Beyond Awareness: The Real Challenge Is Connection

Growing up is not the same as connecting.

I take something very special away from this last trip to Paris. I already knew the city, I was lucky enough to come four times, and each time the same thing happens to me, it inspires me, excites me, challenges me. This time I came for the launch of Pink in France, at a time when the brand stopped being a novelty and began to become a presence.

I walked Paris in the cold, saw snow for the first time here, escaped to the Château de Chantilly and searched, as if they were treasures, for every gluten-free delicacy that appeared on my way. And, above all, I was able to talk to many Parisians. Listen to them, understand what they feel, what they expect, what they value.

And that left me thinking.

We grew a lot in awareness in France. The brand went viral, it was talked about, it was shared. But today the challenge is different. It’s not just that they know us. It is to build a bond. It is to generate trust. It’s about creating a brand that is truly part of people’s lives.

I walked into every supermarket I found just to see our Franui pots on the shelf. And yes, that still excites me. I also looked for them at Starbucks. In one I found only one pot. And while I thought that we have to continue improving logistics to avoid stock cuts, at the same time I was happy to see that if they were missing, it was because people were choosing us.

No matter how many plans, metrics, and strategies we have, there is something very strong about seeing the product in another country, in another language, as part of someone else’s daily life.

And although I knew that we had entered Galeries Lafayette, seeing us there was confirmation that when a brand works with consistency and purpose, it stops being a trend and begins to build history.

Love is not imposed. It is built with coherence, with presence, with respect for the local culture, with products that connect and with real conversations.

I think that my role is also that, to be there, listen and create community. We are not a global brand that lands, we are a brand that wants to integrate.

Awareness opens doors, but connection builds permanence.