INGRÉDIENTS crisis, but the latter has only amplified these phenomena, and espe- DE QUALITÉ cially among consumers. Personalization, too, is part of the current POUR COMPLÉMENTS trends. Also, via an online questionnaire, internet users enter their ALIMENTAIRES data and expectations, and we offer them an adapted routine. We wanted this interface to be simple enough to be easy to access to as much people as possible. This exercise proved to be a delicate one because it remains difficult to position the cursor between scientific MÉLATONINE popularization and tangible evidence of effectiveness. • qualité excellente, BP 2012 • contribue à maintenir le Actif’s Mag: In your opinion, what are the obstacles for a new rythme veille-sommeil brand of food supplements? • prévient les effets du Julien Lefeuvre-Gibeau: In this ever-changing sector, and espe- décalage horaire cially since the crisis, building a reputation remains the challenge. • diminue le temps The aim is to build a close relationship with the consumer and not d’endormissement to deceive them with misleading promises. Their satisfaction with the result obtained is paramount. Analyses Actif’s Mag: What communication strategy haveyou put in d‘ETO place to make yourselfknown to thegeneral public? Julien Lefeuvre-Gibeau: Social networks mainly make it pos- sible to make ourselves known to the general public (Facebook and Instagram) and the professional community (LinkedIn). They are good communication relays. But a good SEO of the website remains a key point in this strategy. And generating traffic on it. For this, we have planned to develop a blog with targeted articles. ASHWAGANDA Actif’s Mag: How do you picture BeHyggie in the coming • avec analyses des years? pesticides et d’ETO • favorise la détente et la Julien Lefeuvre-Gibeau: A strong relationship between the brand résistance au stress and its consumers is really the goal of BeHyggie, so why not consi- • pour la bonne mémoire et der consolidating it via a dedicated application… • la bonne concentration • au pouvoir Comments collected by Elisa Duclos anti-inflammatoire L-TRYPTOPHAN • fermentative, avec analyse des impuretés • contribue au bon équilibre émotional • peut favoriser l’endormissement • précurseur de la sérotonine, «hormone du bonheur» Veuillez contacter Anja Benthin benthin@pfannenschmidt.de Tel. +49 40 555 866 29 www.pfannenschmidt.de #76 C · S S G F M · P - 73 -GAM s’fitcA O · R G 0 0 A 0 N 2 I C 2