A crisis may occur any time. The topic is not the economic crisis, but a media hype, a crisis in the consumers’ confidence, an accidental crisis on a product …These kinds of crises that may, one day to the next, even one hour to the next, wipe out years of business and endanger a company. Nobody chooses the crisis that is to happen, obviously; however, it is possible to be prepared, in order to manage it better … to go through without too much damage. This is the message, along some advice, which Bruno Gourevitch, from Altaïr Conseil, has provided during the 10th Perfumes and Cosmetics Convention of the Cosmetic Valley.
Altaïr Conseil
is a consulting company for organization and management of risks. Its manager, Bruno Gourevitch, has a more than twenty-year expertise in advice and management of organizations and human resources, management of change and risks.
This specialist of crises was given, by the organizers of the Regulatory Convention of the Cosmetic Valley, the task of warning cosmetic companies: risks are everywhere; the crisis is underlying; maybe, it is already there …
However, his lecture is not only a source of anxiety. In fact, a crisis shall be anticipated and managed … it is even sometimes a jump start to bounce back in a better shape.
The crisis is here!
Parabens, phthalates, aluminium salts, phénoxyéthanol…and, in the next future, maybe, nano-particles, solar filters, hair dyes …The cosmetic industry is in no lack of controversial ingredients, thus, of potential crises. It has already gone through some; it will have to cope with more.
Every company may have to face a defect in a product, which makes a recall mandatory: a source of adverse publicity, of mistrust by consumers …
According to Bruno Gourevitch, a crisis can be defined by three characteristics: a sudden nature, serious consequences, uncertain outcome.
An odd situation, …
