“The reason I sign on these cosmetics is not from a desire for fame. Behind this signature is a message, a personal dialogue with every woman. When I am at the lab carrying out research on a formula, I see a woman before me, as if I am about to create her personal line of cosmetics… “
Ioulia Armagou Chemist – President of Juliette Armand
Les Nouvelles Esthetiques took advantage of the moment to catch up with Janine Janse van Rensburg from Poise Brands, and Ioulia Armagou on their recent launch of Juliette Armand in SA.
Skincare is not a matter of vanity, but rather a matter of skin health – Juliette Armand believes that every woman deserves the right to affordable high quality skincare. Featuring three specialist lines of imported luxury cosmetic products – Juliette Armand is now available in South Africa, through Poise Brands.
Juliette Armand is pioneering the idea that although the effects of time cannot be stopped, it can be slowed down. Their mission is to slow the effects of the lapse of time on the skin. The scientists at Juliette Armand believe that the skin has moods and they take steps to treat skin individually, beyond the definitions of sensitive, dry and oily, taking a more holistic approach. It is due to this careful and considered approach that they create multidimensional products to achieve maximum results for every woman’s skin mood.
At a time when so much of the beauty industry is impersonalised Juliette Armand pride themselves on being just the opposite – personal – a quality evident in the devotion of their founders to research, as well as the variety of their product lines, specialised ingredients and proven results. Juliette Armand offers three product lines: Skin Boosters Anti-Surgery System, Elements of Evolution and Sunfilm.
A story of personal creation…
The company was established in 1992 when chemists Michalis Papaefstratiou and Ioulia Armagou decided to enter the beauty industry, develop new formulas and apply personal values to their laboratory work and professional achievement…
In just a few years, the company achieved a leading position among beauty salons and launched exports and partnerships with world renowned beauty institutes.
In Launching in SA, in an competitive market, how do you differentiate yourself?
On the question that we often receive “how are we differentiated from competition in regard to our ingredients and their concentration in Juliette Armand personal professional cosmetics”, we answer that the difference cannot arise from one or two ingredients, instead the difference is made by the whole formula.
Certainly, the selection of the raw materials is of high importance for the development and the success of an advanced formula. In Juliette Armand’s formulas there are complexes developed in our labs such as CLEANSING COMPLEX, EFFECTOX, ANTITOX etc., as well as high-end technology ingredients. In regard to the concentration of each of them we follow the suggested optimum concentration at which the ingredient corresponds best to the claims of its action, according to clinical studies.
Based on which criteria do you select your ingredients?
We choose our ingredients based on two criteria. First, based on recent technological findings in antiaging field, and especially those related not only to cosmetics sector but also those related to human life extension like genes, peptides, sirtuins, telomerase etc. The second decisive factor is the safety of the final product. In order to satisfy that, we follow all studies related to the raw materials and monitor all possible negative actions of the ingredients (preservatives, perfumes, chemical petroleum byproducts) or possible allergies that they might cause.
Please tell us a few things about the complexes you use in Juliette Armand.
EFFECTOX TM in which Thavma Therapy is based on, was the first big success of Juliette Armand. Today we are moving on a radical evolution and recomposition of this complex. Another complex that bares the signature of Juliette Armand is the ANTITOX TM that is used in OPSIS THERAPY and is also included in the SunFilm sunscreen line. It is an outcome based on In Vivo studies.
Why do you believe so much in serums?
Because we managed to produce products with the maximum possible concentration (and we mean that) and thus the maximum effectiveness. In the same time we managed to create an easy-to-use product both for professionals and final customers. It can be used alone, with cream, with mask, in treatments, it can be ionised and used in all beauticians’ equipment (ultrasound, laser, etc.) or it can be combined with other serums.
In which formula did you face the greater difficulty?
There are many of them. But I would like to mention the Sunfilm SPF 30 that had many technical difficulties in order to satisfy three requirements: A) it had to be in line with the latest EU legislation on sunscreen as regards to the UVB but also UVA radiation protection. B) There was a request to come up with a sunscreen of non-oily texture, which is essential condition for special cases such as for use after chemical peeling. C) It was important to ensure the product’s stability. The reward of our efforts is the wide acceptance of Sunfilm SPF 30 both from beauty professionals and final customers.
For more information contact: Poise Brands on
Tel: 011 033 0500
or website: www.juliettearmand.co.za
