PiNG! Connecting with Your Consumer - Flipbook - Page 106
PiNG!
CHAPTER 4
INNOVATION THROUGH NEW BENEFITS—CAUDALIE
Finding a Gold Mine
in Wine By-Products
WHAT UNTAPPED
PROCESS STORY
DOES YOUR BRAND
HAVE?
106
Marketing French heritage. In the 1970s, a family
vineyard in the Bordeaux region of France was just marginally successful. So, they decided to compete outside of their
existing area of expertise by modifying their wine by-products
(specifically, leftover grape seeds) to create a new line of skin
care products. The products would feature polyphenols, an anti-aging compound found in grapes. The Caudalie product line
was born in the 1990s when the vintners partnered with a professor of pharmacy who identified a new benefit in what had
been seen only as waste. Today, the Caudalie line of natural skin
and personal care products has become a global powerhouse.
Caudalie’s PiNG point is the unique wine by-product ingredient that offers a new, natural benefit. The brand also connects
with the consumer by selling the heritage of French wine in
a different way. Such an appeal works both with consumers
who associate French wine with quality and those who love the
heritage-based tradition offered in French vineyard folklore.
