At the 4th B.I.O. N’Days, the global event dedicated to organic innovation held in Valence, France, last April 6-7, 2016, Sandrine Haller, of Agence Carrée, presented an update on organic cosmetics distribution in France and provided a few solutions to re-enchant the buying act. Here is our report.
Sandrine Haller co-founded Agence Carrée in Grasse, France, five years ago, as an agency specialized in marketing, communication, and training for the cosmetics industry. She was also part of the collective of experts gathered by Organics Cluster last year to work on the follow-up of their prospective study launched in 2014: ‘Organic markets by 2025’.
The current situation
As an introduction, Sandrine Haller drew three conclusions from the existing situation for consumers, brands, and distributors.
Conclusion No.1: consumers keep wanting more
‘Today, consumers want a wider offering, with more references, but also more communication and information on products. Even when they buy on impulse, they like it if they have had access to some product information beforehand,’ explained the speaker.
What consumers want today
• A clearer offering given the ever-increasing choice for consumers
• More accessibility in terms of selling prices
• More points of sale
• More clarity in-store for a more visible offering
• More advice and personalization, in particular for young consumers
Conclusion No.2: being organic is no longer a positioning for brands
‘Today, claiming to be organic is a plus, because it guarantees safety for consumers, but it no longer represents the brand’s positioning, which …
