Institut Esthederm is an exclusive, independently owned French skincare brand with a focus on health, beauty and wellbeing, creating natural and long-lasting beauty products to slow the ageing process and reinforce the skin’s ecosystems.
We talk to Marie-Hélène Raud, the brand manager, who tells us all about Institut Esthederm’s ethos, their skin positivity campaign and how the brand goes deeper than simply selling products.
Tell us a bit about Institut Esthederm and the ethos behind the brand
Institut Esthederm is a French cosmetic brand that was founded over 40 years ago. From skin care to sun care, the brand holds a wide product portfolio for all skin types and skin concerns, especially ageing.
The mission of the brand is to take care of women’s beauty over time with honesty. No one has perfect skin and the ageing process is unfortunately inevitable! But it can be slowed down thanks to a great understanding of the skin’s ecosystem and by providing the right daily routine that will reinforce its natural mechanisms.
Institut Esthederm’s patented formulation water is unique as it replicates the water you have in your skin. It makes all our products 100% active and perfectly assimilated by the skin.
You have a unique vision; how do you communicate this through your brand’s marketing?
We are selling more than just products; we are selling an expertise. That is why we always have educational communications for our consumers and partners, sharing our knowledge on the skin ageing process. Our on-and offline support provides results and beauty tips to consumers in order to maximise their experience with the products they choose.
What are your top three hero skincare products?
Our cellular water mist is our most iconic product! It is an add-on to any skincare routine, whether used as an energising toner, a hydrating pre-serum, or an antioxidant on-the-go mist.
The intensive hyaluronic serum is our bestseller product. It has a lightweight texture and gives amazing results on smoothing fine lines to all skin types.
Within the sun care range our hero product is the bronz repair. The first anti-ageing sun care on the French market! Our customers love it as it provides a daily hydration with a firming effect and a sun protection which boosts your natural tanning – its smell and texture are also a delight for the senses.
How do you want your consumers to feel when using/purchasing your products?
Our consumers and their skin concerns are a priority for us. That is why our beauty advisers create bespoke skincare routines to match each skin type and beauty expectations. We want our clients to feel serene and strong in their skin at all ages, shining around with self-confidence.
Tell us about your #EmbraceYourSkin campaign
Embrace your skin is a unique event gathering doctors, journalists, influencers and consumers to promote skin positivity! We are organising this event in July with our sister brand, Bioderma. By sharing experiences, revealing engaging stories involving skincare professionals, we would like to bring a better understanding of the skin and therefore put into question beauty standards. Your skin tells a story, so your story and your skin imperfections are part of your unique beauty.
What has been your biggest achievement to date?
Being part of the embrace your skin event and having on board hundreds of healthcare professionals, influencers and consumers involved!
What is in the pipeline for the future for Institut Esthederm?
Exciting launches supported by a bigger health care community in the UK market! I cannot tell you more just yet…
What hopes do you have for the beauty industry’s future?
As Jean Noel Thorel, Intitut Esthederm founder says: “I do not create products to make women beautiful but because they are already beautiful.” As a brand we wish that the beauty industry embraces skin positivity message, makes no over-promises, only tangible results and pleasurable moments.