摘要：当下美妆个护领域，尤其在营销层面上，主打“天然护肤”早已成为行业内卷的“口号”，如何构建一套“硬核科技+柔软体验”的叙事逻辑成为各大“天然护肤”品牌们最关心的问题。

领略传统工艺与天然成分的共生法则。

《中国化妆品》杂志 | 李珠莲

当下美妆个护领域，尤其在营销层面上，主打“天然护肤”早已成为行业内卷的“口号”，如何构建一套“硬核科技+柔软体验”的叙事逻辑成为各大“天然护肤”品牌们最关心的问题。

近期，《中国化妆品》杂志采访了法国天然护肤品牌La Bonne国际市场负责人Taz Dean，共同探讨全球美妆新生态下，如何让法国百年护肤智慧对接中国新消费生态，不仅关乎产品创新，更关乎文化符号的传播与信任机制的共建。

法国天然护肤品牌La Bonne国际市场负责人

Taz Dean

CCR：

La Bonne强调“法国本土制造”和“天然护肤”，请问品牌最初创立的核心理念是什么？

Taz Dean：La Bonne的创立源于我们对法国美容传统的深刻理解和对自然护肤的坚定信念。我们始终相信，真正有效的护肤品应该回归本源——既要传承法国悠久的护肤工艺，又要充分利用大自然的馈赠。因此，品牌从创立之初就确立了三大核心原则：本真性、精湛工艺和自然创新。

具体来说，我们致力于将法国本土的专业护肤技术与纯净的天然成分完美结合。每一款产品都凝聚了法国化妆品工匠的智慧结晶，精选经过科学验证的活性成分，同时严格剔除不必要的添加剂。在La Bonne，我们重新定义了天然护肤的概念——它不应该是复杂难懂的，而应该是简单、有效且值得信赖的。我们希望通过这种"少即是多"的理念，让全球消费者都能轻松享受到源自法国的高品质天然护肤体验，在呵护肌肤健康的同时，也能感受到法式生活美学的独特魅力。

CCR：La Bonne emphasizes "Made in France" and "natural skincare." What was the brand's founding philosophy?

Taz Dean:La Bonne was born from our deep appreciation of French beauty traditions and unwavering belief in natural skincare. We’ve always held that truly effective skincare should return to its roots—honoring France’s time-tested craftsmanship while harnessing the gifts of nature. From the outset, we established three core principles: authenticity, artisanal excellence, and natural innovation.

Specifically, we strive to perfectly blend France’s expert skincare techniques with pure, natural ingredients. Every product embodies the wisdom of French cosmetic artisans, featuring scientifically validated active ingredients while rigorously excluding unnecessary additives. At La Bonne, we’ve redefined natural skincare—it shouldn’t be complicated but simple, effective, and trustworthy. Through this "less is more" philosophy, we aim to bring high-quality, natural French skincare to consumers worldwide, offering not just skin health but also the unique charm of French lifestyle aesthetics.

左右滑动查看图片

CCR：

如今全球护肤市场竞争激烈，您认为La Bonne与其他品牌相比，最大的竞争优势是什么？

Taz Dean：首先，我们坚持使用经过严格筛选的优质天然成分，每款配方都经过法国实验室的科学验证，确保安全有效。其次，我们延续了法国美容行业严谨的工艺标准，在保持配方纯净度的同时追求卓越功效。最重要的是，我们建立了完整的透明度体系，从原料溯源到生产工艺都向消费者公开，这种真诚的沟通方式赢得了市场的信任。正是这种对品质的执着追求和对透明度的坚持，让La Bonne在众多护肤品牌中脱颖而出。

CCR：The global skincare market is highly competitive. What do you consider La Bonne’s key advantages over other brands?

Taz Dean:First, we insist on rigorously selected, premium natural ingredients, with every formula scientifically validated by French labs to ensure safety and efficacy. Second, we uphold France’s stringent beauty industry standards, maintaining formula purity while delivering outstanding results. Most importantly, we’ve built full transparency—from ingredient sourcing to production—which has earned consumer trust. This relentless pursuit of quality and commitment to openness sets La Bonne apart.

CCR：

随着消费者对护肤的需求不断变化，以及科技的不断进步，您认为未来护肤行业的发展趋势是什么？

Taz Dean：首先我们观察到护肤行业正在经历一场深刻的变革，比如个性化护肤正在从概念走向主流。通过AI皮肤检测和基因分析等技术，消费者不再满足于"一刀切"的解决方案，而是期待完全定制化的护肤方案。

其次，微生物组科学正在重塑产品研发逻辑。未来护肤品不仅要考虑皮肤表层需求，更要关注与皮肤微生态的和谐共生。

第三，可持续性已成为不可逆的行业标准。从环保包装到碳足迹追踪，消费者越来越关注产品背后的环境责任。此外，我认为虽然在人工智能方面，AI、大数据等技术日新月异，但消费者对产品安全性和天然成分的追求从未改变。在这些趋势下，La Bonne确保在行业变革中既保持品牌特色，又能持续引领创新方向。

CCR：As consumer demands and technology evolve, what trends do you foresee shaping the skincare industry?

Taz Dean:We see the industry undergoing profound shifts. First, personalized skincare is moving from concept to mainstream, driven by AI diagnostics and genetic analysis—consumers now expect tailored solutions.

Second, microbiome science is redefining R&D. Future products must address not just surface needs but also harmony with the skin’s ecosystem.

Third, sustainability is now non-negotiable. From eco-packaging to carbon tracking, consumers prioritize environmental responsibility.

While AI and big data advance, the demand for safety and natural ingredients remains unchanged. La Bonne will stay true to its ethos while leading innovation in these areas.

