Latest / Skin Anarchy / Melissa Obeid, Founder of La Fervance Skincare

Transcript

Melissa Obeid, Founder of La Fervance Skincare · Skin Anarchy

• 0:39
  SPEAKER_02: Hi everyone, welcome back to Skincare Anarchy.
• 0:42
  SPEAKER_02: This is a very special episode because it's a brand new line and I've been absolutely loving it.
• 0:48
  SPEAKER_02: It's a really luxurious and just wonderful approach, I think, to skincare and keeping minimalism in mind.
• 0:55
  SPEAKER_02: So uh without me ranting too much, I want to introduce you guys to Melissa O'Bade, who is the founder and CEO of Law Fair Vaughn Skincare.
• 1:03
  SPEAKER_02: Welcome to the show, Melissa.
• 1:05
  SPEAKER_02: I'm so excited you're here.
• 1:07
  SPEAKER_01: Merci beaucoup.
• 1:08
  SPEAKER_01: Ecta, thank you so much for having me.
• 1:10
  SPEAKER_01: We've been following Skincare Anarchy for a little while now.
• 1:14
  SPEAKER_01: And it's uh it's wonderful to see you in the top 100 beauty podcasts.
• 1:18
  SPEAKER_01: So congratulations and the team for that.
• 1:21
  SPEAKER_01: That's a fabulous achievement.
• 1:23
  SPEAKER_02: Thank you.
• 1:24
  SPEAKER_02: Thank you.
• 1:24
  SPEAKER_02: Thank you.
• 1:25
  SPEAKER_02: Yeah, I my whole team is very, very excited that we had that um, you know, we we met that mark.
• 1:31
  SPEAKER_02: So thank you.
• 1:31
  SPEAKER_02: I appreciate you noticing.
• 1:34
  SPEAKER_01: Absolutely.
• 1:35
  SPEAKER_02: Um, I'm also I want to get started and I want to start with um really your your journey and and how you came up with the concept for the line and um really just you know your your take on skin health and how all of this played into creating um the beautiful products that you have right now in the line collection.
• 1:52
  SPEAKER_01: Yes, definitely.
• 1:54
  SPEAKER_01: Um well my journey is quite uh colourful.
• 1:58
  SPEAKER_01: Um I've had a long and and interesting career, which led me to creating La Fervance, which really is a world first.
• 2:06
  SPEAKER_01: Uh, we're the first uh luxury skincare brand that's 100% made in France from 100% natural origins.
• 2:14
  SPEAKER_01: We use traceable ingredients from Australia and France in their highest effective concentrations for visible results.
• 2:21
  SPEAKER_01: Our packaging is 100% recyclable, it's made uh by hand in France.
• 2:28
  SPEAKER_01: Our fragrances are made for us, they're bespoke custom-made fragrances uh created for us in class.
• 2:35
  SPEAKER_01: So it's this wonderful uh dream come true.
• 2:39
  SPEAKER_01: Um, but I guess in order to get to that point, it's um I've always dreamed big, uh, but I guess I never envisaged um creating uh a luxury skincare brand.
• 2:50
  SPEAKER_01: Um, but it was, it did come to me like an epiphany-like moment when we were uh in Paris in 2016.
• 2:58
  SPEAKER_01: Um, you know, I recall sitting on you know in an open window in our Parisian apartment uh in August.
• 3:05
  SPEAKER_01: And once I received this vision um inspiration, it was almost as though I had no control over this overwhelming desire to persist until its realization.
• 3:17
  SPEAKER_01: Um, and as you can imagine, being expats in a foreign country, uh, there were massive and many obstacles, um, particularly when you're creating prestige skincare in France.
• 3:29
  SPEAKER_01: Um, and then five years later, La Fervance was born.
• 3:33
  SPEAKER_01: So that yeah, it was quite incredible actually.
• 3:36
  SPEAKER_01: People often, you know, asked us why are you doing this?
• 3:40
  SPEAKER_01: You really don't need to.
