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Ecodesign, which aims to reduce the environmental impact of products and services at the design stage, is now a key element of CSR strategies. However, despite a favorable context for its development, companies' ecodesign practices remain limited, leading to incremental eco-innovations that are difficult for consumers to identify. Through a comprehensive analysis of business practices based on forty-six interviews, we show that the difficulties associated with the deployment of ecodesign result from the way this approach has historically been framed by the actors. Three dominant frames, whose characteristics and effects are analyzed, are presented: a techno-centric frame, based on rigorous environmental assessment methodologies; a customer-oriented eco-innovation frame, aiming to integrate the customer into a more global strategic approach; and a hybrid frame, seeking to combine the strengths of both approaches.