It was in 1993 that Mathilde and Bertrand Thomas discovered the amazing antioxidant properties of grapevine polyphenols. Working with grapes from their parents’ Bordeaux vineyard, Château Smith Haut Lafitte, they decided to stabilize these polyphenols and incorporate them into their own line of cosmetic products.Dragon Rouge has been working on the brand’s entire visual identity from the start.

The brand needed to be positioned in the skincare universe while establishing the credibility of the benefits of grape seed polyphenols – a unique active ingredient wholly unknown to the public – for the skin, knowing that the products would be chiefly marketed through pharmacies.Dragon Rouge has supported the brand from its start, along its development and particularly the new strategic venture into body care, Caudalie having set up spas in exclusive locations across the globe since 1999.

Dragon Rouge created an identity for Caudalie by making its star ingredient – the grape – an icon and emblem of the brand. It is embossed in silver on all products.The skincare range is presented in sober packaging mainly featuring white and green, and sometimes silver for the most concentrated formulae. Pleasure is also conveyed through materials (matte and shiny) that emphasize the brand’s sophistication.For the body care products, Dragon Rouge chose to stress the “Wine Therapy” angle, borrowing codes from the wine universe (wine bottle shape for shower gels, terrines for scrubs). The sensorial aspects of body care are expressed through a rich color universe brought to life by stylized representations of grape vines. The semantics of the entire range is quite specific and borrowed from the world of wine, emphasizing the uniqueness of a line that now features 35 products and seven oils.In just over 15 years, Caudalie has become a major cosmetics brand sold in 25 countries. And it continues to grow, notably thanks to the increasing popularity of its spas.