Page 9 - EM EXPORT MAGAZINE PERFUMERY EDITION
P. 9
INTERVIEW
Each brand must have exclusive
characteristics, with brand new creative
and qualitative products adding value and
differentiation. The brand portfolio is the
translation of the evolution of the global
beauty market. Beauty is a pyramid: there
are very expensive, premium products,
niche products, affordable products and
masstige products. With our portfolio
we succeeded to cover all these perfume
segments. In this business, one of the keys
is to well cover the market, with a balanced
choice between the brands which belong
to us – created or taken over – and the
perfume licences.
EM: Can we say that one of the secrets of
Création Beauté International Group is
flexibility and constant adaptation to the
market?
HJ: We apply a mirror strategy on the beauty
market, we have brands in the different
segments, which go from euro 300 to euro 9.
EM: In 10 years, you have rapidly created
an important Group...
HJ: We have applied the strategy of the large
Groups adapted to our size and our human
and financial resources. The key point, in this Established in 2008, the brand tackles aging EM: How is the distribution allocated at
business, is to have a certain critical mass with a unique hyaluronic acid complex, international level?
to be able to speed up anytime, which is renowned for its deep skin replenishment and HJ: The allocation is different in relation
essential to keep developing solidly without 15 times more penetration than conventional to the product categories and the price
becoming fragile. forms. Thanks to its commitment to science levels. Considering that most of our brands
-driven result, it is positionned in the are French, with a historical presence in
EM: Is being ‘Made in France’ important? dermo cosmetic segment which is the most Europe, we are very present in Europe,
HJ: It is essential, it is a major advantage so we blooming segment of the market at the with 30-40%; distribution in the other
might as well boast of it and concretize it on moment; mainly in Asia where we launched regions is around 15% each (Middle East,
the ground. All our activity is based in Paris, the brand with fantastic results. Far East, U.S.) with important marketing
our offices, creation, packaging and logistics The integration of this skincare brand in our and distribution investments to promote
never far from us. All our brands are ‘made in Group, help us to reach and develop the Asian constant growth.
France’ and all the ingredients to compose the market even better with our global portfolio. We have a very professional export team
fragrances are sourced in France. Similarly, the acquisition of Black Up, a to whom we give all the necessary support,
highly specialized make-up brand for dark both from the point of view of training and
EM: You started with fragrances and and very dark skins, so strong in the USA and communication.
in recent years you have launched a in Africa, will help us to develop strongly in At the same time, thanks to our diversified
skincare brand, Rexaline: how did the these regions. The brand portfolio, which is offer on the three beauty axes, fragrances,
market welcome this line? in constant evolution and includes today a skincare and make-up, we can offer to
HJ: Rexaline is a clinical anti-aging brand total of 17 brands, is a key driver for Création our distributors and partners in the
which merges the best of American scientific Beauté International Group to reach its world the tools they need, as they are the
innovation with French luxury. targets on the global beauty market. ambassadors of our brands.
7