• 3:41
  SPEAKER_01: We, you know, we're from Melbourne, Australia, and uh we have you know a lovely home near the beach, um, a very comfortable life.
• 3:50
  SPEAKER_01: Um, but I had uh worked in France um back in the 90s uh in fashion, uh, and I spoke French, and a part of my heart stayed in France after I returned, so it was always this desire to return.
• 4:08
  SPEAKER_01: Um, and and then and then we did in 2016.
• 4:12
  SPEAKER_01: But I guess you know, because La Fervance has been created with this enormous passion and perseverance and um and this incredible fascination by everyone who's worked on the project with us, I do believe that it resonates with those people that it's meant to resonate with.
• 4:32
  SPEAKER_01: Um, and that's why when people uh experience La Fervance, uh they are overwhelmed with this integrity and energy that's invested into its creation by these specialists who have played such a vital role in this amazing, um, amazing adventure.
• 4:51
  SPEAKER_02: So no, I mean I want to just you know uh say that like the the line to me is just so beautifully crafted that you can tell immediately.
• 5:01
  SPEAKER_02: I mean, you know, for me, like when I try products and when I am looking for something that really stands out as a consumer, I want something, you know, we all do, right?
• 5:11
  SPEAKER_02: We want something that's going to work, obviously, but then also something you see results from in multiple ways, you know, immediately.
• 5:18
  SPEAKER_02: So I know for me as a consumer, um, you know, the products just not only do they make my skin feel better, but it's something I can really use on a day-to-day level in terms of like my makeup routine or my everyday get ready routine because it gives your skin this beautiful, instant, like hydrated glow, like just you you just feel like reawakened, like your entire skin, you know.
• 5:42
  SPEAKER_02: So I really want uh eventually for you to go down that journey of the formula and stuff because I'm very interested, you know, how you craft with that.
• 5:50
  SPEAKER_02: Yeah.
• 5:50
  SPEAKER_01: Definitely.
• 5:51
  SPEAKER_01: Well, I guess uh um thank you for that um feedback too, Ecta.
• 5:55
  SPEAKER_01: That's uh that's lovely to receive, particularly because you do try so many um high-quality skincare products.
• 6:03
  SPEAKER_01: And I think everything that you've encapsulated there is the reason that we've had this unbelievable growth since our 2020 launch.
• 6:11
  SPEAKER_01: So obviously, launching during a global pandemic was not the most ideal time to be launching, but despite that, or perhaps due to that, um, we've had this incredible uh growth, and Lafayelle Vance has become a global brand in the last 18, you know, 20 months.
• 6:30
  SPEAKER_01: Uh, and we had one product for 18 months actually, until we launched the um Gommage.
• 6:37
  SPEAKER_01: So we had our hero product, the Eclat Extraordinaire, which is an innovative, gold-infused, multi-ritual beauty bomb.
• 6:46
  SPEAKER_01: Um, it's won numerous awards.
• 6:48
  SPEAKER_01: So, of the four awards that we've entered, we've either been a winner or finalist.
• 6:54
  SPEAKER_01: Um, and these are global beauty awards.
• 6:57
  SPEAKER_01: Uh, coming runner-up to Sisley, um, the prestige French brand in the esteemed Dutch Beauty Awards was an incredible uh accolade.
• 7:08
  SPEAKER_01: Um, but I think the reason for this success is because what we have created is uh innovative and there's really nothing like it.
• 7:16
  SPEAKER_01: So it's in a class of it of its own.
• 7:19
  SPEAKER_01: Um it screens luxury at every touch point, and I think it comes down to this 360-degree approach that we have that has been our core since conceptualising La Fervance, and it's underlined by this excellence in clean luxury beauty philosophy.
• 7:40
  SPEAKER_01: So, what that means is that whether it's the packaging or the formulations which are 100% original, or the results, which are ideally what everyone wants from high-end skincare, the textures which we call transformative, they turn to oil with massage and emulsion with water.
• 7:59
  SPEAKER_01: Um, the multifunctional uses, so each of our products to date can be used in three ways.
