Givaudan evolves brand strategy, initiates “human by nature” identity
17 Feb 2022 --- Beauty company Givaudan unfolds its new brand identity, human by nature. The change aims to adapt to shifts in societal and consumer attitudes to collective well-being, including the planet’s health.
“It speaks to the consumer shift taking place, with less focus on the individual to a more collective experience, and desiring products that not only make them feel good but do good too,” Stefanie Lauber, head of corporate communications at Givaudan tells PersonalCareInsights.
“We connect humans to nature through our products, and nature is also a source of inspiration for our creations. This interconnection is why we also want to care for and protect nature, showing our love for nature in everything we do.”
The evolution of Givaudan’s brand reflects the changes in its portfolio over the past few years, expanding beyond fragrances and into beauty and well-being, Marie-Laure André, head of communications fragrance and beauty at Givaudan explains to PersonalCareInsights.
“Our brand is evolving to fully reflect the company we are today and our vision for the future,” comments Gilles Andrier, CEO at Givaudan.
Innova Market Insights notes “Shared Planet” to be the number one trend for 2022.
Holistic beauty and purposeful society
The company notes that the changes respond to desires to improve positive impacts on people, society, and the planet.
Givaudan celebrates the beauty of living with nature by changing its brand image.
“It is about the beauty of human experience and how we seek to elevate that experience with the products and solutions we craft,” says Lauber.
Andrier explains that the company is invested in showing its love for nature to create happier and healthier lives.
Givaudan has observed shifts in social expectations that focus on responsible consumption of products.
To elaborate, Givaudan acts as an agent that wants to connect humans to nature toward a more purposeful society. Thus, it reflects on its role and its value to its clients.
The company has already taken steps such as 20 acquisitions and tapping into nutrition, health, beauty and well-being industries.
Givaudan also received a double-A rating by CDP Suppliers for water security and actions combating climate change in recent moves.
By Venya Patel
