The opening of a new cosmetics concept store in Russia marks the launch of a new brand identity for Rive Gauche.
A new store for Rive Gauche, a leading Russian cosmetics retailer, opens in AFIMALL shopping centre in Moscow on 28 December 2018.
The 660 m 2 pilot store represents the culmination of an extensive strategic repositioning and rebrand exercise, led by the G Creative team at Global Image Management in London.
Founded in 1995 and with 250+ stores across Russia, Rive Gauche is one of Russia’s largest beauty retailers, selling brands such as Chanel, Givenchy and Dior, in addition to their own brand make-up.
The cosmetics market in Russia is estimated to be worth, 649 billion roubles ( 9.7 billion USD), so to create standout, the creative team had to be bold. Working with G Creative, they stripped the brand right down to its essence. Inspired by the name which resonates with the Bohemian lifestyle of the Left Bank in Paris, they created a Russian and French version of the new identity, based on the newly defined brand values and positioning statements.
A back to basic repositioning exercise such as this is my favorite kind of brief. It allows us to take a blank sheet of paper and to create a truly engaging offer. The result is a seamless and interactive brand experience, both online and instore. We’re really excited to have led the strategic creative work and to have helped to bring this vision to life instore.
Ross Haxton, Creative Services Director at G Creative