How to launch an ethical and responsible brand?

Comment lancer une marque éthique et responsable ?

In this podcast, Marion, co-founder of Elia, meets Justine Hutteau. They share with us their entrepreneurial journeys, what led them to found Elia and Respire.


How to create a company? Why create an affinity brand?


For both Justine and Marion, the creation of their brands started from a personal story: the diagnosis of a benign breast tumor for Justine, and the impossibility to find non-irritating sanitary pads for Marion. Justine found herself faced with a need in her personal life: to find a deodorant and, more broadly, beauty and hygiene products that are healthy for her and that are eco-responsible.
Justine joined forces with Thomas to create her brand, and quickly became an expert in her field. Knowing your market, knowing what you are talking about and becoming an expert in your field is very important.
For the creation of Elia, Marion and Apolline surrounded themselves with professionals: researchers in bacteriology, gynecologists, midwives, to find the best composition of menstrual panties. Justine, relied on laboratories and doctors in pharmacies to create her first deodorant.


In addition to surrounding themselves with industry professionals, Respire and Elia have built a community of testers to help develop a brand. Co-creation allows to collect testers' opinions, and to get more people on board with the same project.


Why create an engaged brand?


A brand can be committed on several aspects: eco-responsibility, product composition, societal level etc...


Creating a committed brand means having and transcribing strong values, which engage a large number of people throughout the product life cycle: suppliers, the brand itself, but also consumers who become ambassadors and even prescribers of the brand.
For Justine, benevolence, transparency and optimism are the key values of her brand.


What advice do you have for starting out as an entrepreneur?

Whether it's for motherhood, a move, or many other things in life, the key is to trust yourself, to have confidence in yourself. Your only limits are the ones you impose on yourself. You must succeed in detaching yourself from your limiting thoughts, surround yourself with good people, who give you advice, and who pull you up.
We often tend to believe that when we have a project, we should keep it to ourselves. Nothing forces you to do so, you can talk about it around you, to collect opinions, advice and keep the positive of what comes out.


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