Based in 1959 in Geneva by Madeleine Van Landeghem, Mavala launched the primary nail hardener & nail care serum – Mavala Scientifique Okay+ continues to be one of many model’s bestsellers –, and shortly stood out with 5-ml nail polish, a primary on the time.
“We at all times endeavoured to be revolutionary, together with by combining skincare and make-up. Then, we broadened our idea to eyelashes with the Double-Lash care product to stimulate lash progress. It’s nonetheless our second bestseller on the planet. Then, within the Nineteen Eighties, we unveiled the primary hand and ft care merchandise with dermocosmetics actives which, till then, had been reserved for the face, like hyaluronic acid and prebiotics. Lastly got here face care merchandise. At this time, we have now a brand new providing together with a complexion serum with prebiotic actives,” explains Maute.
An iconic model of the Swiss cosmetics trade all around the globe, the family-run enterprise continues to be unbiased and current in over 100 nations, with “room for progress” recognized in Asia and on the African continent, in line with its founder.
“We’ve got three subsidiaries, in France, England, and Germany, however for the remainder of the world, we have now been working with distributors in every nation. Our distribution channels are primarily shops, pharmacies, fragrance shops, and some magnificence salons, with a worth positioning starting from medium in Europe to barely larger for export,” she explains.
The 800 catalogue references are produced from finish to finish on the historic website of Carouge, close to Geneva, in Switzerland, apart from pencils and powders. At this time, the corporate is planning to extend its manufacturing capability by 35% with a brand new plant for higher agility, additionally within the canton of Geneva.
A modernised heritage
Boasting a wealthy historical past and catalogue, in addition to a powerful international presence, the model is now aiming to improve its picture to succeed in a youthful public.
“We’re 65 now, so we needed to query ourselves and provoke efforts to rejuvenate the model, reinvent ourselves, and recruit youthful generations,” says Maute.
After two years of arduous work, Mavala has been speaking on its new picture since March thirty first, with a emblem up to date with a brand new typography and color, and an apparent signature of its imaginative and prescient of magnificence: Mavala. Your care. Your model.
By doing so, the model takes possession of its personal communication, which had lengthy been left as much as distributors in every nation, and is flooding the digital world with a company movie broadcast on Instagram.
“Many individuals know our merchandise, however not the model. It’s time to put it ahead, and to speak our heritage in a extra fashionable, extra various, and extra human means,” claims Maute.
Mavala has additionally simply launched its very first e-shop in France: one other revolution for the corporate.
“We’re producers and we don’t promote on to shoppers, so till now, Mavala had no e-commerce web site: on-line promoting was solely out there via distributors. Alongside rebranding, we modified this mannequin via our French subsidiary. I do imagine it will likely be a progress driver, as a result of we clearly lacked this sort of providing. At this time, shoppers who like a model go go to its web site on-line. Different nations are anticipated to do the identical, specifically England and Italy,” explains Maute.
Due to this new highlighting technique, Mavala additionally goals to impose its personal picture as a world skilled cosmetics model.