{"id":197,"date":"2007-01-16T14:17:04","date_gmt":"2007-01-16T13:17:04","guid":{"rendered":"http:\/\/visionary.wordpress.com\/2007\/01\/16\/essensis-tiendra-t-il-ses-promesses\/"},"modified":"2020-11-17T19:51:12","modified_gmt":"2020-11-17T18:51:12","slug":"essensis-tiendra-t-il-ses-promesses","status":"publish","type":"post","link":"https:\/\/visionarymarketing.com\/fr\/2007\/01\/16\/essensis-tiendra-t-il-ses-promesses\/","title":{"rendered":"Essensis de Danone tiendra-t-il ses promesses"},"content":{"rendered":"<p>Danone joue la carte du \u2018Beautiful people\u2019 en lan\u00e7ant le premier yaourt qui rend beau : Essensis ! Ce yaourt s\u2019inscrit dans une nouvelle cat\u00e9gorie : la dermonutrition ou l\u2019alliance de la cosm\u00e9tique et de la nutrition. La niche des alicaments, jusqu\u2019ici associ\u00e9s \u00e0 la sant\u00e9, se trouve ainsi dot\u00e9e d\u2019un volet \u2018cosm\u00e9tique\u2019 qui permet \u00e0 Danone de surfer sur le flou scientifique et d\u2019\u00eatre ainsi moins rigoureux dans le rendu public des \u00e9tudes cliniques attestant de l\u2019efficacit\u00e9 de cette innovation.<\/p>\n<p><a href=\"https:\/\/visionarymarketing.com\/wp-content\/uploads\/2007\/01\/essensis1.jpg\"><img decoding=\"async\" class=\"aligncenter size-full wp-image-11274\" src=\"https:\/\/visionarymarketing.com\/wp-content\/uploads\/2007\/01\/essensis1.jpg\" alt=\"\" width=\"328\" height=\"150\" srcset=\"https:\/\/visionarymarketing.com\/wp-content\/uploads\/2007\/01\/essensis1.jpg 328w, https:\/\/visionarymarketing.com\/wp-content\/uploads\/2007\/01\/essensis1-300x137.jpg 300w\" sizes=\"(max-width: 328px) 100vw, 328px\" \/><\/a><\/p>\n<p>Sur le plan du relationnel consommateur<\/p>\n<ul>\n<li>il s\u2019agit d\u2019une innovation audacieuse : quid du consommateur non content du r\u00e9sultat ? La promesse induite par Essensis n\u2019est-elle pas illusoire et donc risque de d\u00e9ception pour le consommateur ? La marque Danone ne craint-elle pas de se compromettre voire m\u00eame de se discr\u00e9diter en vendant en quelque sorte du \u2018r\u00eave\u2019 et de la \u2018magie\u2019 (le packaging rose fushia y contribue largement et d\u00e9tonnera certainement dans les lin\u00e9aires !).<\/li>\n<li>le plan de communication sera tout aussi glamour si l\u2019on en croit CBS NEWS : sont au programme d\u00e8s la fin f\u00e9vrier 2007 de la t\u00e9l\u00e9vision, de l\u2019affichage, de la presse et de l&rsquo;Internet ainsi que du teasing et de l\u2019\u00e9v\u00e8nementiel. Ce qui me semble le plus pertinent et novateur dans ce plan est la mise en place dans le magasin Le Printemps d\u2019un beauty bar qui permettra des d\u00e9gustations et la d\u00e9couverte d\u2019un livre ludique et explicatif sur le produit, baptis\u00e9 \u00ab\u00a0D\u00e9claration universelle des droits de ma peau\u00a0\u00bb : il est en effet essentiel d\u2019\u00e9duquer le consommateur \u00e0 ce produit d\u2019un nouveau genre et de cr\u00e9er une connivence gr\u00e2ce \u00e0 un vocabulaire et des codes que les consommateurs et la marque pourront partager!<\/li>\n<\/ul>\n<p>Sur un plan plus scientifique,<\/p>\n<ul>\n<li>Essensis se positionne sur une niche porteuse qui conna\u00eet un essor fulgurant au japon. Mais comme une innovation n\u2019en serait pas une si elle n\u2019\u00e9tait pas controvers\u00e9e, la dermonutrition est source de nombreuses pol\u00e9miques : un marshmallow au collag\u00e8ne sens\u00e9 rendre les l\u00e8vres pulpeuses et produit au Japon est d\u00e9j\u00e0 <a href=\"http:\/\/www.ap-foodtechnology.com\/news\/ng.asp?n=69342-eiwa-confectionery-collagen-skin-health-cosmeceuticals\" target=\"_blank\" rel=\"noopener noreferrer\">vivement critiqu\u00e9<\/a> !<\/li>\n<\/ul>\n<p>Essensis est sans conteste une innovation et pourrait bien changer notre rapport avec la nourriture : relier l\u2019alimentaire \u00e0 une promesse cosm\u00e9tique voire esth\u00e9tique est in\u00e9dit ! Reste \u00e0 savoir si les promesses seront tenues \u2026 en attendant, les effets d\u2019Essensis ont embelli le cours de bourse de Danone !!<!--\/codes_iframe--><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Danone joue la carte du \u2018Beautiful people\u2019 en lan\u00e7ant le premier yaourt qui rend beau : Essensis ! Ce yaourt s\u2019inscrit dans une nouvelle cat\u00e9gorie : la dermonutrition ou l\u2019alliance de la cosm\u00e9tique et de la nutrition. La niche des alicaments, jusqu\u2019ici associ\u00e9s \u00e0 la sant\u00e9, se trouve ainsi dot\u00e9e d\u2019un volet \u2018cosm\u00e9tique\u2019 qui permet &hellip;<\/p>\n","protected":false},"author":6,"featured_media":11274,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[6],"tags":[],"class_list":["post-197","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing-innovation-fr"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.5 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Essensis de Danone tiendra-t-il ses promesses<\/title>\n<meta name=\"description\" content=\"Danone joue la carte du \u2018Beautiful people\u2019 en lan\u00e7ant le 1er yaourt qui rend beau Essensis Ce yaourt s\u2019inscrit dans une nouvelle cat\u00e9gorie\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, 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