Picture this: Daring research and aesthetic know-how coexistingin a treatment room! with Keraskin Esthetics, skincare has been propelled into a whole new era.
Tthis professional luxury brand, fruit of harmonious collaboration between l’oreal’s advanced research teams and beauty experts, is now present in nearly 50 prestigious addresses in france such as the miramar crouesty, the thermes marins of monaco, the domaine du mont d’arbois. Zoom...

Alexia, tell us about Kéraskin’s position as an innovative and selective brand...
Alexia PAPADOPOULOS: To create Kéraskin Esthétics, L’Oréal combined the extensive know-how of more than 400 beauty therapists with the latest scientific developments of 3,000 researchers. The brand’s features are therefore unique: totally new and highly potent active ingredients and technologies which are proportioned and potentiated for exclusive professional use, and included in made-to-measure follow-up programmes to maintain results at home. Currently, more than 25 patents protect our numerous innovations. We are very proud to say that the brand provides exceptional results that are acclaimed by more than 5,000 women worldwide. It goes without saying that Kéraskin Esthétics’ premium brand positioning involves a very selective distribution channel: luxury hotels, Spas, thalassotherapy centres and beauty salons. The brand’s selective distribution strategy implemented early this year enabled us to double turnover patterns in businesses opened in 2011, compared to our first years of business.

Julien, what is your assessment of these last 3 years?
Julien WEILL: Launched in late 2008, Kéraskin Esthétics, became the first skincare brand of the L’Oréal Professional Products Division (previously named Hair Care division). The brand was therefore naturally distributed by the division’s historical clients, that is to say hairdressers. As Alexia said earlier, the brand has since focused its distribution strategy on skincare channels but maintains exclusively professional distribution (beauty salons, day Spas, hotel Spas, thalassotherapy centres...). Kéraskin Esthetics was available in 35 beauty outlets in 2010. In 2011, the brand will close its books for2011 with 55 beauty outlets and renewed distribution. The brand’s growing share in Spa locations will have increased by more than 10 points, representing close to 2/3 of our distribution. 2011 started slowly but surely with “chosen” openings and the second half of the year is off to a flying start. In spite of the selective nature of our strategy, we recorded more openings in 2011 than in the past years.

What are the brand’s assets?
A.P.: Thanks to the recent adjustment in our distribution strategy, Kéraskin Esthétics embodies more than ever its raison d’être through the brand’s uniqueness which pays tribute to every aspect of the beauty profession: 1. High concentrations of active ingredients – 2. Completely new skills and knowledge transmissions that we will unveil en September 2011 with the launch of a bio-cellulose mask, a real substitute for skin used in reconstructive surgery, providing an exclusive professional treatment for the delicate eye area. 3. Riding the fresh cosmetics wave, prepare-as-you-go formula provide the ultimate in bespoke treatments. 9 rituals lasting from 30 to 90 minutes (6 face and 3 body rituals) meet the skin’s needs whatever they may be. And the trump card? These treatments are not just for women, but for men too.

What is the Kéraskin Spa concept?
J.W.: Being at early stages, Kéraskin Esthétics does not intend to be referenced in a new establishment necessarily at the same price as an outgoing brand. The easy and quick to implement collection of 16 professional and 25 retail references for both men and women along with a turn-key Spa Concept provides an opportunity to stand apart from others and significant potential for growth by creating extra trade with respect to different target markets. Selective at the same time as being accessible. In order to fit in Kéraskin has shrewdly rethought its opening package by considering future clients’ potential (in terms of number of treatment rooms, reselling turnover...). Thus, an opening account can begin at around 3,000 Euros. The brand has chosen to heavily invest in its new beauty outlets, providing customers with diagnosis and professional skincare tools, linen, merchandising and samples to support retail not forgetting the supporting annual marketing plan.  

Does training play an important role in your development and implementation strategy?
A.P.: Yes indeed, we attach a great deal of importance to training as it is an approach for strategic development for professional brands such as ours. We pay great attention to this aspect and have, for that matter, completely redesigned our training courses to meet our clients’ expectations and needs.
We have developed a condensed and compulsory initial programme to be followed before the opening order has been delivered that lasts 5 days (3 days for Face treatments only). Optional - but still complimentary - modules may be chosen according to the Rituals to be implemented by the establishment. This favours progressive implementation of the collection of Rituals according to the client’s profile: hotel Spa, day Spa, beauty salon. Not forgetting, of course, further on-site skill developments that vary according to client needs.

by Isabelle CHARRIER

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