Blancrème is an independent French cosmetics brand, "an indie", with sales of about ¤1.5 million. It is positioned in the clean beauty market segment, characterized by natural, healthy products. Launched in 2009, the brand is now sold in more than 1,000 boutiques in 15 different countries, but its values are still based on the three pillars of its initial commitment: healthy products, environmentally friendly packaging, and a social commitment to reindustrialization, which is materialized by French production at the Blancrème factory in Normandy.
In 2022, faced with a proliferation of new brands in the clean beauty sector, Blancrème decided to clarify its positioning. The brand wants to capitalize on its areas of differentiation by emphasizing its roots in Normandy.
This has resulted in a new brand platform, which now needs to be applied operationally to the product portfolio.