Page 8 - EM EXPORT MAGAZINE PERFUMERY EDITION

INTERVIEW

CRÉATION BEAUTÉ

INTERNATIONAL

A CONSTANT

GROWTH, THANKS

TO A DIVERSIFIED

PORTFOLIO OF

BRANDS AND A

DEEP KNOWLEDGE

OF THE MARKET

EM: Do you consider that having your in-house
agency is a strong point?
INTERVIEW WITH HERVÉ HJ: It is a strong point because it provides our team with
JOSSERAND, CRÉATION expertise and flexibility allowing us to react fast and to
BEAUTÉ INTERNATIONAL give prompt responses, in line with the market demand.
GROUP FOUNDER This service, for instance, is particularly appreciated
by all the companies with whom we have signed a
perfume licence. Being able to interact directly with
EXPORT MAGAZINE: When did you found your our communication agency, they find satisfactory the
Group and what was your strategy ? relationship with our Group including from the creative
HERVÉ JOSSERAND: When I created our Group, 10 years and marketing points of view.
ago, from the very beginning my strategy was to have a
palette of complemetary brands and activities, in order to EM: What are your main objectives?
reach progressively a critical mass and grow efficiently in HJ: As I have just mentioned, our objective is to bring all
time, on such a competitive market as the beauty market the different types of expertise needed under the same
is. Our Group is the balanced sum of 4 distinct Business roof, to allow all the different brands to develop in the
Units : a business which develops the brands for perfumes world of beauty. We work on the three axes of beauty:
we have under licence and our own house brands, a second fragrances, make-up and skincare. For each of these
business which manages our skincare brand and our make- categories, we have dedicated teams which take care of
up brand, a Design and Communication Business, managed purchases, production and international development.
by an in-house agency which works for our brands and
other external clients, and finally a distribution company EM: On which criteria has the brand portfolio been
in France, with a network of integrated perfumeries. Today, developed over the years?
our group combine Design, Creation, Production, and HJ: Consistency: always following the initial strategy
worlwide Distribution under one roof, and have a portfolio to create brands and product lines for every range of
of 18 brands with highly complementary positionings. consumers.

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