{"id":96477,"date":"2024-04-08T09:32:37","date_gmt":"2024-04-08T07:32:37","guid":{"rendered":"https:\/\/www.retaildetail.be\/?p=96477"},"modified":"2024-04-08T14:31:32","modified_gmt":"2024-04-08T12:31:32","slug":"interview-comment-the-good-roll-rend-le-papier-hygienique-eco-sexy","status":"publish","type":"post","link":"https:\/\/www.retaildetail.be\/fr\/news\/beaute-soins\/interview-comment-the-good-roll-rend-le-papier-hygienique-eco-sexy\/","title":{"rendered":"[Interview] Comment The Good Roll rend le papier hygi\u00e9nique \u00ab\u00a0\u00e9co-sexy\u00a0\u00bb"},"content":{"rendered":"\n

The Good Roll<\/strong> apporte une touche d\u2019innovation \u00e0 un produit tr\u00e8s banal. Avec son papier hygi\u00e9nique 100% en bambou et son impact social, la start-up n\u00e9erlandaise rend le papier hygi\u00e9nique \u00ab \u00e9co-sexy \u00bb. Ses produits sont d\u00e9sormais \u00e9galement disponibles chez Albert Heijn.<\/p>\n\n\n\n

Aimer le papier hygi\u00e9nique<\/h2>\n\n\n\n

Dans tous les livres et cours de marketing, il est pr\u00e9sent\u00e9 comme l\u2019arch\u00e9type de produit qui suscite peu d\u2019engagement et d\u2019int\u00e9r\u00eat, et autour duquel il semble donc impossible de construire une \u00ab love brand \u00bb. Au moment de notre entretien, The Good Roll livre pourtant son premier lot de papier hygi\u00e9nique \u00e9cologique \u00e0 Albert Heijn. Ses rouleaux de papier hygi\u00e9nique sont d\u00e9sormais disponibles dans les supermarch\u00e9s belges et n\u00e9erlandais de la cha\u00eene, un nouveau jalon important pour l\u2019ambitieuse start-up n\u00e9erlandaise.<\/p>\n\n\n\n

Au RetailDetail Congress du 25 avril, le fondateur Melle Schellekens expliquera comment The Good Roll compte transformer l\u2019industrie du papier hygi\u00e9nique<\/a> \u2013 une des plus polluantes au monde, plus encore que l\u2019aviation. \u00ab Plus de 270 000 arbres sont abattus chaque jour, principalement dans des pays du tiers monde. Planter un nouvel arbre pour chaque arbre abattu est \u00e9galement un non-sens, car la totalit\u00e9 du CO\u00b2<\/sub> stock\u00e9 retourne dans l\u2019ozone au moment de l\u2019abattage et il faut des ann\u00e9es pour que le nouvel arbre pousse. \u00bb<\/p>\n\n\n\n

Fort de son exp\u00e9rience en mati\u00e8re de consultance en d\u00e9veloppement durable dans le secteur de l\u2019h\u00f4tellerie, Melle Schellekens a fond\u00e9 The Good Roll afin de proposer une alternative durable qui ne n\u00e9cessite pas l\u2019abattage d\u2019arbres \u2013 avec aujourd\u2019hui le bambou comme mati\u00e8re premi\u00e8re \u2013 tout en am\u00e9liorant les infrastructures sanitaires dans les pays en d\u00e9veloppement. \u00ab Des toilettes propres peuvent vraiment sauver des vies. Dans le monde, \u00e0 peine une personne sur trois a acc\u00e8s \u00e0 des toilettes ; ici, nous en avons en moyenne deux. Notre objectif est de construire 100 000 toilettes au Ghana, non pas par l\u2019interm\u00e9diaire de fondations, mais en collaboration directe avec la population locale. D\u2019ailleurs, depuis que nous le faisons dans les \u00e9coles, l\u2019absent\u00e9isme est en recul. \u00bb<\/p>\n\n\n\n

