brand awareness
Thismonth’s BrandAwareness takes a look at the history of Payot and howmedicine and beauty combined to create one of themost unique skin care brands.
Since its launch in France in 1927 Payot has come a long way and expanded to the UK in 2004. Payot’s founder Nadia Gregori Payot believed that “your skin is themirror to your soul” and that remains to be the ethos behind the brand today.
Nadia was born into a rich family on the banks of the Black Sea in Odessa and raised by French and German
governesses.At a very early age she decided that she wanted to become a Doctor and by the time she was 20 went to study at the faculty ofmedicine in Lausanne and became one of the first female doctors of her generation.
It was in 1917 on a trip to NewYork that Dr Payot saw the world of beauty parlours and became amazed by them.
The Payot Fact File
• The brand is shipped to 64 countries worldwide.
• Payot has over 100 products and a total of 14 different retail ranges.
• Recently launched Elixir (beauty oil for face, hair and body) is one of the best-selling products by the brand, as well as two of the Dr’s original products: Pate Grise and Speciale 5 which is used to treat blemishes.
• 1920 was the date the first product was sold.
• Around 2.5million Payot products are sold each year.
This was when she found her real vocation and decided to work for the beauty and well-being of women. Whilst in NewYork she focussed on ‘joie de vivre’ and deep breathing tomaintain a balance between body andmind which lead her to create her innovative Biological products. Also on the trip Nadiamet the famous Russian ballerinaAnna Pavlova and was struck by the difference between the youthful appearance of the dancer’s body and the signs of ageing on her face.
facial exercises
It was frommeeting the ballerina that Dr Payot developed a beauty philosophy based onmovement, facial exercise and essential skin care
products.This is something that sets Payot apart fromall the other skin care brands as it offers muchmore than just a cream.
The Doctor realised the importance of muscular exercises, which lead her to create care products as well as facial gymnastics and product application methods for consumers to use in the home.
The first products created by Dr Payot were Golden Rays Cleanser and Crèmes No.1 and No.2 and weremade in her
kitchen.These were accompanied by her first beauty recommendations and exercises that she sold to her own personal
clients.This was the first step fromtransforming beauty therapy into a discipline derived frommedicine.
In 1920 the couplemoved to Paris where she began working with a herbalist who supplied her with plants, sulphur and
camphor.Then she started to blend certain Beauty Elixirs and finalise a few
of her earlier products such as Golden Rays and Nutricia.
In 1927 she opened up her first beauty salon on the Rue Richepanse, Paris and was greeted with tremendous support, so much so that the salon became too small and had to bemoved to Rue de Castiglione.
At the Castiglione beauty salon, customers were presented with products in delicate jars or purple bottles (the colour of spirituality) in curved shaped bottles to represent a woman’s body.
Fromthis concept Dr Payot went on to develop the 42-stepmodellage to massage and sculpt the
face.This unique technique aims to revitalise the soul, renews beauty and restores harmony to regain the balance betweenmind and body. Even today this remains to be the main focus of treatments offered by Payot’s beauty therapists.
expanding…
It wasn’t until 1947 that Nadia decided to teach hermethods to others and open up her first beauty therapy school and began to develop body care on the first floor of the Castiglione beauty salon. For 19 years
1913 - Nadia Payot becomes one of the first female doctors.
1917 -Meeting withAnna Pavlova which inspired Dr Payot.
1920 -The first products, Crème Crèmes N°1 and N°2 and the first movements are created.
1925 -The first beauty institute Rue Richepanse opens in Paris.
1938 - Dr Payotmoves to larger quarters rue de Castiglione in Paris, as word spreads and advertisements are launched.
1947 - Development of Pâte Grise, which is still one of the brand’s best- selling products.
64 GUILD NEWS
Dr Payot
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