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Bertolatti (Yves Rocher Italy): “We aim to do better than 2019”

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Yves Rocher Italia is growing and aims, for 2022, to close above the levels of 2019. “We experienced consecutive and constant double-digit growth from 2008 to 2020 – Carlo Bertolatti, general manager of Yves Rocher Italia told AdnKronos – which led us to close 2021 with a turnover of 230 million euros, in line with the 2020 results (where we had grown by 11% while the market closed at -12%). The weight of our channels is divided between 80% social selling and 20% retail “. Although 2022 is “a very complex year” for Covid “and with inflation that began at the end of 2021 which is accelerating with the Russia-Ukraine conflict, we still want to close above the levels of 2019”. Among the objectives that Bertolatti has set itself, in addition to wanting to reconfirm the positioning of Yves Rocher as a cosmetic brand in Italy, there is that of continuing to recover the turnover lost in retail compared to 2019 “and in this sense things are better. than we had foreseen at the end of 2021 “he explains. For social selling, on the other hand, “we want to keep our turnover”. The brand, present in Italy since 1984 with a double distribution channel (single-brand stores and the social selling channel) today has 112 single-brand stores, about 300 employees dedicated to stores, and together with the social selling network it sells over 33 million products. throughout the national territory. “To date there are 72 stores that follow the retail model of the Atelier Lab ‘- explains Bertolatti – a concept with the main objective of making the shopping experience of customers increasingly personalized, modern and dynamic. more by modernizing the social selling channel, an evolution of direct selling, trying to ride the digital trends that today guarantee a more immediate and widespread contact “. Since last April Yves Rocher became a ‘benefit company’, several significant initiatives have been undertaken, and the brand intends to pursue concrete long-term objectives in terms of sustainability. “We act on various fronts to be able to carry forward the values ​​of Mr. Yves Rocher of ‘Returning to nature what he has given us’ – underlines Bertolatti -. Our 20 Laboratories host 200 expert researchers who work every day to improve the naturalness and effectiveness of formulas, always trying to get the best from Nature for our skin, without exploiting natural resources “. In La Gacilly, the heart and birthplace of the brand, there are also botanists, growers, as well as formulators and producers. “The union of these teams of experts – highlights Bertolatti – has given rise to products and formulas with 100% plant active ingredients and over 600 vegan formulas, we have been able to eliminate 300 more ingredients than the 1,300 prohibited by European legislation and we are also committed to the responsible and ethical procurement of all our supply chains “. Already La Gacilly, Bertolatti points out “with its 9 emblematic plants, is a member of Uebt (Union For Ethical Bio Trade) and the goal is to be able to certify all 250 supply chains in the world”. Another fundamental aspect as a brand concerns innovation in terms of packaging. “On the one hand – Bertolatti observes – we work to try to optimize the use of paper and completely eliminate the use of plastic and there are some of our packaging, those of solid products, with 0% plastic. Our bottles are made in 100% recycled and recyclable plastic as early as October 2020 and our packs are designed according to the logic of frugal innovation, designed to be reduced to the essentials. “Becoming a Benefit Company also entailed a change of company name and statute. “This – Bertolatti recalls – has made it possible to combine business objectives, in a clear and evident way, with objectives and purposes of common benefit with the intention of following what is the mission of the Rocher Group of ‘reconnecting people to nature “. The next step is that of the entire Group, which aims to become B Corp by 2025. Certainly one of the most pioneering and visionary projects is Plant For Life, launched in 2007. “This initiative – he remarks – has allowed to plant 100 million trees from its birth until 2020, and today the initiative is moving towards another ambitious goal, that of 135 million trees by 2025. An initiative that is very close to our hearts and that we have managed to achieve bring also to Italy, planting over 24,000 trees in 5 of our regions in one year (Lombardy, Veneto, Emilia Romagna, Marche and Lazio). In beauty for many years the focus has shifted to natural and organic products but for Yves Roches it has always been a priority. “It is increasingly evident – says Bertolatti – how customers are increasingly demanding and selective, not only looking for quality products, but also sustainable products. When the brand was founded in 1959, no one spoke or would ever have talked about sustainable development, however Mr. Yves Rocher has always been convinced that sustainability would be the basis of his entrepreneurial project. Today, more than 60 years later, we have remained faithful to our initial convictions and these themes are fully integrated into the brand’s DNA, also responding to the current needs of consumers, who are increasingly committed and attentive to the environmental cause. “Different future challenges for the brand. “At the base of everything, as a brand – concludes Bertolatti – the work will focus on product innovation, on the continuous improvement of the performance of the products in terms of safety and efficacy of the formulas, and on the percentages of naturalness, on all product categories, but in particularly on those of skincare and haircare that best represent the innovation and botanical expertise of the brand “. At the Italian branch level,” we are focusing more and more on the constant innovation to be brought to our multichannel sales structure – concludes the general manager of Yves Rocher Italia – characterized by the presence of retail (single-brand stores) and social selling. Objective: to grow both channels hand in hand. Technology, omnichannel and coherence are the words that characterize our 2022 “.

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