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Let’s discover the secrets of Avril’s success!

  • Photo du rédacteur: Lili
    Lili
  • 20 nov. 2020
  • 2 min de lecture
What are the strategies used by Avril to become a successful brand?

In order to be able to offer its customers quality organic products at low prices, Avril decided to adopt a zero communication strategy.


I think that the brand has been really smart when taking this decision, because, in the over-consumption world we live in, where brands are trying to push consumers to buy their products using lots of marketings techniques and communication campaigns, Avril actually stand out from the crowd and this becomes a distinctive asset. Not making any advertising is so unusual nowadays that when consumers hear about it, it makes them even more interested in the brand, and they begin to talk about it with people surrounding them. Therefore, the brand increases its popularity thanks to word of mouth.


Moreover, by using a zero communication strategy, Avril is in line with the current growing trend that is the change of consumers behaviors towards a more eco-friendly and sustainable consumption. This way, the brand is attracting a lot of consumers, including me, that are in line with their desire of limiting the impact of their operations on the planet, and who admire the fact that they are taking a risk by not communicating, in order to provide a better offer to their customers. This is therefore a way for the brand to acquire and retain their customers.




Another strategy of Avril that is clearly stated in their values is to be accessible by everyone. We can see this by looking at their personae, that go from a 19-year-old girl to a mature 47-year-old woman to a 38- year-old man globetrotter. I think that it is great not to have a specific target, and to expect any kind of person coming to their stores, but the problem is that this strategy is not really reflected in the image they convey to consumers.


Indeed, for example, when I went to their store in Lille, I realized that the sales assistants were all quite young women, which can make a man or an older woman feel that they are not at the right place. In addition to that, a lot of their product’s packaging is really girly, which is not attractive for men.


For these reasons, I would recommend Avril to either focus more on one or two specific target or to work on having a more neutral brand image both online and offline.





Apart from that, Avril is doing a great job of aligning its strategies with its vision, values, and brand image, and is becoming very successful, influential, and popular in the organic cosmetics market.



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