Philippe Vincent of Etat Pur talks about shaking up the skin care market

Published: 21-Feb-2013

Brand is focused on European expansion

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Since it first launched in 2011, Etat Pur aimed to do things differently. The French skin care brand, which has now expanded to the Netherlands, Belgium, Germany, Spain and Italy, aims to shake up the industry by offering personalised skin care at an affordable price. Co-Founder Philippe Vincent talks about his plans to expand the brand's European presence, as well as target some of the key BRIC markets.

What was the inspiration behind Etat Pur?
Etat Pur can be summarised in two key words: personalisation and democratisation. The brand was started by Jean-Noël Thorel, the founder of the Bioderma and Institut Esthederm brands. The inspiration behind the brand was to do something really different. We wanted to create a brand that would offer personalised solutions that are effective to everybody regardless of age, skin colour and problems. We also wanted to offer skin care that was both affordable and top quality, while being precise enough to meet everyone’s needs. This led to the creation of two lines: Pure Cosmetics, which includes everyday skin care products, and Pure Actives, which are used to treat specific skin problems.

Is personalised skin care the future of the beauty industry?
Personalisation is a strong trend in many industries, not just beauty, as I think we’re seeing a growing desire from consumers to find a solution for themselves. Etat Pur, however, is not just about personalisation – it’s also about being effective. There’s a lot of marketing out there around the idea of personalised skin care. We wanted to move beyond that and make products that really work.

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