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.
[...] The Bourjois trademark and its target 5. Evolution of the target Throughout its history, Bourjois has had several different targets. At first, it was aimed at actresses, then women from the middle class. From the 1920s, this trademark concentrated its efforts on women who wanted to assert their personality, as well as stars. Bourjois products were accessible to a large category of women, and not only to the women coming from prosperous circles. Until the 1980s, the trademark strengthened its image of a make-up for active young women. [...]
[...] 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. [...]
[...] Influence of the Bourjois trademark on its target and its products Bourjois is an “image trademark” because it gives a certain image (young, Parisian, sparkling) to its customers. It is reflected in terms of strategy concerning the design of products. Bourjois is a trademark which differs due to innovative, light-hearted and practical packaging, which is also rich in color and often so refined, that it can become (for example: the deodorant “Grains de Beauté”). The trademark also maintains its image through advertising confirming its value in the minds of consumers. [...]
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