Jean-Pierre Lavigne, the new owner of Physiomins, wants to relaunch the company with its network of beauty care institutes specialising in slimming. Lavigne earlier set up the Elytis perfumes company which was sold to Douglas of Germany.
Edouard Faguieres, deputy director, said they wanted to create a brand which was a reference for the sector after revamping the concept and extending the number of outlets.
The concept is to include the use of cosmetic products and Faguieres added that the offer would extend to the promotion of well-being, anti-ageing products, nutritional advice and new lines of products. Physiomins will introduce a range of over 70 reference products including creams. A new care centre is being opened in Paris in March and will market the brand to men as well as women.
The current network is based on 78 franchises and half will have to renew their contracts. Some 50 franchises are located in 13 countries including Hungary, Belgium and Portugal. The aim is to create 150 points of sale within three years.