Page 14 - EM6-26_LOW

INTERVIEW

CRÉATION BEAUTÉ INTERNATIONAL

A PORTFOLIO OF INTERNATIONAL BRANDS AND AN ALL-ROUND

STRATEGY MAKE CBI A CONSTANTLY GROWING GLOBAL PLAYER

name Le Couvent Maison de Parfum, with EM: How are you structured on the
the involvement of master perfumer Jean- international level?
Claude Ellena. Le Couvent has strong brand HJ: We have an international department at
recognition and an excellent distribution our head office in Paris, which manages our
network, particularly in Asia and Europe. relationships with clients and coordinates
This gives our Group a strong platform from the overall organisation. However, we
which to work with major players in global strongly believe that we need to be as close
distribution. We have refined its positioning, as possible to the markets. That is why we
bringing greater emphasis back to its original, have established a physical presence in
more accessible entry-level products, Singapore and Dubai, enabling us to monitor
alongside more niche collections created the Asian and Middle Eastern markets more
with the support of Jean-Claude Ellena. This closely. We are also considering establishing
acquisition is fully in line with the strategy we a similar presence in North and South
have pursued for several years: to achieve a America. It is essential for us to visit markets
balanced turnover between our licensed and and distributors regularly, listen carefully
proprietary brands. Today, approximately to their feedback and understand their
60% of the turnover of our fragrance division needs. Markets are becoming increasingly

INTERVIEW WITH comes from our own brands. demanding and competitive, and we need to
HERVÉ JOSSERAND, adapt constantly.
CEO OF CRÉATION BEAUTÉ EM: Has Création Beauté Cosmétique,
INTERNATIONAL the second business unit of the Group, EM: Your company has several product
also taken on any new brands recently? categories in its portfolio. For example,
HJ: Yes, we have added two new skincare Création Beauté Parfums has niche and
EXPORT MAGAZINE: How has the business brands. In October 2025, we acquired Olivier selective brands, lifestyle & kids’ brands,
of your Group developed over the past Claire, a luxury skincare brand with a strong as well as masstige brands. How important
two years? presence in spas and five-star hotels. is it to have good marketing teams?
HERVÉ JOSSERAND: We have continued It joins our existing portfolio, which already HJ: Having a broad and diversified brand
to strengthen the brand portfolios of our includes Rexaline, a dermo-cosmetic skincare portfolio creates the critical mass that
two divisions: Création Beauté Parfums, brand distributed through perfumeries, enables us to finance our growth. In our
which manages our fragrance brands, both pharmacies and online channels. Our make- industry, I believe this is essential. Despite
proprietary and under licence, and Création up brand Black Up, which specialises in shades our growing size, we make sure that each
Beauté Cosmétique, which focuses on skincare for multicultural and darker skin tones, brand is managed independently and
and make-up. In fragrances, we added three has also recently been joined by Nubiance, clearly differentiated, in order to preserve its
new brands to our portfolio in 2025. a skincare line specifically developed for marketing identity and distribution strategy.
We signed two new licensing agreements with darker skin tones. This completes our At the same time, we centralise our cross-
prestigious French brands, Lancel and Inès de offering for an important consumer segment. functional resources so that they can work in
la Fressange. Then, in June 2025, we reached The acquisition of Nubiance will generate synergy across all our brands and strengthen
an important milestone with the acquisition significant distribution synergies with Black our overall presence in the markets.
of Le Couvent, further strengthening our Up, particularly in e-commerce, as both
portfolio of niche brands. The brand was brands target similar consumers. EM: Having rapidly increased in size, do you
originally created by L’Occitane as Le Couvent There are also synergies with Rexaline think that a flexible attitude is necessary?
des Minimes and was subsequently taken in terms of marketing and R&D, as well HJ: Absolutely. Our priority is to remain close
over by the Kresk Group, which transformed as in distribution, especially through the to the markets and, above all, to stay agile.
it into a niche fragrance brand under the new pharmacy network. Growth and size certainly provide broader

12