We have today in the streets of Paris two advertising campaigns that demonstrate that some brands have understood this significant trend. Two emblematic European brands positioned "natural", Caudalie and Nuxe, call attention to the patents they have filed:
- Nuxe - whose signature is “Belle par Nature” ("Beautiful by Nature") - advertises "Merveillance, the Anti-wrinkle cream with 4 Patents".
- Caudalie refers to a patent as though it was crucial to the effectiveness of its products ... "there is no miracle ... there is a patent".
I would draw a parallel between this notion of "science" and Caudalie’s change of packaging in 2006: the brand had changed from a “lifelike” depiction of grapes to a more “technical” illustration (flat colour / use of silver).
Thus the strategies of the European "natural" brands are increasing in finesse and becoming more sophisticated - each of them working on their values and re-establishing the foundations of their legitimacy. It is interesting to note that none of the three has chosen to acquire a global label (Cosmebio or Natrue) for all of their products. Two of them have created Organic ranges (Nuxe and Yves Rocher have rounded out their offers with certified organic lines: BioBeauté by Nuxe and Culture Bio): To me it simply proves that the “natural” market is now structuring and differentiating itself.