Natural Hygiene and Cosmetic Products
Nature et Stratégie chooses Trustt to manage community engagement for each of its brands and marketplaces!
+650
reviews
collected
+ 250
+ 4.6k
4/5
average
rating
The Group
Nature et Stratégie is a family group that has established itself in the sector of natural and organic cosmetics. The group has its own laboratory, Alvend, which allows it to formulate, manufacture, and market its own ecological products since 1985.
The history of this company begins in the 1970s when Jeanine Gabory, mother of Samuel Gabory – founder of the Nature et Stratégie group – creates the company Fleur des Mauges which distributes eco-designed and natural hygiene products door-to-door. Suffering from skin allergies due to the chemical formulations of conventional products, Jeanine quickly understood that natural products were as essential as they were absent from the market.
In 1995, her son Samuel takes over and develops the range of products offered to extend to household cleaning products. From there, the brand Etamine du Lys was born, now distributed in organic stores.
That same year, the Alvend laboratory is created. Production accelerates and “other brands are born successively, including Coslys for personal” hygiene products, Les Couleurs de Jeanne for hair coloring, and even Abonéobio, a real online organic supermarket!
The Objective
Initial Challenges
Four supported brands, common challenges:
Retain customers and recruit new ones
New customers, loyal customers… Why choose?
One of the main objectives of the group is to develop its customer portfolio for all its brands, while improving the retention of existing customers.
Reassure consumers about the effectiveness of natural products
We sometimes tend to think that organic and natural products are less effective than conventional cosmetics or hygiene products. This is completely false!
By using Trustt, Nature et Stratégie ensures it obtains customer reassurances to build a true relationship of trust with the target audience and prove the effectiveness of its products!
Better define conquest targets to reach them more effectively
Offering great products to the wrong target would be a huge waste… We don’t wish that on any brand!
The Trustt software therefore guides the brands of the Nature et Stratégie group in their targeting and helps them determine the perfect target through data.
Develop visibility and awareness among target consumers
Creating a “viral loop” on social networks helps boost e-reputation, consideration, and awareness of a brand. Thanks to consumer reviews and UGC that the Trustt solution allows to collect, the brands of the Nature et Stratégie group gain visibility and significantly develop their digital presence.
Optimize internal time and promote synergy between teams
Four brands, one software. The teams of each brand and the campaign results are centralized in the same place : it’s a considerable time-saver internally!
Trustt thus helps the entire Nature et Stratégie group place consumers at the heart of their strategy, while allowing the teams of each brand to revolve around it, effortlessly.
The Solution
What if a single program could address all these issues, for all these multi-sector brands and the Abonéobio marketplace?
It’s very real: the Trustt ambassador program is the solution to various issues faced by the brands of the Nature et Stratégie group!
Indeed, the ambassador program allows creating and uniting a community of ambassadors for each of the group’s products and brands. It’s an excellent way to:
- Acquire new customers,
- Introduce these brands,
- Retain existing customers by elevating them to the rank of super-contributors for the brand.
Moreover, the proprietary data collected through campaign application forms helps the Nature et Stratégie group better understand its targets and determine the expected benefits for each product. A future best-seller is always built through good listening to its community!
The Trustt ambassador program allows putting consumers at the heart of concerns for each brand, gathering their opinions on all products, and collecting email addresses to enrich the emailing database.
The Trustt teams, experts in community engagement, are there to train the Nature et Stratégie teams to best activate marketing campaigns and reach an affinity audience of consumers and influencers!
The Results
More than 650 consumer reviews to lend credibility to products
One of the main challenges for all brands and marketplaces was to prove the effectiveness of organic and natural products. This has been achieved with the 650 sincere and detailed reviews collected by the four brands!
With an average rating of ⅘ and testimonials detailing the slightest characteristics of the products, potential customers of the Nature et Stratégie group’s brands can get a clear idea of the benefits provided by the products.
61 campaigns have been organized so far for the different brands. After discovering and using the products in real conditions and following the instructions provided by the brands, the ambassadors were able to provide a segmented review expressing their feelings on all product characteristics (packaging, sensory aspects, effectiveness, other appreciated aspects…). Prospects are thus guided towards the product that best matches their expectations, which limits failed purchases and boosts customer loyalty!
Moreover, Trustt reviews also provide information on the characteristics of the ambassadors who left the review, so that potential buyers can recognize themselves (or not!) in the person who commented. This allows them to evaluate in advance if their user experience can be similar.
Hundreds of UGC on social media
Talking about your brand on social media is good, but having people spontaneously talk about your brand is better!
UGC are true goldmines for brands: they are powerful conversion levers, thanks to their authenticity and their ability to show the product in action. Before/after photos, usage demonstrations… These contents are a godsend for all brands who then just have to wait for sales to take off!
For the Nature et Stratégie group, which aims to improve its digital presence and e-reputation, the 250 social media posts obtained through Trustt campaigns are therefore extremely beneficial. Across all brands, we reach nearly 2 million people! Mission accomplished for the deployment of brand awareness for the group…
The brands Coslys, Etamine du Lys, Les Couleurs de Jeanne, and Abonéobio can now use these UGC to unite their community of ambassadors. Re-sharing posts in stories, likes, comments, follows are all ways to build loyalty in their community of consumers and influencers.
Thousands of opt-ins to strengthen commercial performance
The Nature et Stratégie group has obtained more than 4.6k segmented opt-ins, which are directly included in the targeting strategy of the different brands. These opt-ins indeed allow to enrich the email database of brands that can now deliver value in a targeted and personalized manner in newsletters. Personalized offers based on the prospect’s stage in the purchase journey, informative and/or entertaining content… Let’s not forget that newsletters are now the main conversion channel!
Usage Tests
Finally, the Trustt tool comes to support the data marketing strategy of the four brands in the Nature et Stratégie group by allowing them to obtain usage data. The campaign ambassadors indeed have the opportunity to complete forms summarizing their user experience and the observed results. Yet another way to prove the effectiveness of Nature et Stratégie products through data and to gain the trust of prospects!
