Jean Coutu and Brunet house brand Personnelle Cosmetics is getting a makeover.
Pigeon was enlisted to revamp Personnelle’s strategy, identity and ecosystem to ensure the 40-year-old brand remains relevant across Metro Group banners in a crowded sector.
With the refresh, Personnelle is aiming to reinforce its leadership in the space and resonate with a wider, modern audience whose habits are shifting.
According to the brand, consumers are seeking more than low prices, they are looking for meaningful value that balances function with emotion, self-expression, pleasure and simplicity.
“In the cosmetics industry, many brands still lean heavily on glamour or science,” says Anick Chartrand, director of food and pharmacy design, packaging and brand management at Metro. “Our customers value simplicity, authenticity and integrity. We wanted a brand identity that reflects those values and speaks directly to our core demographic of 35- to 55-year-olds.”
The redesigned Personnelle brandmark features simple, uppercase typography that enhances visibility and confidence.
“The new identity is contemporary yet timeless says Olivier Chevillot, executive creative director at Pigeon.
A key element, the ‘P’ symbol, has been modernized with a bold, refined stroke punctuated by a full stop that transforms what was previously a circle into a visual statement of clarity and conviction. This new logo is built to endure,” Chevillot says. “It strikes a balance between modern appeal and brand heritage.”
A monochromatic foundation of black and white offers versatility and elegance, while a refreshed accent colour palette enlivens packaging and helps set apart collections such as the exclusive EcoBamboo range.
The new brand signature “My Personnelle Beauty” underscores the brand’s core belief that beauty is personal and inclusive. The redesigned Personnelle identity began rolling out in Jean Coutu and Brunet stores earlier this year.
According to Pigeon, consumers have responded positively to the brand’s rejuvenation with the new look overindexing on appreciation, desired brand attributes and purchase intent.
The new brand strategy, identity and signature served as the foundation for packaging, in-store promotions, and the launch campaign featuring Incendies star, actress Mélissa Désormeaux-Poulin, chosen as the brand’s ambassador to reflect elegance and authenticity. The campaign spans OOH, print, media sponsorships, digital and social media and influencer partnerships.
Working together with the Metro team and the Jean-Coutu marketing team, Pigeon agency was in charge of the brand strategy and positioning, brand visual ecosystem and storytelling, and the brand signature. The launch campaign was executed by Les Invisibles while Glassroom oversaw the media portion.
