In an unreleased lecture of the Beyond Beauty program, Gildas Bonnel addresses a topic that is central to the current business issues. It is the subject of trust that connects people to markets, companies, brands, products: structurally, that trust is eroding, measurably, significantly, and over time.

The author of this sentence is an expert. Gildas Bonnel is a historian and head of Sidièse, a communications agency that he positioned on rising subjects and budgets (the eco-organizations, the new offers of the major green groups, the new behavior …) and on new media, social networks, web-events, …

A preview of his remarks:

In 2004, the confidence of French companies in compagnies’ messages was only 62%. 4 out of 10 consumers did not trust the messages they were addressed. Hence, 40% of the communication budget targeted an audience that … did not listen … In the beauty industry, where the affective, emotional and trust weight even more confidence in the value of a product, we imagine the consequences.

Between 2004 to 2011, confidence in the messages of the French companies decreased from 62% to 37%. For every ten people you touch, less than 4 people trust you.

Who is responsible for this development? How to respond? With a communication which, in fact, know what it states. A Responsible communication.

Responsible communication, why is it not attractive? How does it work? How can it be attractive ?

With pro and con arguments, examples, and results, Gildas Bonnel shows that this is a new knowledge, a sincerely increased expertise, which produces different messages through different ways of working.

This is a key to the relationship with consumers to any cosmetics brand at this time not only organic cosmetics but also, more simply, the environmental display, already being tested in stores and will then be generalized, also at European level.

Gildas Bonnel is now increasingly sollicitated for his vision of communication: it is a key speaker at TED X, at Centifolia, he advises a candidate for presidency, it is at the board of the French association of consulting agencies Communication (AACC), and just joined the joint supervisory body of the profession (CPP), he is currently setting up an international network of agencies.

Beyond Beauty Paris Conference

Tuesday, September 13 – 10:15 / 11:15 ASIA Room 2

Agency Sidièse stand-N114 PAV 5.3.

Conferences @ BEYOND BEAUTY

Free access for visitors BEYOND BEAUTY PARIS

from 12 to 14 September 2011 Paris Porte de Versailles

www.beyondbeautyparis.com