Nutriform Business Days 2018\ Event - N°65 2018 under the spotlight (over €3 billion, which is 3 times more thanand communication weapon?”This is the the French market). Through the share of question raised by Eric Phélippeau, CEO health professionals - mostly general practi-and founder of By Agency Group (and also tioners - that prescribe food supplements. AllCo-Chairman of the Health Club of ADETEM this could be a model, and why not, a source- French National Marketing Association). of inspiration or at least of interrogation forHe also reassured the particpats- the food supplement brands. be - about the role of a brand: it is the brand that “communicates life, gives meaning to How to innovate? a product, shapes its perception and deve- Aline Nogaret Innovation remains a core focus for the com-lops its value”. Before recalling that in the panies in this sector. According to an “Inno-particular case of food supplements, “we vation & Open Innovation” survey conducted are not dealing with an imposed product in 2017, over 80% of 800 companies sur- butwith a product the consumer is looking veyed rated the importance of innovation with for”.Before creating a packaging solu- 5 on a scale on which the highest possible tion, it is important to develop its brand score was 5. Nevertheless, there are still “platform” - in other words, to identify its obstacles to innovation. Its process is stilltarget, status and positioning, its distribu- defi ciently mastered. This applies to most tion channel, its price, identity, and finally,Eric phelippeau brands. Thus, 15% of innovation projects its communication strategy. Eric Phélip- result in a new brand. The developers stillpeau illustrated his statements by providing haven’t been able to solve out this questionseveral entry keys. The brand - for instance, (fantasy?): promoting a new product under Bion3, Oenobiol, Juvamine, Arkopharma, 149 an existing brand is less expensive and lessNovanuit, EAFit…. The indication - Stress risky than launching a new brand ex nihilo.and Sun, Weight Loss Stimulant, Jonits, “What if this were only a theory?” Aline Tonus-Vitality, Digestion. The ingredient: Nogaret raised the question. For this mar- spirulina, turmeric-thyme, royal jelly. The keting and communication specialist, “food target by means of the packs that describe supplement consumers have a high accep- it - kids and juniors, women, the over 50s tability level BUT, nevertheless, they do etc. not give a blank check to all the foms or fThe predominant graphic style of the pac- extension of a brand”. This is what Aline kaging also plays its part as it can make Nogaret explained in her case studies of references to several universes (medical, brand failures. She also analysed the vulne- cosmetics, organic/natural, consumer rability factors. She carried out a difficultgoods). In fact, packaging design is a stra- task: not just mere rhetoric but opened thetegic and operational weapon that plays its way forward for reflection. own, distinctive role within the innovation “Packaging Design, a strategic, operational process. News on Functional & Health Ingredients \ N°65 \ October - November - December 2018 \ ■