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.
748418 151787The Twitter application page will open. This is very good if youve got several thousand followers, but as you get far more and more the usefulness of this tool is downgraded. 790606
898112 67040Completely composed content material material , thankyou for information . 691006
97794 152412learning toys can enable your kids to develop their motor skills quite easily;; 789393
432187 815084Thank you for your details and respond to you. auto loans westvirginia 98438
822936 325755I think this is one of the most significant info for me. And im glad reading your article. But want to remark on some common issues, The web site style is perfect, the articles is genuinely great : D. Very good job, cheers 483199
Have you ever heard of second life (sl for short). It is essentially a game where you can do anything you want. Second life is literally my second life (pun intended lol). If you want to see more you can see these sl articles and blogs
This was great! I would like you to clean up all this spam though
Have you ever heard of second life (sl for short). It is basically a game where you can do anything you want. sl is literally my second life (pun intended lol). If you would like to see more you can see these Second Life authors and blogs
Have you ever heard of second life (sl for short). It is basically a online game where you can do anything you want. Second life is literally my second life (pun intended lol). If you want to see more you can see these Second Life authors and blogs
Have you ever heard of second life (sl for short). It is basically a online game where you can do anything you want. sl is literally my second life (pun intended lol). If you want to see more you can see these second life authors and blogs
Have you ever heard of second life (sl for short). It is basically a online game where you can do anything you want. SL is literally my second life (pun intended lol). If you want to see more you can see these sl authors and blogs
Have you ever heard of second life (sl for short). It is essentially a online game where you can do anything you want. sl is literally my second life (pun intended lol). If you would like to see more you can see these sl articles and blogs
Have you ever heard of second life (sl for short). It is basically a video game where you can do anything you want. sl is literally my second life (pun intended lol). If you would like to see more you can see these Second Life authors and blogs
Have you ever heard of second life (sl for short). It is essentially a video game where you can do anything you want. Second life is literally my second life (pun intended lol). If you want to see more you can see these sl websites and blogs
Have you ever heard of second life (sl for short). It is essentially a game where you can do anything you want. Second life is literally my second life (pun intended lol). If you would like to see more you can see these second life authors and blogs
Have you ever heard of second life (sl for short). It is essentially a video game where you can do anything you want. sl is literally my second life (pun intended lol). If you would like to see more you can see these sl authors and blogs
This was awesome! I would like you to clean up all this spam though
This was awesome! I would like you to clean up all this spam though
Have you ever heard of second life (sl for short). It is basically a video game where you can do anything you want. Second life is literally my second life (pun intended lol). If you want to see more you can see these Second Life websites and blogs
Have you ever heard of second life (sl for short). It is basically a online game where you can do anything you want. Second life is literally my second life (pun intended lol). If you would like to see more you can see these Second Life websites and blogs
Have you ever heard of second life (sl for short). It is essentially a video game where you can do anything you want. Second life is literally my second life (pun intended lol). If you want to see more you can see these second life articles and blogs
Have you ever heard of second life (sl for short). It is basically a video game where you can do anything you want. sl is literally my second life (pun intended lol). If you would like to see more you can see these sl articles and blogs
117412 7292I enjoy searching by means of and I conceive this web site got some truly valuable stuff on it! . 883703
Have you ever heard of second life (sl for short). It is essentially a online game where you can do anything you want. sl is literally my second life (pun intended lol). If you want to see more you can see these Second Life articles and blogs
Have you ever heard of second life (sl for short). It is basically a online game where you can do anything you want. sl is literally my second life (pun intended lol). If you would like to see more you can see these Second Life articles and blogs
393018 73146I genuinely enjoy your site, but Im having a difficulty: any time I load one of your post in Firefox, the center of the web page is screwed up – which is bizarre. Could I send you a screenshot? In any event, keep up the superior function; I definitely like reading you. 904785
I love your blog.. very nice colors & theme.
Did you make this website yourself or did you hire someone to do it
for you?
Plz respond as I’m looking to construct my own blog and would like to find out where u got this from.
thanks a lot
I have discovered great blog posts right here.
