A new Rive Gauche cosmetics and perfumery store has opened in AFIMALL City shopping centre in Moscow.
The 800m2 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 St Petersburg in 1995 and with 250+ stores across Russia, Rive Gauche cosmetics and perfumery company 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, 9.7 billion US dollars, 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.
Ross Haxton, Creative Services Director at G Creative, explains:
“A back to basics 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.”
The new concept positions Rive Gauche as an expert in cosmetics and perfumery, that makes personalized product choosing, not only precise and professional, but also fun and engaging.
Their new ‘brand blueprint’ is the driving force for an engaging and integrated store and online experience. Red, orange and purple are the key colours in the brand identity, deployed across all brand touch points, including uniforms, bags, interior and exterior branding and online.
Dmitry Podolinskiy, Marketing Director, Rive Gauche adds:
“Rive Gauche's new positioning is part of our overall strategy towards strengthening our leadership position in the market. The G Creative team was able to quickly and precisely understand our objectives, translating them into a vibrant and relevant design. But perhaps more importantly, they have succeeded in making the new brand come alive instore, to create a unique customer experience.”
The customer is at the heart of the instore AFIMALL City experience: clear zoning helps to lead visitors to the right products, for example niche perfumery, new arrivals and special offers at the entrance. The integration of high impact digital, with ever-changing digital screens and iPad stations, ensures that the experience remains fresh and interactive. Positive affirmation statements are used to create an upbeat vibe. Personalization and one to one consultancy on skincare and beauty ensure the experience is unique to every visitor.
Global Image Management’s Russian Business Director Marina Vaganova:
“When designing the store environment, we paid special attention to creating a unique customer journey that combines convenient ergonomics with the opportunity to sample the products and get a personalized consultancy on beauty and skincare. We are very happy that we managed to create an exclusive environment where choosing cosmetics will be an absolute pleasure for any girl or woman.”