The Bourjois trademark

Résumé du document

Bourjois is a modern and very well-known trademark. It proposes perfumes, make-up and personal hygiene products (shower gels, deodorants and body creams) which can be found in supermarkets and hypermarkets (Carrefour, Leclerc …), in perfume shops (Sephora …) or in department stores (Printemps, Galeries Lafayette, BHV …). Concerning cosmetics, the Bourjois range covers over 300 products across eyes, lips, face and nail categories.

This trademark has an important historical background. Originally, it was created in the world of theatre: its inventors created cosmetics for actors and it was in 1863 that they created the world's first powder blush, which remains the flagship product for the French cosmetic expert. Today we consider Bourjois as a trademark that refers to city women who appreciate its light-hearted and practical aspects, its quality and the range of its colors. It should be mentioned that Bourjois is a subsidiary of the Channel group.
Firstly, we will define the identity of the trademark and then we will take a closer look at the public targeted by Bourjois.

Extraits

[...] The Bourjois trademark Table of contents Introduction I. The characteristics of the trademark's identity 1. Some key dates 2. Brand values 3. Brand culture 4. Brand personality II. The Bourjois trademark and its target 1. Evolution of the target 2. Influence of the Bourjois trademark 3. The importance of the products' names Conclusion Bibliography Introduction Bourjois is a modern and very well-known trademark. [...]

[...] - 1879: Decisive moment: the Bourjois trademark spread to the general public. - 1891: The trademark introduced itself into the perfume market. - 1898: Bourjois was purchased by the Wertheimer family, the current owner of the company and the Chanel group. - 1928: International success of the perfume “Evening in Paris - 1950: The trademark concentrated once again on make-up. - 1982: Creation of eye shadow pots. - 1990: Bourjois started large-scale retailing Brand values Among the oldest manufacturers of cosmetics, Bourjois has maintained its reputation as a real beauty expert and tries to preserve its position with ever more creative products and fashionable shades. [...]

[...] Moreover, Bourjois' advertising never presents top models but ordinary women. Bourjois' aim is to make all women feel concerned Its strategy throughout its development has always been centred on the accessibility of beauty to all women. This is possible thanks to the reasonable prices of its products. The modernity of the trademark is reflected by the numerous innovations developed since its origin. (“Pastel Joues” in 1863; “Evening in Paris” in 1928; “Lovely Rouge” in 1964; “Coup de Théâtre” and “Libre comme l'air” in 2001 etc Finally, its secret of longevity can be explained by the fact that the trademark has never betrayed its past and its personality, but has always been able to innovate. [...]

[...] It should be mentioned that Bourjois is a subsidiary of the Chanel group. Firstly, we will define the identity of the trademark and then we will take a closer look at the public targeted by Bourjois. I. The characteristics of the trademark's identity. The identity of Bourjois is derived directly from its past. It is a trademark which has evolved through time and fashions while maintaining its own specific identity Some key dates - 1862: Birth of Bourjois on the Parisian “Grands Boulevards”, in the theatre district. [...]

[...] The colour, the real emblem of the trademark, is at the heart of the product. From neutral nuances to the liveliest tints, Bourjois proposes colours for every mood, occasion and personality. Bourjois cosmetics consist of 18 blush tints and 24 eye shadow colours. The colour is so important that even the make-up boxes borrow the tint of their contents. It was in 1914 that the packaging of the blusher started to match the colour inside and this has remained the strategy ever since. [...]