What makes Avril so unique...?

What makes Avril so unique? You will discover this in the following article…

First, why Avril? They decided to go for this name because, according to them, it is reminiscent of the spring, of the rebirth of the blooming nature. This is probably elements they wanted consumers to associate the brand with when hearing the name, as if women could be born again and recover their young and beautiful skin each time they use the brand’s products.

When thinking about the brand, they want consumers to think about nature, feminity, quality, but also about joy, happy days, and happy beautiful faces. This shows that they want people to feel a positive emotion through their brand, and they believe that their whole experience with Avril will bring happiness to their life.

About Avril’s logo, you can see that it is composed of two elements. The first one is the name of the brand, « avril », with only lower case letters, that could maybe represent the simplicity of the brand. The second one is a little icon placed above the name, which has the form of a flower. We notice that this is completely going along with the brand image they want to convey to consumers.

Source: https://www.enylosnatural.com/marques/avril

The logo is often accompanied by its baseline, which is, in French « COSMÉTIQUE BIO ». This allows consumers, and especially those who are not familiar with the brand, to immediately and easily understand what this brand is about, and which kind of products they will be able to find in the store. This is, once again, going along with the simplicity sought by the brand.

Avril is also trying to differentiate itself through the in-store experience of consumers. Avril’s stores are all based on a unique architectural concept designed in collaboration with a local architect, who is each time different. Therefore, each point of sale has its own characteristics and identity that are based on its environment as well as the brand’s universe.

For example, the design of one of the shops in Paris has been thought of based on the raw earth of Paris, combined with the brand’s spirit: natural and ecological materials, round, soft and sensual shapes.

Source: https://www.avril-beaute.fr/magasins

The brand personality and values are also reflected by the product’s packaging: modern, simple, accessible. They combine aesthetics, with the use of various colors and tones creating harmony within each range, protection of the material, practicality, and environmental compliance.

Source: https://www.modesettravaux.fr/beaute-bien-etre/avril-cosmetique-

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Here we are, these are the elements that provide Avril with its uniqueness. So, what do you think? Do you have other ideas of things making this brand unique?

Sources:

Brandbook. (2019, mars). https://www.avril beaute.fr/client/LOGOS%20ET%20POLICES/BRANDBOOK_AVRIL_2019.pdf

Interview with Avril Cosmetics. (2016, 11 juillet). CANVAS OF THOUGHTS. https://canvasofthoughts.wordpress.com/2016/07/11/interview-with-avril-cosmetics/