avril. https://www.avril-beaute.fr/content/118-cosmetique-maquillage-vegan-non-teste-sur-animaux-