Beauty - Brand Awareness . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .


As Sothys celebrates 70 years in business, we take a look at this brand’s origins from the basement in which it was first created right through to the luxury cruise liners it now partners with.


On the 5th April 1946, clinical pathologist Dr Max Hotz founded the Sothys brand in the basement of a Parisian Beauty Institute to market his own products. In the beginning, Doctor Hotz, a shrewd Egyptologist, created a cosmetics brand and revived the wonderful Egyptian legend of Sothys.


Legend has it that Sothys was the name that the Ancient Egyptians had given to a star of dazzling clarity; it appeared in the eyes of the Pharaoh’s lands, it was the supreme jewel. People were fascinated by its radiance and beauty. This muse inspired the brand that bears her name to embark on its enduring quest for beauty and perfection.


Since 1946, Sothys has offered exclusive, professional treatment methods consistently applauded and trusted by women the world over, and from Dr Hotz’


Sothys Fact File


• Sothys was first created in the basement of a Parisian beauty institute.


•In 1968 the brand launched a lifting facial, the first Institute Treatment (IT).


•Export markets in Europe, the USA and then Asia were opened in 1974.


•The creation of the American affiliate based in Miami followed in 1981.


•In 2004, Sothys became partner of the Thermes de Spa.


•Sothys celebrated its 70th birthday in style in May 2016 aboard luxury cruise liner, and Spa partner, Le Lyrial.


1946-1947


Sothys is founded by Dr Hotz on the 5th April and the production of the first biological serum apoule came in the following year.


1950


Launch of Desquaderm, the future Desquacrem.


1966


Sothys is acquired by Bernard Mas.


laboratory came some of the brand’s first innovations, such as biological serums in ampoule form.


Twenty years later, in 1966 Bernard Mas, an arts graduate from the Sorbonne University, acquired the Institute Sothys and developed the brand in France and around the world, looking for partnerships in America and Asia to establish the foundations of this fledgling business.


In 1974, export markets were opened in Europe, America and Asia allowing the brand to expand internationally which has subsequently led to the partnering of over 15,000 Spas and Institutes in more than 120 countries worldwide.


Today... The family project initiated by Bernard Mas continues today through his sons Fréderic and Christian Mas. Since 1966, Sothys has passed down a tradition of unreserved luxury from generation to generation, in the two places that have played a historic role for the brand. Correze, from where the Mas family originated, for its research and production units, administrative departments and Les Jardins Sothys™, and Paris, where you’ll find the international training centre and, at 128 Fbg Saint Honoré, L’Institute Sothys, the brand’s global showcase, entirely focused on treatment excellence.


On Irish shores, Sothys has been exclusively distributed by Chleo Enterprises for the last 30 years. A second generation family business founded by Katharine Hurley and now managed by brother and sister duo, Richard Hurley (Finance Director) and Nicola Mealia (Managing


1978


Foundation of the Sothys training school.


Director), Chleo Enterprises operate from their own premises, which includes a warehouse, state-of-the-art training facility, showroom and offices in Ballymount, Dublin.


“Our aim is to develop Sothys’ presence in the prestige beauty salon and Spa market in Ireland,” explains Nicola. “We work closely with Sothys’ Marketing Plan and adapt it to suit our own market requirements. This gives us clear direction and highlights the main focuses on an annual basis.”


Product innovation Being in the beauty business for so long can sometimes mean that product ranges go out of fashion, so how have Sothys kept their product offerings up-to-date? “By staying one step ahead!” Nicola remarks. “In the early 2000’s, Bernard Mas and the company maintained their pioneering reputation by keeping a step ahead of new regulatory standards and investing in the development of a new international logistics centre in Brive, as well as a new manufacturing site in compliance with pharmaceutical standards in Meyssac.”


1985


Opening of the L’Institute Sothys at 128, rue du Faubourg- Saint-Honoré in Paris.


38


Nicola Mealia, Managing Director


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