• 8:07
  SPEAKER_01: So it's minimizing the uh skincare ritual whilst amplifying the visible results.
• 8:14
  SPEAKER_01: And I think Ecta, during the uh lockdowns, people really questioned their beauty routine, and they were questioning, do I need so many products?
• 8:25
  SPEAKER_01: Personally, so Latha Avance is really based on my personal philosophy, and I don't um subscribe to the you know seven steps in the morning and seven steps in the evening.
• 8:37
  SPEAKER_01: I don't have the time nor the inclination to do that.
• 8:41
  SPEAKER_01: So when creating, yeah, well, I just don't think many people do, and it's also when you think about clean beauty and the impact of our consumption um on the environment, when you're producing so many products, it's the ingredient sourcing, it's the transportation, it's the packaging, um, and it all has a massive impact.
• 9:03
  SPEAKER_01: So, what we're all about is quality over quantity.
• 9:07
  SPEAKER_01: Um, and when we were working with the specialists in French cosmetology, we worked with the best uh French cosmetic scientists who work on all the luxury uh brands that everyone knows and loves, and we told them about our concept, they were fascinated and um absolutely wanted to work with us on it because they said nobody was doing what we wanted to do.
• 9:30
  SPEAKER_01: Um so as I said, the you know the Eclare Extra Dener is a is a multi-uh ritual, we call them ritual product, um, which has become a bestseller in you know in our key um key markets since we launched.
• 9:46
  SPEAKER_01: Um and uh and it can be used in three main ways.
• 9:50
  SPEAKER_01: Um, and I think the effectiveness of the product in each of those ways is what contributes to customers who try the product absolutely loving it, and it becomes a staple within their skincare routine because it can fit into anyone's existing routine, or it can be used as a standalone uh standalone product.
• 10:11
  SPEAKER_01: So it really does appeal to the discerning consumer who sees through the gimmicks, um, who's seeking authenticity, integrity, and a brand that stands apart from those mainstream mass-marketed brands.
• 10:24
  SPEAKER_01: Um, the product really does speak for itself.
• 10:27
  SPEAKER_01: So No, it does.
• 10:28
  SPEAKER_02: And I and I think that's the thing that I really, really love.
• 10:32
  SPEAKER_02: You know, and everyone listening that when I was referring to um, you know, how I why I love the product, I was actually referring to the um the bomb because it's such a beautiful and multifunctional product.
• 10:45
  SPEAKER_02: Like, you know, I've said so many times on this podcast, Melissa, like I love a good mask.
• 10:50
  SPEAKER_02: I love something that I can leave on my skin and it's gonna hydrate, it's gonna feel like, you know, it's nourishing my skin, right?
• 10:57
  SPEAKER_02: And I've I've made that very vocal, I feel like, at this point, you know, through the episodes.
• 11:01
  SPEAKER_02: But that's one of the biggest reasons I love um, you know, I love that product because it it's something I can use as not only like, you know, obviously we want to use like, you know, as primer or something that just nourishes the skin, but I can just put it on.
• 11:16
  SPEAKER_02: And whether that's after work or that's before bed, it's like my skin just bathes in it.
• 11:21
  SPEAKER_02: And if I don't want to wash it off, I can sleep with it on because it's good enough.
• 11:25
  SPEAKER_02: I mean, it's uh sensitive, it's good enough for sensitive skin that it's not gonna irritate me in any way.
• 11:30
  SPEAKER_02: And I'm gonna wake up with a beautiful glow.
• 11:32
  SPEAKER_02: So for me as a consumer, that's my ideal product right there, you know, because I'm always looking for that.
• 11:39
  SPEAKER_02: No, I mean, some of us just don't have the time, even, you know, going back to your point about COVID, we don't even have the time to wait that 30 minutes for a mask to finish.
• 11:47
  SPEAKER_02: You know what I mean?
• 11:47
  SPEAKER_02: It's like you want something that's like, okay, I'm gonna put it on my face, even if I forget about it, it's going to leave my skin feeling wonderful whenever I do take it off.
