Des parfums éco-responsables, éco-conçus et à petits prix, vous en rêviez ? Sephora l’a fait !
Ce n’est plus un secret, l’écologie est aujourd’hui plus qu’au cœur des tendances, des stratégies et des enjeux des entreprises, tous domaines confondus.
Ces derniers mois, c’est au tour de Sephora, nouvelle enseigne du groupe LVMH, de faire ses preuves.
Le 3 août 2020, Sephora a lancé sa toute première ligne de parfums green et éco-responsables : DO NOT DRINK.
Retour sur une stratégie marketing audacieuse et qui bouleverse, à nouveau, les codes de la parfumerie.
Ce nouveau lancement, ou plutôt ce nouveau virage green, suit la stratégie de l’enseigne qui souhaite aller vers davantage de naturalité. Une démarche déjà engagée lors de la sortie de la gamme de soins GOOD FOR SKIN.YOU.ALL, l’an dernier.
Alors, curieux ? Suivez-nous dans le décryptage marketing de la nouvelle gamme DO NOT DRINK.
LE CONCEPT : DES PARFUMS NATURELS ET HYPER GOURMANDS
La collection DO NOT DRINK propose des parfums « qui sentent tellement bon que l’on aurait presque envie de les boire ».
Elle repose sur des senteurs simples, audacieuses, qui créent de surprenantes rencontres olfactives.
Les parfums seront vendus sur le site marchand de l’enseigne et dans les magasins français.
L’originalité du concept ?
Elle réside dans l’association des senteurs. En effet, le nom du parfum lui même se base sur l’alliance de deux notes olfactives, d’une part fraiches et florales et d’autre part gourmandes et fruitées.
Parmi les six fragrances proposées on retrouve donc des noms très créatifs comme par exemple « Mandarine + Matcha » ou encore « Iris + Moka ».
L’idée est d’associer deux ingrédients, certains connus de la parfumerie et d’autres bien plus audacieux et surprenants, tirés de senteurs proches de la pâtisserie et de l’alimentaire.
Le rendu offre des parfums aux notes uniques, qui se démarquent des tendances du marché.
Tous les accords sont simples et avec une composition olfactive à 87% d’ingrédients d’origine naturelle. Cette innovation compte parmi les grandes premières sur le marché du parfum.
eau rafraîchissante « Mandarine + Matcha » ; eau sucrée salée « Vanille + Fleur de sel » ; eau épicée « Jasmin + Baies roses »
© Sephora
DO NOT DRINK est donc une gamme de six fragrances qui se veulent mixtes et toutes autant surprenantes et addictives les unes que les autres.
Et bien sûr, pour parfaire sa stratégie et atteindre sa cible Gen-Z, Sephora a misé sur des petits prix accessibles : en 10 ml (9,95 euros), en 30 ml (19,95 euros) et en 50 ml (29,95 euros).
LE NATUREL AVANT TOUT !
La collection DO NOT DRINK c’est avant tout l’envie de naturel et une volonté d’éco-responsabilité. Le tout dans une démarche simple et minimaliste.
Sephora a décidé de jouer sur la transparence. En effet, toute démarche écologique va de pair avec cette notion.
Beaucoup de marques, notamment dans l’industrie agroalimentaire, s’essayent de plus en plus à cet exercice. Être transparent sur ses packaging et dans ses diverses communications, est un enjeu majeur pour être cohérent avec son discours de marque ; et Sephora a su parfaitement intégrer cette dimension. Le marché du parfum a droit lui aussi à de nombreuses transformations majeures et la transparence est en partie la nouvelle clé du succès.
Chaque parfum est composé d’ingrédients naturels (récoltés puis transformés) et est formulé à base d’un alcool d’origine végétale issu de la betterave. Non, vous ne rêvez pas, l’alcool de betterave est un alcool utilisé en parfumerie, tout comme l’alcool de blé ! De nombreuses marques ont déjà exploité cette avancée majeure.
© Sephora
DU MADE IN FRANCE !
Pour continuer dans la logique Green mise en avant par Sephora, tous les parfums de la gamme ont étés imaginés, développés et produits en France. Chaque fragrance est également développée par des nez parfumeurs français reconnus pour leur créativité. Et bien sûr, conformément à la règlementation cosmétique européenne, les produits sont non testés sur les animaux !
DES PACKAGINGS ECO-RESPONSABLES
Un parfum éco-responsable se doit d’être vendu dans un packaging éco-conçu.
Aussitôt dit, aussitôt fait ! C’est tout naturellement que les packagings de la gamme sont développés dans une démarche responsable.
Les flacons sont en verre et sont donc entièrement recyclables.
Le carton utilisé pour les étuis est généré des forêts gérées durablement et les mentions sur l’étui sont imprimées avec des encres d’origine végétale.
De ce fait, chaque flacon et chaque étui sont entièrement recyclables.
Un exemple de packaging pour le parfum « Vanille + Fleur de Sel »
© Sephora
Alors, séduits par la vague Green de Sephora ?!
Une collection à retrouver sur le site Sephora : https://www.sephora.fr/parfums-sephora-collection-do-not-drink.html
Et si vous êtes accro à notre rubrique Mode&Beauté, courez découvrir nos autres articles
Le mois prochain, L’Oreal Professionnel lancera simultanement deux nouveautes: Source Essentielle, une gamme de soins capillaires dont les formulations contiennent de 80% a 100% d’ingredients d’origine naturelle et Botanea, la toute premiere ligne de coloration vegetale (de type «henne») de l’histoire de l’entreprise.
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