Beauty. Yves Rocher pushes digital boundaries

For Europe and international sales, the Yves Rocher cosmetics retailer (with fully-owned subsidiaries in 25 countries) is continuing transformation to a digital business. Sales were significantly disrupted in 2020, but a robust trading model built around channels ensured stability. “Our specificity at Yves Rocher is that we have always been omnichannel,” said Alexandre Rubin, Chief Executive Officer of Yves Rocher in France. “We have a well-established omnichannel D.N.A., based on a mail order, physical stores and strong e-commerce. We allow each country to select and run their own partners and channels. We don’t have a rigid rule that says “deploy the same model everywhere”. In 2020, store closures due to Covid-19 caused great difficulty,…