L’entreprise familiale Aroma-Zone voit le jour il y a plus de vingt ans, en 1999, plus précisément. À l’origine un site d’information sur les huiles essentielles, leurs bienfaits et leurs utilisations, il devient rapidement un des premiers sites de ventes en lignes dans le domaine. Référençant des produits provenant du monde entier, le catalogue ne cesse de s’agrandir grâce à des producteurs passionnés. Du fait de son succès grandissant, Aroma-Zone ouvre sa première boutique en 2005 en Provence et aujourd’hui, c’est plus de huit boutiques ouvertes au travers de l’hexagone.
Un large panel de produits
Le e-shop propose une sélection colossale d’articles (plus de 1 900 références environ) à prix accessibles, de sorte à répondre aux besoins de tous :
- Plus de 200 huiles essentielles bio, labellisées ECOCERT provenant du monde entier,
- Une sélection de 24 hydrolats beauté bio,
- Des coffrets de recettes de cosmétiques maisons (visage, corps ou cheveux)
- Des bases neutres cosmétiques à personnaliser selon vos besoins
- Des contenants vides pour conditionner les recettes
- Une large sélection de produits cheveux (masques, colorations, shampoing ou après-shampoing)
- Et bien d’autres (entretien de la maison, cuisine, jardinage, etc.)
Aroma-Zone propose également des ateliers pour initier les curieux aux cosmétiques naturels ou à l’aromathérapie. Cela permet de découvrir les produits et recettes auprès de professionnels, pour ensuite se les approprier, à domicile.
La recette du succès d’Aroma-Zone
Chaque année depuis quinze ans, l’entreprise connait une croissance à deux chiffres et se révèle comme étant une sérieuse alternative face aux produits cosmétiques classiques. Une véritable success story qui se base sur une nette tendance à prendre soin de soi au naturel. Les consommateurs ont développé depuis quelques années une conscience éthique plus ou moins forte qui les poussent à se tourner vers des produits plus sains, moins controversés ou à faire soi-même.
Également basée sur une stratégie marketing de prix raisonnables, Aroma-Zone séduit une cible large et s’adresse à tous les budgets. Le site se différencie des concurrents qui, jusqu’alors, proposaient des produits naturels à des prix plus conséquents, non accessibles à tous. De plus, l’expérience d’achat (en magasin ou sur le site internet) a pour objectif premier l’accompagnement du client. En effet, chaque fiche produit décrit la liste INCI (composition), les propriétés, les différentes utilisations et recettes possibles, en vue de répondre à chaque besoin. La marque privilégie une communication directe avec ses consommateurs via les réseaux sociaux et son site internet, se montrant contre tout forme de matraquage publicitaire.
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En 2020, pendant la pandémie, Aroma-Zone dépasse les 100 millions d’euros de chiffre d’affaires et enregistre 350 000 nouveaux clients sur son site internet. Bloqués chez eux lors des confinements, les consommateurs ont pris le temps de s’occuper d’eux et la vente de coffret de recettes a notamment permis au grand nombre de découvrir la marque.
Pour approfondir le sujet, c’est par ici : « Idée cadeau: Et si vous fabriquiez vos cosmétiques maison ? »
Un succès remis en question par les habitués
En 2016, une polémique a émergé. Les fans ont reproché à la marque de s’éloigner de ses valeurs premières. L’éthique et la qualité auraient évolué, mais pas dans le bon sens.
Aroma-Zone travaille avec des producteurs à travers le monde entier. Pérou, Inde, Égypte, Chine, Brésil… Bref, un large catalogue à la disposition des consommateurs mais aussi une empreinte carbone qui ne passe pas inaperçue. De plus, des ingrédients de provenances lointaines à des prix défiant toute concurrence, cela pose question sur les conditions de travail et la rémunération des travailleurs. Autre point, les recettes indiquent un certain nombre d’éléments à incorporer. Cela induit forcément un panier d’achat plus conséquent, à moins de se contenter d’une base neutre ou d’une seule huile. Les packagings pour conditionner les résultats finaux ont également été modifiés et l’entreprise a privilégié le plastique. Du plastique réutilisable et recyclable, mais cela n’a pas été bien vu au premier abord.
Ensuite, le service client ne répondait pas aux avis et commentaires laissés par les consommateurs. Cela paraît loin d’être en phase avec les valeurs de l’entreprise et sa volonté d’être proche avec ses clients.
La qualité aurait également baissé au fil du temps. En outre, les blogueuses qui ont gagné en connaissances dans le domaine de la cosmétique naturel au fil du temps, ont également vu leurs exigences évoluer. C’est également pour cela que bon nombre de critiques ont été émises sur la qualité dégradée des produits de la marque.
Aujourd’hui, de nombreux concurrents émergent et il est donc devenu possible de trouver des alternatives à Aroma-Zone, en plus des autres marques de cosmétiques classique. Mais le mieux, c’est encore que vous vous fassiez votre propre avis sur l’enseigne et ses produits !
Cloé G.
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