7# DEFINE THE BRAND’S MISSION

But by the way, yes… What is the mission of Marine Coton?

Research and brainstorming

To define the mission, I started by researching the competition, the market and its environment.

Then, I also started brainstorming to determine the values that the brand should convey:

The concept then became clear. My idea : to disrupt the codes of perfume by rethinking its use so that it is entirely dedicated to textiles.

I thought the brand’s first textile fragrance should represent this state of mind. That’s why I chose to offer it as a laundry detergent.

A bit of a gamble I admit. My goal: to transform an everyday product into a high-end product. That’s all it takes!

Definition of the mission

The mission was therefore to disrupt the codes, but not in any way…

First, I discovered that the brands on the market (at least the ones I had found during my research) offered either a scented detergent or an eco-friendly detergent. I thought it was a shame to always have to compromise on one thing.

I would later understand that not doing so was a technical innovation in perfumery. Thank you Serge De Oliveira, our perfumer, for taking up the challenge!

I wished that the customers could perfume their clothes without making concession for the environment by proposing a laundry detergent at the same time ecological and high-end. It was also essential that Marine Coton addresses everyone by creating a non-gendered scented detergent adapted to the most sensitive skins.

Finally, the French identity of the brand was part of a logic of valorization of the territory and of the product. Hmmm, what does that mean?

In fact, by producing locally in France, the brand could adhere to eco-design by integrating environmental protection from the design of the product via short supply and manufacturing circuits.

Of course, we will not hide it, the French identity also brought to the brand a significant upscale dimension.

The next step seems obvious today but gave me a hard time: finding the name of the brand.

To be continued…