In a mini-interview by Mark Causon, Guinot’s International Area Manager Emeline Leduc talks about the firm’s international strategy
As Guinot’s International Area manager Emeline Leduc is responsible for the development of the company’s trade with 18 countries. She is one of five area managers, in charge of the European market – Guinot’s biggest. Leduc’s remit is essentially to make sure that all representatives follow the same and unique brand development, sense of strategy and training.
“Guinot products pass through rigid research and development,” she starts. “The formula for our products is very important since our range is tested according to Pharmaceutical standards. We consider our clients as our partners, so we make sure they are served the best cosmetic products.”
It seems that the recession in the eurozone has not hindered Guinot’s growth. Asked whether the economic crisis has in any way impacted on their turnover, Leduc said: ”The financial crisis is a reality in today’s world, but people are not afraid of prices. Our clients go for value and product quality. Considering that the French market is highly competitive, Guinot has had an increase in sales of 10 per cent over the fourth quarter of last year, proving that we are on the right track with our philosophy of only delivering highly professional products without any compromise. This not only proves that we have been in business successfully for the past 45 years, but also that we are here to stay.”
Leduc describes Guinot’s mission as that of “beautifying women”, which also contributes in delaying surgical interventions to enhance beauty.
While resilient in its attempts to tap new markets, 50 per cent of Guinot’s business is based in France. Around the world however, Guinot is represented in more than 10,000 appointed beauty clinics and spas.
“Whether you visit a Guinot appointed centre in Malta, in France or in any other country, you will get the exact same service and treatment,” Leduc said. “But besides the production and marketing of skin care products, Guinot also develops innovative technology for depilation, slimming and facial care. We offer an answer to every stage of beauty.”
She also claims that none of the Guinot products are tested on animals and that none of the ingredients used in their products undergo genetic modification.
“Furthermore, we have traceability accounts from the ingredient stage up to the final product,” she said.
Asked whether their products are exclusively aimed at the female market, Leduc explained that men are also catered for, with a view to further exploit this growing market by about 10 per cent.
“But our products are designed with the knowledge that a man’s skin is different from that of a woman’s. For men, for example, we offer skin renewal and moisturisers which penetrate deeper into thicker skin.”
Leduc however, seems to be primarily focused on marketing her products predominantly to the female market.
“Women are the same everywhere,” she said. “The have the same desires, and Guinot is here for them to show them the vision to solve their problems with beauty.”