Friday, July 22, 2016Products news

The awakening of institute brands

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They have always existed, or almost always have existed, yet they are often only (re)discovered during a facial treatment in the cabin. We then realize that they also make excellent cosmetic products, often very technical and personalized. Boosted by several"premium" anti-ageing launches, they are making people talk about them. Beyond traditional cosmetics, these very expert brands are reinventing themselves and entering a new era..;

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~ 12 minutes

 25% of French women regularly attend the institute (compared to 80% of hair salons!), according to Marie-Laure Simonin Braun, President of Payot. And yet, women who are used to facial treatments are full of praise for their benefits, going so far as to say that they compete seriously with the plastic surgeon! That is a fact and it is not about to stop. More and more targeted, innovative, luxurious and professional, the products launched by the institute brands (we are not talking here about spa treatments like those of Cinq Mondes, nor about the"shop windows institute" of the major brands, but brands that have existed for a long time and have an authentic"institute culture" with professional lines dedicated to the cabin and home sales products) offer real results. A little old in the past, the profession is modernizing, determined to defend itself with its weapons against the boom of aesthetic medicine and"cosmeceuticals" (such as Filorga or Skinceuticals). L'Oréal with Decléor and Carita, the Naos group for Esthederm (the latter also owns Bioderma and État Pur), Nuxe with Laboratoire Collin (since renamed Resultime by Collin), Sothys with Simone Mahler and Bernard Cassière, Phyt's with Gamarde, Bionatural and Françoise Morice, Maria Galland …

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