Page 169 - EM - Export Magazine Perfumery Edition

R R E E P P O O R R T T

displayed or photographed, the brand must exude its essence. Marcel-huet: Absolutely! Any brand wishing to be successful
And having someone in your camp that can ensure this is must have know its customer’s needs. And so it is true too for
priceless. an organisation supporting that brand. A new brand is expected

Question: The pandemic has shifted the balance between
e-commerce and brick-and-mortar sales. What are your
thoughts regarding this shift?
Marcel-huet: After the pandemic, everyone is looking to
reduce costs, especially costs related to establishing local
subsidiaries and also logistical costs. Certain eco-friendly
packaging like glass is also very expensive to transport. So
whether it’s a greater focus on optimising the utility of the
internet to reduce these costs, or investing in packaging options
such as aluminum as opposed to glass, I see brands investing
more in cost-cutting initiatives. Of course, post-pandemic,
supply-chain, and transport issues are on everyone’s mind.

Question: So is it true that companies, like CLÉDASIE, which
function largely to support a brand, as well as its relationships to
distributors, must have their thumb on the pulse of local consumer to already be responding to a demand. Niche brands too must
preferences? In other words its not just the brand’s job? have in its brand-offer based in what consumers demand.
For example, Sodachi has high standards for its eco-friendly
packaging, appealing to Gen Z, whereas Nescens, with its anti-
ageing stem-cell technology, appeals to Japan’s older population.
At times, more established brands with larger stocks require
more time and greater investment to make changes to their
formulas. Niche brands can generally have the capacity to be
more responsive. So, there is an advantage here. In fact, I would
say there are many advantages to being a niche brand and the
future may very well lie here...with the niche brand.

For more information on how IL Brand Consultancy can help you expand your brand,
please contact us on info@ilbc.co.uk or visit our website at www.ilbc.co.uk