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An interview with Héloïse Prieur, Communications and Marketing Manager, CTPA
To celebrate its 80th Anniversary, the Cosmetic, Toiletry and Perfumery Association (CTPA), has created a landmark film - A Story That We Share - which honours its achievements and the vibrant UK cosmetics industry it represents. We sat down with Héloïse Prieur, Communications and Marketing Manager at CTPA, to hear about the story behind the movie and what it represents for the Association, its members and the future.
Héloïse, 80 years is a huge milestone. How did the CTPA approach marking such a significant anniversary?
It really is a remarkable milestone, and how you celebrate it says as much as the celebration itself. For us, this wasn’t about nostalgia or festivities for the sake of it. We wanted to honour the vital role the Association has played over those eight decades, our core values and the strength of the industry we represent - all while keeping our eyes firmly on the future.
We began by laying strong foundations, developing a special anniversary logo and a visual identity and tagline that reflect who we are and what we stand for. From the outset, we were clear this celebration needed to align with our broader strategy: championing our industry, our commitment to science, safety, sustainability and the wellbeing of consumers.
We also had a vision to create space for others to tell their story because, as a trade association, we don’t stand alone. We work for, and with more than 240 members, alongside a rich network of partners, and within a global ecosystem. Their story is our story. Their innovations and insights shape everything we do.
We were clear that this anniversary had to celebrate all of us - the whole industry and our shared journey and we wanted authenticity and engagement. Authenticity meant grounding our celebration in real stories and shared experiences, and that became the guiding principle behind the centrepiece of our anniversary celebrations: our 80th Anniversary Movie.
Tell us more about the making of the movie. How did it come together?
From the beginning, we knew the movie had to be more than just a retrospective. Yes, it honours our eight decades of history, but just as importantly, it presents a vision for the future.
We also wanted the film to engage and reflect the diversity of our membership: large and small companies and everything in between, representing every category and market we serve. So, we reached out broadly to members, including voices from across our Board, and extended the invitation to government bodies, scientific partners, educational institutions and international organisations. The breadth and depth of possible contributors told its own story about the deep roots CTPA has cultivated over the years across every strategic focus area.
The response was genuinely humbling. The quality and quantity of material we received was a real testament to the strength of our relationships and the respect the CTPA commands across sectors. In fact, the challenge quickly became clear: how to honour everyone’s time and stories while crafting a film people would actually take the time to watch! What started as a vision for a rather compact video naturally evolved into a longer, more substantial piece - a reflection of the deep passion, expertise and vision that runs throughout the industry.
Through a series of themed chapters, A Story That We Share is a colourful tribute to our collective journey - past, present, and future. Each chapter encompasses a different aspect of the Association’s achievements and strengths: as the voice of the UK cosmetics industry; as an indispensable partner to all; as a driver of collective progress; supporting members in the UK and internationally; and paving the way for a sustainable future.
How was the Movie received when it premiered?
We unveiled the film at CTPA’s 80th Anniversary Dinner in June, in front of 200 members, stakeholders and partners. Watching the room fall silent for those 13 minutes - seeing the smiles, nods and knowing glances was truly special. The energy and unity reflected in that room at that moment, followed by the fantastic feedback we received in the following days, are the best reward that I and my colleague Julia Hewitt, CTPA Membership Officer, who worked with me on the project, could hope for.
I would warmly encourage everyone to share the movie with their colleagues and teams. It’s a powerful way to demonstrate our collective achievements and our shared vision for the future.
What else is CTPA planning for this landmark year?
The film and dinner marked the start of our 80th anniversary celebrations, but there’s more to follow in the coming months. We’ll be releasing shorter video clips as part of a special Collection entitled What Our Members Say. These will showcase CTPA’s work and contribution on various themes through the words of our members themselves.
Making these films has been a fantastic campaign to imagine and deliver from start to finish. They truly reflect the pride, passion and dedication that CTPA staff, our members and our partners bring to their work every day. They also serve as an important reminder to us all of the positive impact that we can make in people’s daily lives.
Watch the Movie "A Story We Share": Celebrating 80 Years , produced with First Sight Media.
