Walk in Provence for Good or Good
Julie
A stroll in Provence, solid cosmetics that smell good from the South!! ☀️
“ At Bien ou Bien, like you , we want the world of tomorrow to be truly good . So we have brought together here simply good goods : everyday products , in a more sustainable and supportive version. ”
Opio is a small village in the Cannes hinterland, perched at an altitude of 300 meters. Roses are grown there, transformed each year into a delicate perfumed water. But the town is also bordered by olive fields. Moreover, the Moulin d'Opio, built in 1848, is one of the few still in operation in the region. In other words: this is Provence in all its splendor. This is where Alexandre Vidal is based with his family. It is also the headquarters of Balade en Provence , its solid cosmetics brand.
Originally from Mende, in Lozère, Alexandre worked in the commercial field in Paris and Los Angeles, before returning to his studies at the University of Phoenix, for an MBA in international management. He then spent around ten years at Church & Dwight Co., a large group that owns, among other things, Batiste dry shampoos. Based in the United Kingdom, he became director of the export division. When the desire to return home comes, between finding a new position and creating his own, the choice is made: he will create his own cosmetics company.
Plastic is illogical
In 2018, it launched a very first product classically packaged in plastic. “I was frustrated by the management of this packaging. Everything was illogical. It clicked: in fact, we don't need plastic!”, he remembers. And at the time, few brands positioned themselves in the solid niche: “I wanted to offer an organic, clean and Made in France version” . These are the main bases of Balade en Provence , born with a first range that is quite short for the body.
It clicked: we actually don't need plastic!
The brand is developing its products quietly but surely until 2019, always using artisanal manufacturing in French workshops. From the beginning, Balade en Provence chose cold saponification for its cleaning products : “to make soaps, you have three techniques: some soapmakers use bondillons, large “ready-to-use” soap pastes. Then, Marseille soap is a great technique for cleaning clothes or the house, but we boil the oils for a long time... On the contrary, we chose cold saponification: it's like a good olive oil. organic olive from Corsica... You are certainly not going to cook it, but rather season a salad so as not to damage it! So at Balade en Provence, we use high-end oils (safflower, hemp, apricot kernel, rosehip, etc.) and we do not heat them to preserve their properties.”
We use high-end oils (safflower, hemp, apricot kernel, rosehip, etc.) and we do not heat them to preserve their properties.
The night balm bet
“There, our “lucky break” was the release of the night balm. It was a new use, for a product that replaces night cream: the balm melts on the skin. It was a real innovation and a risky bet... We had to find the right ingredients and the right recipe. Would consumers be satisfied? , recalls the entrepreneur. The answer is yes: “big surprise, people wrote to us to thank us. People with sensitive skin who could finally put an end to reactions and predict what their skin would be like a few weeks later.”
This is a key moment: “I tell myself that we are onto something... We have confidence in this product, we have found a great selection of ingredients... So we then decide to focus on solid care for the face , all entirely composed of ingredients of natural origin: eye contour balm , day balm …” . The base of loyal customers with sensitive skin is enriched by other people with normal or dry skin - “the formulas are very rich” .
So, why choose solid for our faces? “In a liquid cream, there is a majority of water… And therefore preservatives. In solid cosmetics, these additives are not necessary! In addition, this allows us to avoid plastic packaging, whose recycling rate is not very good: our packaging is made of compostable cardboard, printed with vegetable inks”.
Our packaging is made from compostable cardboard, printed with vegetable inks.
“Move to solid”
In 2020, an Ulule campaign intends to democratize solids, with the slogan “Move to solid”! Since then, Balade en Provence has continued to formulate new products, carefully tested by loyal customers. “We are quite slow in terms of development,” smiles Alexandre. For a future novelty, we are already at 9 reiterations!”. Today, all facial balms are certified organic and carry the Cosmos Organic label. The soaps for the face and body are labeled Cosmos Natural, while the hair products are in the process of certification.
For the sourcing of raw materials, “we integrate as many ingredients as possible from the region and around the Mediterranean. We also look for more ecological ingredients - even if not necessarily Provençal - such as hemp, which gives texture to our balms. We have not yet found a satisfactory alternative to ingredients produced far away, such as cocoa butter. But it’s really a hot topic, we’re looking at it closely!” . From the Opio office, Provence is also a large source of inspiration, for the packaging for example, decorated with features symbolizing the local trails. Or for the scents: like the region, the brand's treatments smell of immortelle, orange blossom or citrus fruits. "