I like the way you describe. Good!
fantastic and amazing blog site. I truly wish to thank you, for providing
us far better details.
Truly extremely happy to say, your article is very interesting to read.
Hmm it appears like your website
ate my first comment (it was extremely long) so I
guess I’ll just sum it up what I submitted and say, I’m thoroughly enjoying your blog.
I as well am an aspiring blog blogger but I’m still new to the whole
thing. Do you have any suggestions
for rookie blog
writers? I’d genuinely appreciate it.
54191 839738A thoughtful insight and suggestions I will use on my website. Youve certainly spent some time on this. Congratulations! 779153
638427 951519It is practically impossible to locate knowledgeable males and ladies during this topic, nonetheless you sound like do you know what youre discussing! Thanks 758703
wonderful and remarkable blog. I actually wish to thanks, for providing us better info.
808068 444069Id forever want to be update on new posts on this site , bookmarked ! . 98031
154084 847153This sort of wanting to come to a difference in her or his lifestyle, initial normally Los angeles Excess weight weightloss scheme is really a large running in as it reached that strive. weight loss 941562
This is really interesting, You’re a very skilled blogger.
I’ve joined your feed and look forward to seeking more of your fantastic post.
Also, I have shared your site in my social networks!
478146 592229Wow, cool post. Id like to write like this too – taking time and real effort to make a great article but I procrastinate too a lot and never seem to get started. Thanks though. 42825
I loved as much as you’ll receive carried out right here.
The sketch is tasteful, your authored material stylish.
nonetheless, you command get bought an shakiness over that you
wish be delivering the following. unwell unquestionably come
more formerly again since exactly the same nearly a lot often inside case
you shield this increase.
This post will help the internet users for setting up new weblog or even a weblog from start to end.
Howdy, i read your blog occasionally and i own a similar one and i was just curious if you get a lot of spam responses?
If so how do you stop it, any plugin or anything you can suggest?
I get so much lately it’s driving me insane so any support is very much appreciated.
I am truly delighted to read this website posts which includes plenty of valuable information, thanks for providing these kinds of information.
Right here is the right blog for anybody who wants to understand this topic.
You realize so much its almost tough to argue with you (not that
I really will need to…HaHa). You definitely put a fresh spin on a subject that’s been discussed for decades.
Wonderful stuff, just great!
Hi there, I discovered your website via Google
while looking for a comparable matter, your web site came up, it looks
good. I’ve bookmarked it in my google bookmarks.
Hello there, simply turned into alert to your weblog via
Google, and located that it is really informative. I’m going to watch out
for brussels. I’ll appreciate when you continue this in future.
Many people can be benefited from your writing. Cheers!
Wow that was odd. I just wrote an extremely long comment
but after I clicked submit my comment didn’t show up.
Grrrr… well I’m not writing all that over again. Anyhow, just wanted to
say wonderful blog!
Yes! Finally something about a.
Hmm it seems like your site ate my first comment (it was super long) so I guess I’ll just sum it up what
I wrote and say, I’m thoroughly enjoying your blog. I as well am
an aspiring blog blogger but I’m still new to everything.
Do you have any recommendations for beginner blog writers?
I’d certainly appreciate it.
Good day! Do you know if they make any plugins to help with
SEO? I’m trying to get my blog to rank for some targeted keywords but I’m not
seeing very good results. If you know of any please share.
Cheers!
Good information. Lucky me I ran across your site by accident (stumbleupon).
I’ve saved as a favorite for later!
I was curious if you ever thought of changing the layout of your site?
Its very well written; I love what youve got to say.
But maybe you could a little more in the way of content so people could connect with it better.
Youve got an awful lot of text for only having one or two images.
Maybe you could space it out better?
Tremendous things here. I’m very happy to look your article.
Thanks so much and I’m having a look ahead to touch you.
Will you please drop me a e-mail?
Thanks in favor of sharing such a fastidious opinion, paragraph is fastidious,
thats why i have read it completely
I really like it when individuals come together and share views.
Great blog, continue the good work!