Payot: M.L. Simonin Braun R. Chastenet

PAYOT

INTERVIEW WITH MARIE-LAURE SIMONIN BRAUN, CEO PAYOT

EXPORT MAGAZINE: How is PAYOT doing ? MARIE-LAURE SIMONIN BRAUN: Because of pandemic era, skincare has become an important part of daily routine having positive impacts on both inner and outer beauty. The company resisted well in these disturbed markets being a skincare dedicated brand with a strong international presence. PAYOT strengths also lays in its facialist DNA, a holistic vision of beauty made in France blending product and gesture. The team demonstrated agility and flexibility allowing an over performance in most markets and distribution channels, thanks to a high level of loyalty and proximity with our partners as well as a competitive time to market.

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PAYOT benefits from its own integrated laboratory at our HQ working through an efficient co-creation process with marketing, customers, consumers, KOL. This organisation promotes resilience and ensures a capacity to deliver novelties as planned i.e.HERBIER showcased at the 2021 TFWA, granted Prix d’Excellence de la Beauté 2022 Marie-Claire.

EM: What are your newsmakers for this new edition of the Tax Free show in Cannes? MLSB: To maintain our development, we must keep our pace of innovation, premium access positioning and sustainability commitment. The visitors will discover at our booth a reveal of our new primary and secondary packaging. We reduced by 20% the use of glass in our iconic jar. Our tubes, caps and pumps are now made of 50% of recycled and recyclable plastic. Outer boxes are 100% made from recycled and recyclable cardboard. Cannes, is also the place to disclose our new anti-wrinkle and smoothing line “LISSE” : a new skincare ritual where high performance and clean beauty go hand in hand. PAYOT’s laboratory focused its attention on a major scientific innovation: skin homeostasis ( skin’s ability to maintain a natural physiological balance, including stable hyaluronic acid levels, regardless of conditions). Each formula contains a duo of hyaluronic acids combined with a complex of plants used in herbal medicine (Swiss Pine/Wild Pansy) to compensate, protect and boost the natural hyaluronic acid reserves of every skin type. Clean, responsible formulas containing up to 98% natural-origin ingredients, PAYOT has selected responsibly sourced, responsibly produced plant extracts.

EM: What are your expectations during the Tax Free show in Cannes? MLSB: At Cannes existing bonds are consolidated and new opportunities become real. It is indeed our favourite time to meet our existing, partners and share in a professional and friendly environment the challenges of year to go business and next year marketing plans and budget. Overall, it is the perfect place to conquer new territories through new partners and businesses. This year we are willing to accelerate our presence in the sector of amenities, travel retail, duty free stores, airlines, onboard sales, magazine sales. Visit of our booth (Beach Village II – Booth 14) to discover our offers in an innovative and immersive dimension.

EM: In the future, do you think the skincare will have an even more fundamental role? MLSB: We have to learn from the cultural conquests gained so far. Being at home longer has taught us to devote more time to ourselves, to our skincare routine and to our well-being. Let’s hope this attitude will become stronger.

INTERVIEW WITH RODRIGUE CHASTENET, EXPORT DIRECTOR, PAYOT

EXPORT MAGAZINE: PAYOT and the international markets: what are the latest developments? RODRIGUE CHASTENET: We have closed the year 2021 on record high turnover, hence our first challenge is to continue this excellent dynamic. Despite inflation and the recent slowdown in consumption in Europe notably, we enjoy an increase of sales at the end of June vs the same period last year. Our biggest satisfaction is our even development on the five continents. In the Middle East and Africa, we continue registering outstanding performances in leading pharmacies. Our ongoing investments in media, training, merchandising and beauty consultants enabled us to grow twice faster than the market in South-Africa for instance, where we reach top 5 ranking of cosmetic brands in the Dis-Chem chain. Our activity in Asia Pacific continues delivering great results. To cope with high demands on specifically developed products for the region, we need just-in-time logistic solutions. It has been a challenge especially considering the shortage of container ships and the outrageous cost of air shipping goods. Thanks to our teams’ agility and creativity we managed to supply fully our TV shopping and livestreams operators in South Korea.

We are quite confident this success is a fantastic gateway to our development in China. In northern America, our e-commerce activity is above expectations, and we have great ambitions in Canada where we see opportunities to extend our presence on the whole market, on top of our historical one in Quebec. We continue our expansion in Latin America with the reintroduction of the brand in Argentina and the opening of Peru! Of course, in Europe we still have lots of room to grow though we enjoyed great sell out, notably in Italy and Spain, in professional channel, perfumery chains and online sales.

EM: Is the strategy that you chose, some years ago now, of omni-channel distribution, successful? RC: It is a winning strategy for us. Our historical positioning in the professional sector is a unique differentiating point. People are seeking emotions and experiences in the way they consume beauty products and our network of 3 500 beauty salons worldwide delivers that. On the retail front, our ranking in the top 2 cosmetic brands in regional chains in France and our recent launch in Marionnaud confirms our excellent partnership approach, offer, and sell out performances in a highly competitive distribution channel. We have a great legitimacy in the pharmacy channel and for specific countries like we’ve discussed in SouthAfrica above, leveraging the heritage of Nadia Payot, the founder of the company who was one of the first female Doctor is an asset we cherish. E-business growth is impressive thanks to an optimised organisation and a digital/consumer centricity implemented in the recent years. The brand provides advice, assets, tutorials and videos to accompany our partners and consumers in the best way to sell and apply PAYOT products (referring to our e-shops in France, Germany or USA). Our presence in the Travel Retail is evidence and our moves initiated two years ago are paying off as the industry rebounds. We are very proud to be present on board Tallink & Silja line cruise ships, and many airlines i.e. CorsAir, French Bee, Air Caraîbes, Air Tahiti and many more to come! The quality of PAYOT products have been proven over a century and our price range is unique in the selective framework. Travelling consumers are looking for good value for money brands and entertainment while travelling. Our team agility gives us the possibility to fulfil these needs and allow a wider consumer group to discover our products while we continue expanding our brand visibility.

EM: In 2022. Business was resumed again meeting people in person, do you think this is useful? RC: It is a necessity! We resumed traveling outside Europe since end of last year and attended quite a few tradeshows already this year such as IAADFS in West Palm Beach, Cosmoprof in Bologna and the Tax Free in Singapore. The enthusiasm is tangible, and we really were boosted by these physical exchanges with our long-lasting partners, recent contacts, and prospects. We have been forced in the past years to reinvent a way of working with long-distance partners and were efficient in reaching our business objectives. We are carefully adjusting and choosing where we travel. From a sustainable point of view this is a major and positive change in our company approach and working habits.

EM: Do you believe your presence at the Tax Free show in Cannes is essential to develop the channel of travel retail? RC: Absolutely yes! It is a must. Our team is ready: we had the past two years to organize ourselves to cease the momentum of the rebound of the sector. Our products are 100% made in France and it is essential that this show is being host in our home country. Last year we decided to keep our location and investments on the show. Despite a more confidential attendance vs 2019, the outcome proved us we made the right decision! We are thrilled to be part of the new 2022 edition with our beautiful open booth nearby the sea (Beach Village II – booth 14) so to stimulate great business in a unique inspiring place.