aurantium), with an improvement felt by 79% of consumers af- “We do not compromise between organic and efficiency,” says ter one month of use (use test on 149 respondents). Lucie Gourjault. Hence a range composed of vegetarian cap- For PiLeJe, it is the Melioran® supplement - positioned in “the sules, certified vegan “whichreconciles all the criteria ». These management of emotional overload and mood fragility”, ex- are the ones that allow the brand to develop its rotations in the plains Pauline Pillu, head of the phytotherapy group - that shelves - where there is by definition no advice. The consumer “ticks” both boxes. Effectiveness? It was shown via a study finds himself in the offer via a specific color code identifiable (2018) that highlighted the rapidity of action of the formula with the benefit (in this case, the dark blue). Anther poin ofto based on rhodiola and saffron stigmas: six weeks of supple- differentiation: “we do not offer a reference with melatonin like mentation at a rate of two tablets per day improved symptoms our competitors”. The positioning chosen by Biosens “allows us in 85% of patients, symptoms that disappeared in 70% of them to recruit consumers among Millenials while continuing to tar- with a 58% reduction in Hamilton score (see column). A “turn- get the core of the category, the 40-50 years old”. key” solution for a consumer “reassured” by the formula based on a Phytostandard® extract of Rhodiola roots and Safracetin® FORMULAS THAT ARE OFTEN SIMILAR saffron stigma extract (titrated in crocetin and safranal). With its Fight against stress with magnesium and adaptogenic plants. other references in stress (Formag with magnesium) and sleep Sleep through plants known for their effect on sleep and of (Chronobiane with melatonin or Noctesia® with eschsholtzia course the inevitable melatonin. The formulas are often more and valerian), PiLeJe surfs the wave of effectiveness and natu- or less inspired by the same families of ingredients. So where ralness. Which is shown to the consumer with adedatedhlfic se does the differentiation come in? in the pharmacies because “these are almost individualized The ingredients, of course. An extract of saffron is not the same solutions following the advice of the pharmacist”. as another. Nor is rhodiola extract. This R&D bonus for ingredi- NovaNuit® Triple Action thus highlights a consumer satisfac- ent suppliers is even more of a differentiating factor when it is tion rate of 85% (usage test on 160 respondents in March 2021). visible to the consumer. The classic B2B approach is being ex- A specificity reserved for pharmacies? How is the offer struc- tended to B2B2C. Examples include Lactium®, some saffron ex- tured in supermarkets? At Biosens (Lea Nature group brand tracts, etc. (see the ingredients section). Another element that dedicated to food supplements), a single leitmotiv: organic. contributes to the differentiation of formulas and therefore to #76 GAM s’fitcA