{"id":45053,"date":"2025-06-30T16:40:32","date_gmt":"2025-06-30T14:40:32","guid":{"rendered":"https:\/\/www.emballagedigest.fr\/?p=45053"},"modified":"2025-07-04T16:43:29","modified_gmt":"2025-07-04T14:43:29","slug":"la-febea-decrypte-le-potentiel-de-larecharge-cosmetique","status":"publish","type":"post","link":"https:\/\/www.emballagedigest.fr\/en\/la-febea-decrypte-le-potentiel-de-larecharge-cosmetique\/","title":{"rendered":"La Febea d\u00e9crypte le potentiel de larecharge cosm\u00e9tique"},"content":{"rendered":"<p><strong>Une \u00e9tude, men\u00e9e par le cabinet Senseva pour la Febea, avec le soutien financier de Citeo dans le cadre de l\u2019appel \u00e0 projets \u00abEncoRE plus de r\u00e9emploi\u00bb, avait pour but d\u2019identifier les leviers essentiels pour d\u00e9velopper l\u2019acceptation et l\u2019utilisation des syst\u00e8mes de recharge par les consommateurs.<\/strong><\/p>\n\n\n\n<p>D\u2019apr\u00e8s l\u2019\u00e9tude, 59% des consommatrices de cosm\u00e9tiques ont achet\u00e9 des recharges au cours de l\u2019ann\u00e9e \u00e9coul\u00e9e, signe d\u2019un int\u00e9r\u00eat r\u00e9el mais encore perfectible. Deux segments d\u2019utilisatrices se distinguent particuli\u00e8rement : les \u00abBeautistats &amp; Tendance\u00bb (22%), des consommatrices jeunes, sensibles \u00e0 la nouveaut\u00e9, aux promotions et \u00e0 l\u2019aspect ludique et les \u00abGreen &amp; Clean Beauty\u00bb (23%), plus \u00e2g\u00e9es, avant tout motiv\u00e9es par la dimension \u00e9cologique. Le profil type de l\u2019acheteuse de recharge est une femme de 19 \u00e0 44 ans, dipl\u00f4m\u00e9e, active, avec des revenus \u00e9lev\u00e9s, vivant dans un foyer de trois personnes ou plus, et grande consommatrice de cosm\u00e9tiques. La r\u00e9duction de l\u2019impact environnemental est cit\u00e9e par 70% des utilisatrices comme principal atout pour l\u2019utilisation des recharges cosm\u00e9tiques, suivie par l\u2019avantage \u00e9conomique, la praticit\u00e9, l\u2019esth\u00e9tique et l\u2019aspect ludique de la recharge. Les consommatrices appr\u00e9cient \u00e9galement la possibilit\u00e9 d\u2019acc\u00e9der \u00e0 des produits de meilleure qualit\u00e9 \u00e0 moindre co\u00fbt.<\/p>\n\n\n\n<p>Les consommatrices identifient deux grandes m\u00e9caniques de recharge : les recharges \u00e0 verser (poche ou flacon \u00e0 transvaser dans un contenant r\u00e9utilisable), pr\u00e9f\u00e9r\u00e9es par 44% des r\u00e9pondantes, et les recharges \u00e0 ins\u00e9rer (cartouche ou godet \u00e0 placer dans le contenant), pl\u00e9biscit\u00e9es par 38% d\u2019entre elles. Les poches \u00e0 bouchon sont aujourd\u2019hui les plus connues et les plus r\u00e9pandues. 59% des consommatrices de cosm\u00e9tiques ont achet\u00e9 des recharges au cours de l\u2019ann\u00e9e \u00e9coul\u00e9e.<br>Cependant, plusieurs freins persistent comme l\u2019indisponibilit\u00e9 des recharges en magasin (44%), le manque d\u2019information claire, la crainte de gaspillage, de l\u2019hygi\u00e8ne ou encore de la s\u00e9curit\u00e9 lors du transvasement (14%), tandis que 13% ne savent pas qu\u2019il existe des recharges pour certains produits cosm\u00e9tiques.<\/p>\n\n\n\n<p>Les consommatrices jugent le potentiel de la recharge variable selon les cat\u00e9gories de produits. Le march\u00e9 actuel de la recharge est largement domin\u00e9 par les produits d\u2019hygi\u00e8ne (gels douche, shampoings). Viennent ensuite les soins du corps et du visage, les parfums (en 3\u00e8me), les produits capillaires, les produits nettoyants et d\u00e9maquillants. Au contraire, d\u2019autres familles de produits, comme les dentifrices, le maquillage ou les produits b\u00e9b\u00e9, semblent moins adapt\u00e9es \u00e0 ce mode de consommation.