The Emergence of "Terroir" Cosmetics: Catalysts for Territorial Marketing and Regional Identity

Abstract

The marketing of products based on local resources and traditional know-how, commonly referred to as "terroir" cosmetics, plays an essential role in regional marketing. These products serve to reinforce regional identity and boost the local economy. Such products, situated within the context of their place of provenance, serve to accentuate the distinctive cultural and natural attributes of a region, thereby facilitating the formation of a robust brand image. Such products respond to the growing consumer demand for authentic, natural and environmentally-friendly products, while supporting the local economy by creating jobs and developing regional businesses. Furthermore, these products attract tourists by offering an immersive and distinctive experience, linked to the discovery of local traditions and artisanal manufacturing processes. However, their success depends on a well-planned strategy to overcome the challenges of distribution, regulation and competition. In conclusion, " terroir" cosmetics are a powerful tool for promoting a region, but their implementation requires careful attention to ensure their long-term positive impact.