領略傳統工藝與天然成分的共生法則。

《中國化妝品》雜志 | 李珠蓮

當下美妝個護領域，尤其在營銷層面上，主打“天然護膚”早已成為行業內卷的“口號”，如何構建一套“硬核科技+柔軟體驗”的敘事邏輯成為各大“天然護膚”品牌們最關心的問題。

近期，《中國化妝品》雜志采訪了法國天然護膚品牌La Bonne國際市場負責人Taz Dean，共同探討全球美妝新生態下，如何讓法國百年護膚智慧對接中國新消費生態，不僅關乎產品創新，更關乎文化符號的傳播與信任機制的共建。

法國天然護膚品牌La Bonne國際市場負責人

Taz Dean

CCR：

La Bonne強調“法國本土制造”和“天然護膚”，請問品牌最初創立的核心理念是什么？

Taz Dean：La Bonne的創立源于我們對法國美容傳統的深刻理解和對自然護膚的堅定信念。我們始終相信，真正有效的護膚品應該回歸本源——既要傳承法國悠久的護膚工藝，又要充分利用大自然的饋贈。因此，品牌從創立之初就確立了三大核心原則：本真性、精湛工藝和自然創新。

具體來說，我們致力于將法國本土的專業護膚技術與純凈的天然成分完美結合。每一款產品都凝聚了法國化妝品工匠的智慧結晶，精選經過科學驗證的活性成分，同時嚴格剔除不必要的添加劑。在La Bonne，我們重新定義了天然護膚的概念——它不應該是復雜難懂的，而應該是簡單、有效且值得信賴的。我們希望通過這種"少即是多"的理念，讓全球消費者都能輕松享受到源自法國的高品質天然護膚體驗，在呵護肌膚健康的同時，也能感受到法式生活美學的獨特魅力。

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.

左右滑動查看圖片

CCR：

如今全球護膚市場競爭激烈，您認為La Bonne與其他品牌相比，最大的競爭優勢是什么？

Taz Dean：首先，我們堅持使用經過嚴格篩選的優質天然成分，每款配方都經過法國實驗室的科學驗證，確保安全有效。其次，我們延續了法國美容行業嚴謹的工藝標準，在保持配方純凈度的同時追求卓越功效。最重要的是，我們建立了完整的透明度體系，從原料溯源到生產工藝都向消費者公開，這種真誠的溝通方式贏得了市場的信任。正是這種對品質的執著追求和對透明度的堅持，讓La Bonne在眾多護膚品牌中脫穎而出。

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：

隨著消費者對護膚的需求不斷變化，以及科技的不斷進步，您認為未來護膚行業的發展趨勢是什么？

Taz Dean：首先我們觀察到護膚行業正在經歷一場深刻的變革，比如個性化護膚正在從概念走向主流。通過AI皮膚檢測和基因分析等技術，消費者不再滿足于"一刀切"的解決方案，而是期待完全定制化的護膚方案。

其次，微生物組科學正在重塑產品研發邏輯。未來護膚品不僅要考慮皮膚表層需求，更要關注與皮膚微生態的和諧共生。

第三，可持續性已成為不可逆的行業標準。從環保包裝到碳足跡追蹤，消費者越來越關注產品背后的環境責任。此外，我認為雖然在人工智能方面，AI、大數據等技術日新月異，但消費者對產品安全性和天然成分的追求從未改變。在這些趨勢下，La Bonne確保在行業變革中既保持品牌特色，又能持續引領創新方向。

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：

環保和倫理消費是全球趨勢，La Bonne如何踐行ESG理念，順應這一創新趨勢？La bonne 在包裝、原料采購或碳足跡方面有哪些具體實踐？

Taz Dean：La Bonne始終積極踐行社會責任與可持續發展理念，將ESG原則深度融入其日常業務實踐之中。在環境保護方面，品牌大力推行使用環保包裝材料，從包裝設計到選材都嚴格遵循綠色環保標準，力求降低包裝廢棄物對環境造成的負擔。

在原材料采購環節，La Bonne建立起一套嚴謹且完善的采購體系。通過與可靠的供應商合作，確保原材料的來源合法合規、可持續，并且在整個采購過程中，充分考慮對生態環境和當地社區的影響，以負責任的方式獲取原材料。此外，La Bonne 還致力于減少碳足跡，不斷優化生產流程和物流配送體系，采用節能減排的技術和設備，降低能源消耗和溫室氣體排放。

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：

中國市場的護膚需求增長迅速，但競爭激烈。La Bonne是否可以分享其進入中國市場的計劃？會采取哪些策略來吸引中國消費者？

Taz Dean：中國護膚市場的爆發式增長，既源于消費者對功效性、精細化護理的升級需求，也得益于數字經濟驅動下的渠道多元化機遇。在渠道布局上，La Bonne計劃采用跨境電商與線下渠道并行模式，一方面借助中國本土電商平臺拓寬線上觸達，另一方面與連鎖商店、高端百貨合作，深化線下滲透，同時攜手豪華酒店及水療中心，將產品融入高端消費場景，塑造品牌高端形象。

在營銷推廣層面，我們也有相關規劃，通過與關鍵意見領袖（KOL）展開戰略合作，結合本土消費者偏好輸出內容，提升品牌知名度；并在保持品牌核心的前提下，針對性調整產品配方與設計，以滿足中國消費者的特定需求，實現精準獲客與長期留存。

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：

目前中國市場繁榮很大一部分依賴數字化營銷，La Bonne計劃如何將法式品牌敘事融入中國的新媒體環境？

Taz Dean：為了將法式品牌故事自然融入中國新媒體環境，La Bonne確實會圍繞本地化數字營銷發力。比如將法式護膚理念轉化為貼合中國消費者日常需求的短視頻、圖文筆記。我們也深知與中國本土內容創作者合作的重要性，通過攜手各領域才華橫溢的創作者，共同打造貼合中國消費者喜好與文化語境的優質內容。同時，未來我們將會積極構建強大的社交媒體影響力矩陣，利用不同社交平臺的特性與優勢，全方位、多層次地觸達目標受眾。

更重要的是，我認為線下沉浸式的品牌體驗，能助力La Bonne以一種與中國文化深度契合、緊密相關的方式，與廣大中國消費者建立起真摯且持久的聯系，從而在中國市場站穩腳跟并贏得消費者的青睞。

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：

“法國制造”在美妝行業是品質的象征，但成本也較高。La Bonne如何平衡本土化生產與全球化競爭？

Taz Dean：“法國制造”既是我們的品質烙印，也是全球化競爭的差異化標簽。我認為平衡兩者關系一方面，著力優化供應鏈效率，借助法國本土的專業技術精心研制獨特配方，并以高端定位凸顯自身價值主張；另一方面，積極精簡生產流程，精心挑選性價比出眾的優質原料，同時保障物流高效運轉，以此為消費者提供實惠的價格。我們堅信，法國奢侈品所蘊含的魅力與價值不應只被少數人享有，每個人都值得從中受益。正因如此，La Bonne全力以赴，致力于讓高端護膚產品觸達更廣泛的消費群體，在堅守卓越品質的基礎上，為大眾呈上高品質且優雅的護膚解決方案。

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.