CCR：

环保和伦理消费是全球趋势，La Bonne如何践行ESG理念，顺应这一创新趋势？La bonne 在包装、原料采购或碳足迹方面有哪些具体实践？

Taz Dean：La Bonne始终积极践行社会责任与可持续发展理念，将ESG原则深度融入其日常业务实践之中。在环境保护方面，品牌大力推行使用环保包装材料，从包装设计到选材都严格遵循绿色环保标准，力求降低包装废弃物对环境造成的负担。

在原材料采购环节，La Bonne建立起一套严谨且完善的采购体系。通过与可靠的供应商合作，确保原材料的来源合法合规、可持续，并且在整个采购过程中，充分考虑对生态环境和当地社区的影响，以负责任的方式获取原材料。此外，La Bonne 还致力于减少碳足迹，不断优化生产流程和物流配送体系，采用节能减排的技术和设备，降低能源消耗和温室气体排放。

CCR：With ESG a global priority, how does La Bonne align with this trend in packaging, sourcing, and carbon footprint?

Taz Dean:La Bonne deeply integrates ESG into daily operations. Environmentally, we prioritize eco-friendly packaging, adhering to green standards to minimize waste.

In sourcing, we’ve established rigorous partnerships with ethical suppliers, ensuring sustainable, traceable ingredients while respecting ecosystems and local communities.

We’re also reducing our carbon footprint by optimizing production, logistics, and energy-efficient technologies to cut emissions.

CCR：

中国市场的护肤需求增长迅速，但竞争激烈。La Bonne是否可以分享其进入中国市场的计划？会采取哪些策略来吸引中国消费者？

Taz Dean：中国护肤市场的爆发式增长，既源于消费者对功效性、精细化护理的升级需求，也得益于数字经济驱动下的渠道多元化机遇。在渠道布局上，La Bonne计划采用跨境电商与线下渠道并行模式，一方面借助中国本土电商平台拓宽线上触达，另一方面与连锁商店、高端百货合作，深化线下渗透，同时携手豪华酒店及水疗中心，将产品融入高端消费场景，塑造品牌高端形象。

在营销推广层面，我们也有相关规划，通过与关键意见领袖（KOL）展开战略合作，结合本土消费者偏好输出内容，提升品牌知名度；并在保持品牌核心的前提下，针对性调整产品配方与设计，以满足中国消费者的特定需求，实现精准获客与长期留存。

CCR：China’s skincare market is booming but competitive. What are La Bonne’s entry strategies to attract Chinese consumers?

Taz Dean:China’s growth stems from demand for efficacy-driven, tailored care and digital-driven retail diversity.

For channels, we’ll adopt a hybrid approach: leveraging cross-border e-commerce and local platforms online, while partnering with premium retailers, department stores, and luxury hotels/spas offline to elevate our brand image.

In marketing, we’ll collaborate with KOLs to create localized content, enhancing visibility. We’ll also adapt formulations and designs—without compromising our core—to meet Chinese preferences, ensuring long-term engagement.

CCR：

目前中国市场繁荣很大一部分依赖数字化营销，La Bonne计划如何将法式品牌叙事融入中国的新媒体环境？

Taz Dean：为了将法式品牌故事自然融入中国新媒体环境，La Bonne确实会围绕本地化数字营销发力。比如将法式护肤理念转化为贴合中国消费者日常需求的短视频、图文笔记。我们也深知与中国本土内容创作者合作的重要性，通过携手各领域才华横溢的创作者，共同打造贴合中国消费者喜好与文化语境的优质内容。同时，未来我们将会积极构建强大的社交媒体影响力矩阵，利用不同社交平台的特性与优势，全方位、多层次地触达目标受众。

更重要的是，我认为线下沉浸式的品牌体验，能助力La Bonne以一种与中国文化深度契合、紧密相关的方式，与广大中国消费者建立起真挚且持久的联系，从而在中国市场站稳脚跟并赢得消费者的青睐。

CCR：Given China’s digital-heavy marketing, how will La Bonne blend French storytelling with local platforms?

Taz Dean:To naturally integrate French narratives, we’ll focus on localized digital campaigns—translating our philosophy into relatable short videos and social posts.

Collaborating with local creators is key; their culturally resonant content will help us connect authentically. We’ll also build a robust social media ecosystem, leveraging each platform’s strengths for multi-layered outreach.

Beyond digital, immersive offline experiences will deepen our bond with Chinese consumers, fostering lasting loyalty.

CCR：

“法国制造”在美妆行业是品质的象征，但成本也较高。La Bonne如何平衡本土化生产与全球化竞争？

Taz Dean：“法国制造”既是我们的品质烙印，也是全球化竞争的差异化标签。我认为平衡两者关系一方面，着力优化供应链效率，借助法国本土的专业技术精心研制独特配方，并以高端定位凸显自身价值主张；另一方面，积极精简生产流程，精心挑选性价比出众的优质原料，同时保障物流高效运转，以此为消费者提供实惠的价格。我们坚信，法国奢侈品所蕴含的魅力与价值不应只被少数人享有，每个人都值得从中受益。正因如此，La Bonne全力以赴，致力于让高端护肤产品触达更广泛的消费群体，在坚守卓越品质的基础上，为大众呈上高品质且优雅的护肤解决方案。

CCR："Made in France" signifies quality but comes at a cost. How does La Bonne balance local production with global competitiveness?

Taz Dean:"Made in France" is both our hallmark and differentiator. We balance this by optimizing supply chains, crafting unique formulas with French expertise, and positioning ourselves as a premium yet accessible brand.

Streamlining production, selecting cost-effective premium ingredients, and ensuring efficient logistics allow us to offer fair pricing. We believe French luxury should be inclusive—La Bonne is committed to delivering excellence to a broader audience without compromise.

来源：中国化妆品