Lodet · Made in Tunisia
Clean first. Soft after. Warm always.
من تونس، لكل امرأة تحمل يومها.
Solutions · Groups and enterprise · Portfolio reporting
A group's hardest problem is not any single brand, it is comparability: twelve teams reporting twelve ways into one board pack that has to say something true about all of them.
Written for the group CFO, the strategy desk, investor relations and the group ESG lead.
Why one set of numbers is hard
Twelve teams each have a defensible answer to the same question. It is a governance problem wearing the clothes of a data problem, which is why another dashboard does not fix it.
01/Sell-through
Measured against the buy, against the receipt, or against the stock on hand at week one. Three numbers, all called sell-through, all defensible, and a roll-up that mixes them is not a number at all.
The definitional choice is a governance decision. Making it once, in writing, is worth more than any dashboard.
02/Full price
Whether a promotional price counts as full price decides which houses look healthy. A group holding one discount-led brand and one full-price brand cannot apply a single rule without flattering one of them.
The honest version reports both and says which is which, rather than choosing the flattering one quietly.
03/Comparable growth
What counts as comparable after a store closes, a market is exited or a wholesale account moves to concession is a judgement. Judgements made separately at twelve houses do not add up.
This is the line most often restated a year later, which is the price of settling it quietly the first time.
A group's hardest problem is not any single brand. It is that comparability has to be decided before it can be measured.
One house, read across places. A group's difficulty is never a single brand: it is that eleven of them report on different calendars, in different currencies, against category definitions each one wrote for itself.
Plate 01 · The distance the standard has to hold across
The roll-up
The board wants one comparable read. Whether it means anything is decided four layers down, where two brands define sell-through differently.
Group
One comparable read. It is only as good as the definitions two layers down.
Brands
Each with its own calendar, its own margin structure and its own idea of what a season is.
Markets
Different duty, different labelling, different compliance clock for the same product.
Definitions
Sell-through, full-price rate and returns measured on different denominators. This is where a roll-up quietly stops meaning anything.
The hard part is the innermost box: two brands on different denominators roll up to a number that is arithmetically correct and tells the board nothing.
Four desks, one portfolio
A group is not one reader. Four questions, asked of the same portfolio every cycle, and the document each one ends in.
Board
What happened this quarter, across all of it?
Filed financials read as structured facts from SEC EDGAR rather than retyped, every house put on one basis, every figure attributable.
Runs as/Finance Analyst, Analyst, Writer
Finance
Does the plan hold when we model it?
Built as a working model rather than a slide, so one changed assumption re-drives margin and cash without a rebuild.
Runs as/Finance Analyst, Analyst
Expansion
Is the next market worth entering, and on what format?
Regulation, duty, competitive density and four wall economics researched live and cited, so the case is argued rather than asserted.
Runs as/Retail Developer, Analyst, Researcher
ESG
Can we evidence the claim if a regulator asks?
Footprints computed from real materials data, certificates checked against the issuing registry, evidence published as passports rather than sitting in twelve systems.
Runs as/Sustainability Analyst, Fashion Counsel
Across the portfolio
A board pack is a research job, a finance job and a compliance job, and they are not the same person.
Lodet · for groups & enterprise
Amino shampoo
39 TNDCompare the lines on one basis: hair, skin and mist, each with its price and its customer. The brand stays recognisable across all of them.
Des cheveux doux, une journée légère.
شعر ناعم، يوم أخف.
Her day, as it naturally changes
Morning
Bloom, perfumed mist 250 ml
Two sprays on a windowsill morning. Fresh, floral, easy to wear all day.
Midday
Venelle sunscreen SPF 45
The beach towel, the Hammamet light, nothing to think about.
Evening
Sublime, perfumed mist 250 ml
The evening one. Warm, orange blossom, for the nights she chooses herself.
Sunday
Hydra-Hyaluronique Amino Keratin
The Sunday set. A towel, a slow hour, nobody waiting.
A way of reading the range, not sales data: no figure here is a result.
Hair
Dry, tired or colour-treated hair
Hair you are proud of
Skin
Everyday glow and protection
Skin protected, mind free
Mist and gifts
Self-treat and gifting, Eid and Women's Day
Feel beautiful without effort
Family
The shared bathroom shelf
The smile of the house
Lodet · in motion
Two short films with Lodet's own products. A shelf shows what is sold; a film shows how it sits in her day.
The products, shown
For selling: Lodet's products, shown by the women who use them.
The woman who wears it
For introducing the brand: the woman first, the bottle second.
Analysis · Portfolio and brand-standards team
Keeps one feeling per line, so no two brands in the group say the same thing.
Confidence
“I walk in already ready.”
Shoot the moment before the door: the mirror, the bottle, the first step out.
Lift
“My mood is lighter once it is on.”
Light and warmth in the frame. Say lighter and brighter, never treated or improved.
Being noticed
“People turn when I pass.”
Let the scent trail be seen: a glance, a turned head, a compliment, kept ordinary.
A day that runs
“Morning to evening, it keeps up with me.”
Cut one woman across the day: morning mist, midday sun, evening mist, Sunday hair.
These are words women use about the ritual, read for what a team can show. They are not results: nothing here is measured, and Lodet does not claim to change mood, hormones or the skin. Say how it feels, never what it does.
Claims · Tunisia, the Mediterranean, Europe, Italy
Venelle face cleansing gel · 22 TND
A woman washes her face with it at night, and her face feels clear. The sentence you write about that moment uses the same words in every market, and is a different claim in each.
Propre d'abord, doux ensuite.
نظافة أولاً، ثم نعومة.
A line that reads as a cosmetic description in one market can read as an action on the skin in another, and that moves the product across a category line, not just the wording. The proof that carried the sentence at home does not travel with it. The sharpest case is the “free from” line, so the market list belongs beside the claim at brief stage, not at artwork.
“Leaves her face clean and fresh.”
Describes the wash
A cosmetic description of a ritual. Keep it a gesture, not a result.
“Clears her face of spots.”
Acts on a condition
Reads as treating a skin condition, which can move a product across a category line. Needs its own evidence, or a different sentence.
“Free from [an ingredient].”
A negative claim
Ordinary in some markets, read in others as denigrating an ingredient that is legally allowed. Settle it per market before it reaches artwork.
Tunisia
The home market. Write the claim in French and Arabic, and confirm the local rules with the competent authority before print. This page does not summarise them.
The Mediterranean
Each neighbouring market has its own cosmetics rules and its own label language. List them beside the claim, one by one, rather than assuming one answer for the coast.
Europe
A cosmetic sold in the EU follows Regulation (EC) 1223/2009: an EU Responsible Person, a safety assessment, notification, and claims that meet the common criteria of Regulation (EU) 655/2013: legal compliance, truthfulness, evidential support, honesty, fairness and informed decision-making.
Italy
Italy applies the EU rules. Member states may require the local language for certain label particulars, so confirm the Italian wording instead of translating the French by hand.
A group sells the same product in several markets, so one sentence has to survive them all or be split per market.
Orientation, not legal advice. Confirm each market with a regulatory adviser before print.
Reports
Each one is the finished file, opened in full. Every figure in them is illustrative and each says so on its own cover; a real run researches and cites its numbers with an as-of year.
PDF · 9 pagesFive houses, one platform - what has to be true before it is groupwide
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