Une nouvelle fa\u00e7on d\u2019entreprendre<\/h2>\n\n\n\n

Melle Schellekens: \u00ab\u00a0On parle du \u201csocial profit\u201d, mais \u00e0 mes yeux, il s\u2019agit surtout de bon sens. Nous pensons que ce devrait et peut \u00eatre la nouvelle fa\u00e7on d\u2019entreprendre. Je m\u2019adresse r\u00e9guli\u00e8rement \u00e0 des dirigeants d\u2019entreprises et quelle que soit leur taille, chacun peut tr\u00e8s ais\u00e9ment faire les choses diff\u00e9remment. Cette nouvelle fa\u00e7on d\u2019entreprendre a pour but de nous rendre tous un peu meilleurs.\u00a0\u00bb<\/p>\n\n\n\n

The Good Roll innove non seulement par son produit, mais aussi dans sa distribution. Aujourd\u2019hui, les ventes se r\u00e9partissent entre 60 % de D2C (direct-to-consumer) et 40 % de B2B. L\u2019entreprise dispose de son propre mod\u00e8le d\u2019abonnement qui permet aux clients de se faire livrer du papier hygi\u00e9nique directement \u00e0 leur domicile. \u00ab\u00a0Les pr\u00e9servatifs, le papier hygi\u00e9nique et les tampons sont les trois produits qui suscitent le plus de g\u00eanes pour les consommateurs qui les ach\u00e8tent dans les supermarch\u00e9s. En outre, transporter ces gros paquets n\u2019est ni pratique, ni durable.\u00a0\u00bb<\/p>\n\n\n\n

Le Tony\u2019s Chocolonely du WC<\/h2>\n\n\n\n

Surtout, The Good Roll r\u00e9ussit \u00e0 rendre le papier hygi\u00e9nique sexy. La jeune marque a d\u00e9j\u00e0 remport\u00e9 plusieurs prix de marketing et de design, notamment pour ses emballages (r\u00e9alis\u00e9s en collaboration avec des artistes ghan\u00e9ens) et ses campagnes parfois audacieuses. \u00ab Nous aimons nous d\u00e9marquer. Aux Pays-Bas, on nous surnomme parfois les Tony\u2019s Chocolonely du papier toilette. Ma mission personnelle est de montrer que des produits de tous les jours peuvent avoir un impact positif sur votre vie et celle des autres. \u00bb<\/p>\n\n\n\n

L\u2019ambition\u00a0? Devenir mondialement c\u00e9l\u00e8bre aux Pays-Bas et en Belgique, sourit l\u2019entrepreneur. \u00ab\u00a0Notre objectif est de devenir l\u2019expert en durabilit\u00e9 du petit coin. Dans les mois \u00e0 venir, nous lancerons des versions plus durables d\u2019une s\u00e9rie de produits que l\u2019on utilise aux WC, de la brosse de toilette au savon. Mais plus largement, nous voulons surtout lancer tout un vaste mouvement.\u00a0\u00bb<\/p>\n\n\n\n

<\/p>\n\n\n\n

Au RetailDetail Congress 2024<\/strong>, vous aurez donc droit \u00e0 du papier toilette \u00e9co-sexy, mais aussi \u00e0 des keynotes d\u2019Average Rob<\/strong>, Jysk<\/strong>, Gino Van Ossel<\/strong>, Thrive Beer<\/strong>, Jorg Snoeck<\/strong> et bien d\u2019autres encore !<\/td><\/tr><\/tbody><\/table><\/figure>\n\n\n\n
\n
Cliquez ici pour obtenir des informations et des billets pour le RetailDetail Congress<\/strong><\/a><\/div>\n<\/div>\n","protected":false},"excerpt":{"rendered":"

The Good Roll\u00a0apporte une touche d\u2019innovation \u00e0 un produit tr\u00e8s banal. 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