The nature of TF 1 exploits its image in all directions. A business for a good cause, at the cost of a few ecologically correct sprains.
What do shower gels, backpacks, sunglasses, bath towels, sweaters, a hit TV show, a satellite channel, a magazine have in common print media, a board game, bestsellers and a foundation for environmental protection? One man and only one: Nicolas Hulot, in his fifties since April 30, "telecologist" who achieved the feat of making Ushuaia - a city of 30 inhabitants with unpronounceable name located in Patagonia, in the south of Argentina - a successful brand that continues to be available in derivative products.
"The show" Ushuaïa nature "is expensive to produce [1 million euros per episode], explains Hubert Taieb, deputy general manager of TF 1 Entreprises, the subsidiary of the television channel which has owned and operated the green label since beginning of the 90s. It is not abnormal that one seeks to make profitable such a heavy investment. "Result: TF 1 has sold the operating license in fifteen years to more than fifteen companies (L'Oréal for cosmetics, Atol for eyewear, Rhonetex for clothing, Lexibook for consumer electronics, Quo Vadis for stationery ...) and thus guaranteed the marketing of around sixty by-products in France. By playing, even if the channel denies it, on the Ushuaïa-Nicolas Hulot identification for consumers.
The only condition to be respected for the happy operators of the brand with green reflections: respect the spirit of the television program, the flagship, namely "ethical naturalness". With more or less success ! If the Ushuaia shower gels are a hit on the shelves of supermarkets, the incense sticks of the same name were withdrawn from sale at the end of 2004 after the magazine Que Choisir revealed that they presented a carcinogenic risk. To prevent such situations from happening again, TF 1 is finalizing a user charter to set up “sustainable development obligations” which will be appended to the license contracts. Anyway, the operation is more than profitable: TF 1 estimates at ... 100 million euros the annual turnover generated by all the Ushuaïa branded products.
The following : http://www.lexpansion.com/art/134.0.131528.0.html