Chanvria, the brand of dermo-cosmetic products based on 100% organic virgin hemp oil, is sharing in the adventure of the Hemp European Hub. Here are five questions to Philippe Pastré, Brand Director.
1 – How did you come to manage Chanvria?
Philippe Pastré: “I run WoodFrance, whose business is the bio-recovery of olive wood for use in utensils. WoodFrance sells its products in France and internationally in specialist shops. I met Chanvria at a trade fair promoting natural products. That’s when it all clicked: Chanvria and WoodFrance are positioned in similar markets and target the same end-users. I then had the opportunity to take over the Chanvria business and brand in December 2019. I had planned to bring the range to market in April, but the Covid context delayed the launch. As a result, we took the opportunity to rework the formulation and the products so that they could be launched in November.
*** Translated with www.DeepL.com/Translator (free version) ***
2- The identity of the Chanvria brand?
Philippe Pastré: “Simple, plant-based, natural and organic, Chanvria soothes irritated skin and claims to belong to the Aube region. We aim for French production, close to the hemp-growing area itself. This is part of Chanvria’s DNA”.
3 – Hemp in cosmetics: a fad or real benefits?
Philippe Pastré: “Hemp oil contains 85% Omega 3 and Omega 6, the unsaturated fatty acids so sought-after in food products in particular. We formulate Chanvria products using 100% virgin organic hemp oil. Omega 3 and Omega 6 are known for their moisturising properties, ideal for atopic skin or to soothe itching. It’s not just a beauty product, it’s the product that soothes”.
4 – What are the specifications for hemp used in cosmetics?
Philippe Pastré: “We use 100% virgin cold-pressed organic hemp oil. We want a very natural, high-quality plant. Seed yields vary enormously from year to year and depend on climatic conditions. It’s important to work with a cooperative like La Chanvrière, based in the Aube region, to guarantee the resource and the quality of the harvest. Because between harvesting in the fields and storage in the silo, the clock is ticking. In less than 5 hours, the seed has to be cleaned, dried and stored in a controlled environment to stabilise it and prevent any oxidation or bacterial growth. La Chanvrière offers us a model of anticipation, harvesting and storage that is unique in France, to ensure that this precious seed is available in quantity and quality”.
5 – Your development strategy?
Philippe Pastré: “We’re still in the installation phase. The range is short and designed to meet the main needs of users: hands, face, body and feet. It’s a cautious approach that allows us to better understand our customers’ needs and fine-tune our offering. Our range is a big hit with women aged 35 and over and with users looking for solutions for their professional, artistic and sporting activities.
We are also working on new formulas to respond more precisely to our customers’ needs. To begin with, we favour short circuits. As a result, our brand is available in pharmacies and organic and wellness shops within a 200 km radius of the production site. Local criteria are important to Chanvria. Il fait partie intégrante de la marque. The short circuit from the field to the consumer is also a real selling point for both sales outlets and end customers. Enfin notre appartenance au Pôle Européen du Chanvre, basé à Troyes, nous permet d’être en première ligne pour bénéficier d’un environnement scientifique et agronomique de premier plan et nous assure de rester en lien étroit avec tous les acteurs de la filière Chanvre ».
