Epycure’s weight loss routine This summer, Epycure has launched on the market its weight loss routine: a "Boost Métabolisme" (blueberry-flavoured tablets formulated with cola, choline and chromium), a "Complexe perte de poids" treatment based on artichoke, prickly pear, mango seeds, chromium and zinc, and "Poudre à canon", a drainage powder that contains guarana, mate and pumpkin seed protein. A small booklet is provided with each pack ordered. Angélique d’Esclaibes, founder of the brand, expounds her vision of the weight-loss market. Actif’s Mag: The weightloss market is complex, Personalization is important as it offers individual ap- mishandled at times, but still alive—how do you explain proaches by considering weight loss as a whole and by un- that? derstanding the underlying “problem”: fatigue that leads to Angélique d’Esclaibes: One thing is sure: the obesity rate cravings, sleep problems that lead to weight gain, slow me- in France is on the increase with over 17% of the population tabolism, complicated digestion... Moreover, it comes with currently affected. Between an increasingly sedentary lifestyle major benefits as it includes counselling adapted to con- (office work with all things delivered, remote work etc.), pro- sumers: healthy lifestyle, diet, recipes etc. depending on the cessed/fast-food (boosted in particular by the rise of food de- profile of each individual. livery services such as Deliveroo and UberEats) and limited physical activity, an ever-higher number of French people tend Actif’s Mag: Which are, in your opinion, the growth to be putting on difficult-to-get-rid-of-pounds. drivers in this sector for food supplements? Even if the “body positivism” trend is gaining momentum, Angélique d’Esclaibes: The same growth drivers as in any weight-loss is still reprehended. The products sold online other segment: online purchases, traditional marketing (TV, have many times been obscure and opaque. Many players media, advertising displays), word-to-mouth and recom- have abused of consumers’ naivete luring them into subscrip- mendations, a brick-and-mortar presence (in particular via tions, offering insufficiently dosed products or praising wonder Bon Marché or Monoprix, in our case) for the clients who weight-loss pas tat only worsened the situation want to buy a product without further ado. In the with consumers regaining their initial weight or long term, it is important to work in close part- putting on even more pounds. The French are nership with the health professionals, es- currently looking for traceable, transparent pecially with nutritionists, so that they and natural products, whose effectiveness propose to their clients products that is reflected into tangible benefits (no can support them in their weight loss more cravings, metabolism activation, process. appetite suppression etc.). They want to be guided, in all honesty, as part of a Actif’s Mag: Howdo you think this global approach in order to attain long- market will evolve over the next term effectiveness. years? Angélique d’Esclaibes: The French Actif’s Mag: Howdid the health crisis continue to be increasingly sedentary so, impact you in this weight loss market? unfortunately, this market is due to grow. Angélique d’Esclaibes: The demand for Nevertheless, it is currently experiencing a real weight loss products is not the one that increased transformation. Consumers are no longer looking for the most, in our case. Our customers were rather looking “wonder pills” that promise instantaneous, effortless weight for products helping them to relieve their stress, improve loss. They are looking for a more honest, transparent, nat- sleep and boost their immunity. During the lockdown, ural and clean offering. They have also understood that a we nevertheless saw a peak in the demand for weight loss global approach is more effective, whether in terms of rebal- products following the global weight-gain among the French ancing one’s diet on the long term and sustainably acquiring population. healthy lifestyle changes, rather than fall prey to false prom- ises and ultimately developing the yo-yo syndrome and/or Actif’s Mag: What role does personalization play in regaining the lost weight. • weight loss? How do you imagine it? Angélique d’Esclaibes: In order to achieve long-term weight Comments collected by Elisa Duclos loss, it is important to understand its underlying cause. ecneicS — ecneicS- 451 -