Beauty -BrandAwareness . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
We delve into the world of organic skin care brand Phyt’s, and find out how Virginie Claire Products propelled the brand to the forefront of the Irish beauty industry.
The Phyt’s brand was created in 1972 by its founder Jean-Paul Llopart, a French Naturopath and Biologist. He felt that beauty and health are linked and nature alone can create efficient and effective cosmetics that are in harmony with the body and at the same time respect mankind and the environment.
Phyt’s was first introduced into the Irish beauty market in 2007, and since its launch has seen a rise in popularity that has cemented Phyt’s as one of the leading certified organic brands.
Created and manufactured in France by Laboratories Phyt’s for over 35 years, the range is environmentally and socially responsible offering effective products for professionals. Phyt’s products proudly bear the Cosmebio label, proof
Phyt’s Fact File
• Phyt’s do not test any of their products on animals.
• All product components are handpicked from their natural surroundings.
• Products contain a minimum of 95% certified organic plant ingredients.
• The product range currently contains face care, body care, make-up, men’s care and Spa treatments.
• Phyt’s also offer a sun care range that contains both UVA and UVB protection.
of their organic, social and sustainable integrity and commitment.
Distributed by Virginie Claire Products, the successful range is growing all the time, now including cosmetics alongside the skin care collection. Founder Virginie Claire says: “Our ethos is to provide a premium quality service with a premium organic product range at an affordable price to support and expand our clients’ business growth.”
Starting fresh
Virginie Claire moved to Ireland in the early nineties with a dream of making it big in the beauty business. Hailing from a small village in France, Virginie made her first foray into beauty after a family friend proposed she came to Paris to study and work.
As a beauty therapist first and foremost, Virginie knew exactly what a skin care range should offer and so
had excellent beauty knowledge when choosing the right range for Virginie Claire Products to distribute. Since the formation of the company they had been distributing French cosmetics, but with the help of her partner Simon Murphy, Virginie decided upon Phyt’s as the staple supply.
“We started the distribution from home, taking one room at a time as office use and to stock the products,” says Virginie. “Then we extended into the children’s bedrooms as they were promoted to our guest bedroom in the attic. When we realised that the products were taking over our living space we understood it was time to find premises!”
They sold their first products in their salon in Kennilworth Cross Roads in Dublin 6W, introducing them to their customer base to test customers’ feedback on the new product range.
From there Virginie knew the products were proving popular, and provided great results. This was the starting point for launching Phyt’s as a hugely successful brand into the Irish market.
The right choice
Virginie knew that Phyt’s was the right brand for her company since meeting
1972: Phyt’s is founded by Jean-Paul Llopart.
2003: Phyt’s becomes certified organic with the Cosmenio label by Ecocert.
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September 2006: Virginie flies to Paris to the French Beauty Congress with a carefully prepared business plan to meet the president of the Phyt’s corporation Thierry Logre.
December 2006: Phyt’s is introduced to the Salon Virginie Claire in Dublin 6.
Virginie Claire
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