<\/p>\n\n\n\n<p>Afin de favoriser une adoption plus large des recharges cosm\u00e9tiques, l\u2019\u00e9tude identifie plusieurs leviers d\u2019action. L\u2019am\u00e9lioration de la disponibilit\u00e9 en magasin et en ligne, la clart\u00e9 de l\u2019information sur les avantages \u00e9cologiques et \u00e9conomiques, ainsi que l\u2019adaptation des formats (grande contenance, formats nomades) sont des attentes fortes.<br>Une tarification attractive, notamment pour les consommatrices \u00e0 la recherche de petits prix, appara\u00eet \u00e9galement d\u00e9terminante (63%). L\u2019innovation sur les produits et packagings, en particulier le d\u00e9veloppement de poches \u00e0 bouchon, ainsi qu\u2019une communication cibl\u00e9e via les r\u00e9seaux sociaux et les influenceuses beaut\u00e9, sont des moyens efficaces pour mieux faire conna\u00eetre les b\u00e9n\u00e9fices et l\u2019utilisation des recharges.<\/p>\n\n\n\n<p>L\u2019\u00e9tude souligne enfin l\u2019importance d\u2019un travail conjoint sur la recharge et le contenant r\u00e9utilisable, afin de garantir une exp\u00e9rience utilisateur optimale et limiter les pertes de produit. La r\u00e9ussite de la recharge cosm\u00e9tique passera par une offre innovante, visible et adapt\u00e9e \u00e0 chaque cat\u00e9gorie de produits, ainsi qu\u2019une communication p\u00e9dagogique et positive.<\/p>","protected":false},"excerpt":{"rendered":"<p>Une \u00e9tude, men\u00e9e par le cabinet Senseva pour la Febea, avec le soutien financier de Citeo dans le cadre de l\u2019appel \u00e0 projets \u00abEncoRE plus de r\u00e9emploi\u00bb, avait pour but d\u2019identifier les leviers essentiels pour d\u00e9velopper l\u2019acceptation et l\u2019utilisation des syst\u00e8mes de recharge par les consommateurs. D\u2019apr\u00e8s l\u2019\u00e9tude, 59% des consommatrices de cosm\u00e9tiques ont achet\u00e9 [&hellip;]<\/p>","protected":false},"author":2,"featured_media":45054,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"iawp_total_views":15,"footnotes":""},"categories":[28,26,81,6,65],"tags":[],"class_list":["post-45053","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-article-entier","category-laterale","category-packaging","category-parfumerie-cosmetique","category-vu-dans-le-mag"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v24.4 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>La Febea d\u00e9crypte le potentiel de larecharge cosm\u00e9tique - Emballage Digest<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.emballagedigest.fr\/en\/la-febea-decrypte-le-potentiel-de-larecharge-cosmetique\/\" \/>\n<meta property=\"og:locale\" content=\"en_GB\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"La Febea d\u00e9crypte le potentiel de larecharge cosm\u00e9tique - Emballage Digest\" \/>\n<meta property=\"og:description\" content=\"Une \u00e9tude, men\u00e9e par le cabinet Senseva pour la Febea, avec le soutien financier de Citeo dans le cadre de l\u2019appel \u00e0 projets \u00abEncoRE plus de r\u00e9emploi\u00bb, avait pour but d\u2019identifier les leviers essentiels pour d\u00e9velopper l\u2019acceptation et l\u2019utilisation des syst\u00e8mes de recharge par les consommateurs. 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