Atelier Populaire, the manufacturer of organic and activist cosmetics, commissioned Wellbeing to carry out a study on the use of CBD in a medical context. Elsa Pomès, Director and co-founder of the brand, shares with us the main findings of this study and the brand’s future challenges.
Atelier Populaire is positioned as a manufacturer of organic and activist cosmetics. By launching a study on CBD, you’re broadening your field of action? Can you tell us more about the background to this study?
First and foremost, we’re passionate about cosmetics and innovation. CBD is an active ingredient with enormous potential in cosmetics, enabling us to develop high-performance organic formulas that create alternatives to conventional cosmetics containing, for example, endocrine disruptors or active ingredients derived from petrochemicals. We believe it’s important to do everything we can to promote the potential of new natural molecules. Today, it’s CBD, because this molecule of interest was kept on the sidelines by the absurd prohibitionist policies concerning hemp in general. Known for a long time, it could not be studied and used. Small, innovative players like us have every interest in bringing it to the attention of the general public.
This study reveals, among other things, that 65% of French people know about CBD. Of these, 17% use it on an occasional basis (consumers of different ages) and 26% intend to use it. Are these findings in line with Atelier Populaire’s intuitions?
We were surprised by how well known CBD is. In such a short space of time, to be so well known means that something is happening. The figures are in line with our intuitions. The French are looking for solutions to cope with stress, improve their relationship with their work or deal with painful events, and are therefore attracted to CBD. On the other hand, they are not yet aware of its potential in cosmetics – and we’ve got our work cut out for us! These results also echo the issues of the day, and confirm other research findings that reveal psychological distress at work among under-29s, managers and teleworkers.
What are the challenges ahead for Atelier Populaire as it looks to launch its CBD cosmetics range?
Introducing the French to the fantastic potential of CBD in cosmetics. For example, there’s the key issue of atopic skin and eczema. Today, the only solutions are based on cortisone, which can only be used temporarily, but many people need an in-depth treatment that relieves and helps. CBD is a real game-changer in this respect, as it has a powerful action on atopic skin.
The challenge in terms of communication will be to establish ourselves as the organic cosmetics brand that uses CBD in a sensible and scientific way, and to gain legitimate notoriety on these subjects.
If this theme is at the heart of your business thinking, contact our Welbeing teams!
For more information on Atelier Populaire: visit their website