brand awareness
“WhenNadia [Payot]met the famousRussian ballerinaAnna Pavlova shewas struck by the difference between the youthful appearance of the dancer’s body and the signs of ageing on her face.”
she trained generations of beauticians who did not exist at this point and were graciously called ‘Beauty Ladies’.
Nadia ensured that all the beauty therapists that she trained knew about the skin, the treatment and themassage techniques as well as being able tomake their client feel like they were in a haven of peace and a place where they could confide and leave feeling good, both on the outside and inside.
In the 1950s the Doctor decided to employ beauticians for facial and beauty care as well as physiotherapists and doctors for themore technical treatments. Revolutionary body treatments were developed such asmanualmassages, electricmassages, light baths to fight cellulite, relaxing and rejuvenating thermal baths and jetmassages for the whole body.
These techniques are still used today for women who want to keep theirmind and body in
shape.The Doctor was considered to have verymodern views and already understood the importance of goodmoral health and upholding the cult of the body.
She evenmademake-up become a treatment by developing products that continue to treat, whilst enhancing the natural beauty that everyone has.
It is this sense ofmind, body and soul that remains prominent within the company today and has enabled it to expand internationally. Payot has been present in Russia formany years and has recently had a successful launch in China and Israel.
Towards the end of her life, Dr Payot travelled around the world and became an
ambassador of her brand, wrote three books, held conferences, performed demonstrations and helped women feel better and lookmore beautiful.
When she died in 1966, she left behind her expertise, seriousness, generosity and determination, and it is these qualities that the Payot Laboratories have today with the desire to continually expand for the well-being of women in the L’Espace Payot, providing a relaxing haven in the heart of Paris.
the next step
After continuous development of new products and the brand retaining the Doctor’s original philosophy, Payot has
managed to keep ahead of competition and be recognised as a long established brand.
Roxanne Caffin, Payot BrandManager in the UK says it is their commitment to their clients that has aided the brand: “Payot UK’s values are client service, accessibility, continuous training and marketing support. Customer service is paramount in everything that we do.”
Although the brand is not yet established in the US they hope to be soon. However in themeantime the 2012marketing plan is full of launches including body products inMarch and July, a complete new range inMay and other existing launches for the second half of the year.
1947 - The invention ofMedi-Spa. In addition tomanualmassages, the Castiglione Institute offered electric massages, light treatments to fight cellulite, thermal baths with a relaxing ionisedmist and a variety of others treatments.A true innovation at the time, an ‘underwater shower’, with a hydrostatic bathtube equipped with jets formodelling the figure was installed.
1947 - A factory and other laboratories were opened at Bois- Colombes, but this time with the production, packaging, shipment, glasswork and cardboard workshops.
1947 - Dr Payot creates the first school for training beauty therapists in her vision and techniques.
1950 - 42-step modellage is created to massage and sculpt the face.
2004 - Payot is launched in the UK.
2006 - The Espace Payot rue Pierre Charron close to Champs-Elysées in Paris opens.
GUILD NEWS 65
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