Sanoflore's identity

Sanoflore, at its beginnings little known, was only available for purchase at the point of sale, face to face in the brand's specialized stores.

With the acquisition by l'Oréal and the scale of its reach, gradually, its entire strategy was changed to adapt to the current distribution needs.

The brand has been bought for some time in parapharmacies and cosmetics stores, but also has a strong online presence and on social networks.The expected results of branding on social networks is indeed to create a strong image, to develop notoriety but also to influence the behavior of loyal consumers.

It is very important for the brand not to go astray and to remain graphically coherent with the universe to which the brand refers

A unique brand image

With its unique identity, Sanoflore had to assert itself and adapt to the marketing strategies already in place while respecting its brand image.

The era of the youtubeuses beauties where fashionistas shared their beauty routines, their habits, their shopping did not escape to Sanolfore. Indeed, like many other beauty brands, thanks to the scale of this wave of beauty youtubeurs. Sanoflore found itself propelled from the Vercors to the forefront.

https://youtu.be/sZJll-7Xu-U`

Young women, initially presenting the benefits and returns of the brands, unconsciously gave visibility to little-known brands and eventually encouraged their communities to buy them. In the continuation of this process, the brands seized the opportunity to make themselves known and promoted through this network. This is how partnerships and remuneration by visibility have become commonplace, in the cosmetic field.

Youtubeurs beauties have become a marketing tool.

Instagram brings a new advertising format to promote products and new brands, much more powerful than other networks.

Instagram takes the lead on youtube, and becomes the most influential platform. It trains and gives birth to new generations of people who are more commonly known as influencers. It creates larger communities, enormously present, connected and more responsive. With new format of commercials, shorter, intuitive, playful, it touches more and more people, the strategy of brands is once again turned upside down.

Of course Sanoflore follows this trend, taking part in the games in its turn. By taking care not to lose its brand identity, Sanoflore has been able to conquer and expand while being part of the partnership approach with influencers.

This is done by free product mailings, and after th magic happens, with the help of product videos, sponsored posts or contests.

https://www.instagram.com/sanoflore/?hl=fr

Sanoflore has a history and a whole origin behind the foundation of the brand since 1944. It is important for the brand to keep this historical, family and ethical side to keep the brand alive and linked to its perceived identity.

Consumers are increasingly turning to green products such as Sanoflore because they are conscientious about the composition of the products and the ingredients they use.

Organic has been a trend for some time now but with the rise of competing organic and certified products, it is important to be able to stand out also because of its origin and history.

Sanoflore has understood this and that's why the brand is attached to make known this historical side and all the origin of the ancestral know-how and play on the sentimental side of the brand.

Indeed, it is important to create a link, a relationship nowadays between the consumers and the brand by provoking his emotions in order to build loyalty and stand out from its competitors.

As well, as social networks have hardened and communities have become culturally influenced, it is no longer enough to have branded content to connect with clients and be relevant.

Brand awareness today is highly dependent on ideology and culture