MARCHÉ Marques de distributeurs en officine et des actifs sélectionnés par pictogrammes pour une com- par exemple, le bleu pour les inférieur. Pour traduire notre des pharmaciens à l’origine préhension immédiate. magnésium). Si, globalement, positionnement de challenger, de la fabrication des pro- il n’est pas question de créer nos marques ont leur propre duits. On trouve au sein de Des packagings en de rupture avec les univers au nom et identité graphique, cette gamme des complexes adéquation avec leur sein desquels se positionnent explique Jean-Pierre Juguet. élaborés tels les ferments lac- univers d’origine les produits, il est aussi impé- La valeur ajoutée de chaque tiques Probi 05 adultes (une ratif de se positionner comme référence (bio, 100 % eau de association de microbiotiques Les laboratoires et groupe- un concurrent direct des lea- mer, 98 % d’origine naturelle, et fibres prébiotiques), pour ments en lice reprennent, ders de la même catégorie : etc.) est mise en avant sur le traiter la flore intestinale. pour la conception des pac- « Notre objectif est de pro- facing de manière à rassurer De facture pharmaceutique, kagings, les codes des mar- poser des articles de qua- le consommateur surla qua- les packagings détaillent les chés investis (principalement lité égale ou supérieure aux lité du produit ». De son côté, souches et sont illustrés de leurs codes couleur, comme, produits de marque, à un prix la marque Alvita a pour souci manufacturer). Hence, a as the lactic ferments Probi it is necessary to position including storage needs, step further is taken: no 05 for adults (a combination these products as direct so as to avoid any product 22 reference to the group is of microbiotics and prebiotic challengers of the leaders deterioration. Thus, the no longer made, the ranges fibers) intended for the of the same category: “Our cardboard cases have introduce themselves under treatment of the intestinal goal is to offer products been reinforced to gain in their own name and with flora. Pharmaceutical, the that are of equal or higher solidity. “Packaging design their own autonomous visual packagings detail the strains quality than the brand-name has also been updated identity. “We treat them and use icons to ensure products at a lower price. to highlight the products as exclusive brands,” our immediate understanding. To translate our challenger they contain and save interlocutrice says. The same position, our brands have time for pharmacists,” the goes for the brand of 100% Packagings in line with their own name and graphic spokesperson of the brand natural food supplements their universe identity, explains Jean- says. The group Népenthès NutriPrescription (two Pierre Juguet. The added focuses on pedagogy that tinted glass jars that ensure The laboratories and value of each reference derives from the hierarchy optimal product preservation) wholesaler distributors (organic, 100% sea water, of information and the and, the more recent Nutri-S in this sector reiterate on 98% of natural origin, simplicity of the graphic Prescripton, which counts 8 their packaging design the etc.) is put forward on the charts. “All the packages (blistered) references. Their codes of the markets where facing in order to reassure are being updated to make distinctive feature: formulas they operate (mainly the the consumer about the them gain in personality with an optimal dosage colour codes, such as blue quality of the product.” For and visual impact via and active ingredients for magnesium). If, globally, its part, the Alvita brand colourful touches,” Camille selected by pharmacists that there is no question of is committed to offering Yammine says. As for the are at the origin of these marking a break with packaging solutions that brand of food supplements products. This range includes the universe in which the are perfectly in line with PharmaVie, it takes on elaborate formulations such products are positioned, the needs of pharmacies, brilliant colourful frames Novembre - 2018 Doses 73 / Le Magazine du Packaging des Produits de Santé