Since its origin in 1995, sustainability has been central to Caudalie’s ethos. Today, with a range of claims from Family-Owned to 1% For The Planet, they need to shout about their positive impact, but find that sustainability initiatives often get lost in translation.
In a competitive market, it’s difficult for Caudalie to get the airtime that they deserve, as they compete for recognition with other brands, many of whom are less impact-driven. Annual sustainability awareness campaigns help, but they are occasional, and driving awareness by securing media coverage can be a lottery.
Marketing Manager, UK & Ireland