This paper aims to propose a new solution based on the progressive evolution of the environmental performance of the organisation considered by way of the design, deployment and enrichment of a ‘classic’ ecodesign tool. This is developed by a multi-functional team and acts as a learning vector within the company. This approach is called ‘the environmental Trojan horse strategy’ (ETHS) because the underlying strategy is to introduce an appropriate pretext that enables collaborative work (the ecodesign tool has to be co-designed) and to supply the organisation with the necessary skills to develop it further. This enables it to take into account many more environmental criteria and to integrate them better in the PDP. Applying the ETHS allows a company to progress along an integration trajectory from a partial ecodesign approach towards an eco-innovation approach. The proposed ETHS has been tested in a French SME for five years.