Violette_FR launches “invisible bandage” to treat major problem skin – WWD

For Violette Serratto, it’s new ideas that turn all makeup and skincare mistakes into positives.

So when a botched laser treatment left the makeup artist and beauty founder with minor burns on her face just before a press tour in 2016, Ms. Cerrato said that while she was promoting her makeup and scars, she I realized I needed a product that could provide a protective barrier. healing.

“Attempting to apply makeup over burns, cuts and scars is something you should never do, but it’s not a good thing,” says Guerlain, creative director of makeup and founder of her eponymous brand. said Serra, who also serves as chief executive officer.

“Those three points became my obsession: treatment, protection, and priming,” she said.

This trinity was the origin of Violette_FR’s newest product, the Invisible Bandage. More than four years in the making, this clear formula, priced at $28, features a blend of oil-regulating Acnelis, hydrolyzed algae extract, niacinamide, and anti-inflammatory CM Glucan Granules. is.

“This is a product that I feel is perfect for cleaning small razor cuts, burns, and acne. It’s useful both under and without makeup,” says Serat. he said.

The announcement comes at a pivotal time for the brand, which has just signed its first major retail deal with Mecca.

“I wanted our first retailer to be a partner and really contribute to building the brand, not just a distributor, and I heard Mecca did that,” Serratto said. Told.

Violette_FR has all products except Invisible Bandage and Sérum Superlatif in 39 stores across Australia and New Zealand.

The brand is also sold in six French pharmacies in Paris, including Pharmacie Rambuteau and Pharmacy Dauphine. “It was my obsession to go to French pharmacies because it was a stamp of approval. [the pharmacies] Please say good, good.” Given her background as a makeup artist, Ms. Serratto said that in the early days of the brand, she was nervous about whether her skin care products would be taken seriously.

Those concerns have since been dispelled. Currently, the brand’s probiotic-based Bun Bun Milk is the company’s best-selling stock-keeping unit, and despite Violet_FR having a broader cosmetics assortment, skin care buyers She said the repeat purchase rate is high.

“I’m trying to build a house here, an institution focused on quality, core and craftsmanship. That’s what I’m trying to build for beauty,” Serratto said.

Serratto did not provide sales estimates at launch, but industry observers believe the invisible bandage could generate up to $1 million in first-year sales.

“I’m not building a product that’s already on the market, and I’m not trying to own everything. I’m not here to compete, I’m here to perfect it.” said Serrat, noting that the United States is the brand’s largest market, followed by France. “I believe Asia can also be an interesting market for us, but we are not there yet. I am not focused on hyper-growth. I would rather take the stairs than the elevator. I always say that.”