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A DISTINCTION THAT IS ONEOF ITS KIND
PANORAMA OF THE MARKET OF COSMETIC DISTINCTIONS
Victoire de
la Beauté
Prizes
Marie-Claire
Winner product
of the year
Grand prix
Advantage
Jury and means of awarding
prizes100% CONSUMERS
JournalistsProfessionals and
Reader consumers
Product testsYES
NO NONO
Number of products
2008 list of prize-winners
427
16 7
Analysis of list of prize-winners
MAJOR BRANDS & SMEs
100% Major brandsEssentially
multi-nationals
Essentially
multi-nationals
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PANORAMA OF THE MARKET OF COSMETIC DISTINCTIONS
Victoire de
la Beauté
Oscars Cosmetic Magazine
Health Prize
MagazineFifi Awards
Jury and means of
awarding
prizes
100% CONSUMERSJournalist
and Professional
professional
medical professionProfessional
Product tests YES NO NO NO
Number of products
2008 list of prize-winners
4234 19 4
Analysis of list of prize-winners MAJOR BRANDS &
SMEs
Essentially
multi-nationals
Essentially
multi-nationalsMulti-nationals
A DISTINCTION THAT IS ONEOF ITS KIND
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● Perfumeries, Department Stores,
● Chemists, Para-pharmacies,
● Mass distribution,
● Hairdressing salons,
● Beauty parlours,
● Direct Selling,
● Specialised shops.
AN EVENT FOR EACH DISTRIBUTION CHANNEL
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The only distinction attributed by consumers who
have tested the products in real life situations.
- in total impartiality: products are tested with no reference to the brand
- in total objectivity: the organiser is an independent quality centre
A UNIQUE POSITIONING & STRONG VALUES
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HOW AREVICTOIRES DE LA BEAUTÉ AWARDED?
A distinction process in 2 concrete stages that aim at realistically retracing the “life stages” of a product in the hands of a consumer:
● The moment the choice is made in the shop
● The moment the product is used at home
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OBJECTIVE: To determine the product’s attractiveness index
● Consumer round tables
● Supervised by sensory evaluation experts
● Like in the shop, consumers look at the products,
hold them, analyse the promises..
● They award a mark for attractiveness (0 to 10), taking into account:
► the interest of the promise ► visual appeal ► incentive to try
If the product crosses the required selection threshold, it moves on to test n°2
TEST 1: THE CONSUMER EXPRESSIONFORUM
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OBJECTIVE: To validate consumer satisfaction
● 60 independent consumers targeted per product
● Tests at home between 2 and 8 weeks depending on products
● 100 % anonymous tests: no brand indication
● Control and monitoring by independent evaluation laboratories(CTCPA, Eurofins)
How? By an overall satisfaction mark based on 3 mainlines:
► perception of effectiveness
► well-being,
► cosmetic qualities (texture, fragrance…)
TEST 2: SENSORY TESTS
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At the end of the tests
If the product:
- meets consumers result requirements by obtaining a mark higher than or equal to the established system of reference
- obtains the best mark in its category
It is awarded a
Victoire de la Beauté!
A VICTOIRE DE LA BEAUTÉ
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A Victoire de la Beauté for
Consumers have chosen, tested and approved!
Advanced Filler
Normal to combination skin
Dry to very dry skin
Covering Repair
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Who organises the
Victoires de la Beauté?
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The Victoires de la Beauté are organised by MONADIA, 1st Leading French Consumer quality centre:
½ million tests and product trials for 12 years,
700 labelled companies,
25 employees,
Monadia: inspirer and driving force behind “Consumer Quality”,
Monadia quality signs are exclusively awarded by consumers:
WHO ORGANISES THE VICTOIRES DE LA BEAUTE?
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• Believe in consumersRely on the intelligence of consumers and their ability to judge
• Restore collective expressionSee to it that consumers are listened to and their opinions are heard
• Suggest explicit quality signsIdentify products that satisfy consumers and signpost them with quality signs
• Be established in current eventsToday when consumers look for information about a product, they turn above all to other consumers to obtain it
• Enhance Consumer QualityDefend citizen ethics that combines participative logic, objectivity and independence
MONADIA: CHALLENGE AND PHILOSOPHY
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What is the communication
campaign around the Victoires de la
Beauté?
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THE POWERFUL SUPPORT
OF MEDIA LEADERS
Millions of contacts generated by partners around the Victoires de la Beauté logo and products.
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COMMUNICATION WITH IMPACT
● Business-to-business publications A special file presenting the Victoires de la
Beauté event and the chosen products depending on the distribution channel.
● General public press: editorial advertisingA series of publications resuming the methodological strong points and presenting the products
● web: au feminin.comThe leader of female portals presents all Victoires de la Beauté products. A banner allows you to access the web TV of each prize-winner directly.
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COMMUNICATION WITH IMPACT
● Television: Téva Special advertising campaign for award winners
● Radio: CHÉRIE FM 6 special weeks devoted to prize-winners: “Interview” columns highlighting the assets of each product.
● Information column in ParuVendu The local press leader presents all prize-winning products spaced out over an 8 week period.
● Posters: JCDECAUX Institutional campaign highlighting consumer quality.
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The label has a strong foothold on TV with a number of campaigns
● 751 TV appearances accumulated on major channels (not including cable, DTTV)
● 1.2 appearances a day on average
● 843 million TV contacts (in 6 months, from May to October 2008)
PRIZE-WINNERS WHO CLAIMTHEIR VICTORIES
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…and in the press
The dynamic media plan orchestrated around the Victoires de la Beauté and prize-winning products generated 185 million contacts(all press taken into account)
PRIZE-WINNERS WHO CLAIMTHEIR VICTORIES
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KNOWN AND RECOGNISED PRIZE-WINNERS
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A SIGN WORTHY OF TRUST
● PERCEPTION OF THE LOGO
53.7% rate of trust vs. 55.2 % for the Marie-Claire major Excellence prize
55% intention to purchase (same as the rate of intention to purchase of the Marie-Claire major Excellence prize)(Source TNS world panel survey Oct-Nov 2007 out of a sample of 2500 people)
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For us theVictoires de la Beauté are:
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● The visual impact of the logo on the pack, the spotters, the point-of-sale
advertising…
The Victoires de la Beauté improve the appeal, the interest in the product
● An element of reassurance They reduce doubt and hindrance to trying
● An element of differentiation
They make the consumer’s choice easier
● A STRONG INCENTIVE TO PURCHASE
PACK Point-of-sale advertising TOTEM
A COMMERCIALEFFECTIVENESS LEVER
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●ADDED VALUE in our product
• Current events/Modernity
• Glamour/Prestige
• Meaning/Complicity
● We become the ambassadors of the consumers who expressed their satisfaction towards us
AN IMAGE CONVEYOR
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A reward TO DRAMATISE to increase its effect among our distributors
● Poster● Spotter● Point-of-sale advertising● Totem
A TURNKEY KIT exists. To order from Monadia
AN ANIMATION TOOL WITHIMPACT
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All our audiences must be made aware
● All employees,
● Suppliers,
● Absolutely all current and former customers
● Prospects,
● Partners
To get the best from this exceptional award
A VICTORY TO SHARE