Anti-waste varnishes that increase the quantity used by up to 20 %, chemical solvents replaced by natural materials, the inclusion of disabled workers in order preparation, soon a 100 % organic, refillable and recyclable mascara: start-up Clever Beauty is shaking up the make-up industry with its commitment to promoting a responsible economy. "We wanted to bring the transparency and sincerity our customers expect," stresses Maëva Bentitallah, the brand's president.
A tamper-proof digital passport for every product
Clever Beauty wanted to go one step further by sharing its commitments with its community of consumers on a product-by-product basis. It chose Sorga technology to create tamper-proof digital passports for each product, from which it manages its information in real time. For its customers, the passport can be read on each product using the QR code reader on their smartphone, with no application to download and no identification required.
Sorga technology is a low-power public blockchain solution developed from exclusive CNRS patents, and made available to brands by MAP Émulsion.
Technology and support
"MAP Émulsion didn't just put the technology in place for us, like too many online solutions. Above all, it's a team that backs up the technology with services and business expertise in beauty and marketing.continues Maëva Bentitallah.
For his part, Philippe Guguen, President of MAP Émulsion, admits that "it's indicative of the new generation of our customers, who push us to take up a number of challenges. Here, the choice of the marker that opens the Sorga passport on your smartphone had to meet the environmental commitments of Clever Beauty, which doesn't have a case to print this marker on. So we chose a biodegradable sticker. Depending on the context, we adapt the marker: QR code, RFID, NFC, or even a photo print of the chaos of the material on a product detail for luxury brands that suffer from the scourge of counterfeiting. Sorga's tamper-proof digital passports can be called up by a wide variety of product markers."
Clever Beauty chose the QR code for its universality and ease of use. With an adapted design. The Sorga marker takes the form of an elegant diamond that can be read by any QR code reader. " It immediately looks much better on a beauty product!"admits Maëva Bentitallah.
Clever Beauty not only provides information on its commitments, but also distributes advice in its passports. " It's reassuring to have direct access to the information and opinions behind the product before you buy it, explains Alice de Guyenro, customer and Made in France entrepreneur herself. Secondly, it's so much more practical to have visual explanations and video tutorials when using it. There's even a messaging system reserved for customers in the product passport."
In addition, we offer services such as opinion gathering. Maëva Bentitallah explains: "Up to now, the reviews have concerned online shoppers. But that's only one in five beauty products in France. With Sorga, I can collect reviews wherever the product is purchased, it's blockchain-certified and I can really dispose of it as a brand."
Consumers therefore provide Clever Beauty with strategic feedback, to which Sorga adds useful statistics on the content they are interested in, where and when products are seen, and so on.
To find out more, Philippe Guguen, President of MAP Émulsion, gave us an interview published in our magazine Industries Cosmétiques (n°30 june 2021).