• 11:55
  SPEAKER_02: And that's, I think, for me as a consumer, really, really sets the bomb apart um in terms of what's out there.
• 12:02
  SPEAKER_01: Yes, and it is very nourishing.
• 12:03
  SPEAKER_01: And this is the wonderful feedback that we've received.
• 12:06
  SPEAKER_01: So it can be used in three main ways: the ecla exodenea, which is our multi-ritual gold-infused beauty balm, hence we have real gold dust, um, hence that instant glow which you mentioned, Hector.
• 12:18
  SPEAKER_01: And our gold dust comes from Italy.
• 12:20
  SPEAKER_01: So when I talk about this 360-degree approach, which is excellence in clean beauty, what that means is that every element of the brand and product offering, whether it's the packaging or whether it's the ingredients or the EcoCert uh cosmos certification, which underlines everything that we do, it means that all the ingredients are sourced from ethical sources and the best possible source for those ingredients.
• 12:46
  SPEAKER_01: So, of course, the gold comes from Italy and it's conflict-free, certified conflict-free Italian gold dust.
• 12:54
  SPEAKER_01: We use 23 carat gold dust because 24 carat is a soft metal and it doesn't penetrate adequately into the product and into the skin.
• 13:02
  SPEAKER_01: So we use Italian gold dust, which gives that beautiful glow.
• 13:06
  SPEAKER_01: There's no other material in the world that gives a glow, a golden glow as much as gold does.
• 13:12
  SPEAKER_01: But we also have other ingredients.
• 13:14
  SPEAKER_01: We have a complex, a mountain harvest complex from Australia.
• 13:18
  SPEAKER_01: And so this is Tasmanian pepper, wild rosella, aniseed myrtle, and these are very high in free radicals, they're very calming, regenerative to the skin.
• 13:28
  SPEAKER_01: And of course, we have the mimosa, they call it mimosa in France, it's Australian wattle.
• 13:34
  SPEAKER_01: Um, and again, that's antioxidant, anti-inflammatory, anti-aging, it has a healing effect.
• 13:41
  SPEAKER_01: Um, we also have a high and low molecular weight hyaluronic acid in the extraordinaire, and that's 100% vegetable source and 100% made in France in this multi-million dollar facility in central France.
• 13:56
  SPEAKER_01: Um, and actually, a lot of the formulations when we started creating La Fervance, we commenced in cosmetic valley.
• 14:02
  SPEAKER_01: So, of course, we've heard of you know, Silicon Valley in the US, this is cosmetic valley in France, of course.
• 14:09
  SPEAKER_01: So everything's done with its utmost um quality.
• 14:12
  SPEAKER_01: But the the reason we use the high and low molecular weight sector is because the high molecular weight penetrates the epidermis of the skin.
• 14:19
  SPEAKER_01: So that's really that nourishing and moisturizing that you were talking about, and then the low molecular weight penetrates the dermis of the skin and it um it creates uh encourages collagen synthesis, really works on that elasticity.
• 14:36
  SPEAKER_01: Of course, we have other ingredients such as um Baruti oil, and we source that from Brazil because it's the best source of Baruti oil.
• 14:44
  SPEAKER_01: Baruti oil is amazing because it's got more better carotene than than than carrots, high in vitamin E and vitamin A, it's cooling, soothing.
• 14:53
  SPEAKER_01: We have pearl powder, and the seawater that we use in the products are from Brittany, the Brittany coasts in France.
• 15:01
  SPEAKER_01: So it's full of potassium, magnesium, calcium, it's an anti-inflammatory, it reduces scarring, absorbs toxins, promotes healing.
• 15:09
  SPEAKER_01: So we've got this abundance of amazing ingredients.
• 15:14
  SPEAKER_01: Um, we also have this gorgeous um uh product which is uh comes from the bale bulb pulp, the bale bulb tree, which is called the tree of life, and that's what gives the instant tensor effect when people use the eclat exchodeneur.
• 15:30
  SPEAKER_01: They notice their skin becomes instantly um tense, more tense, lifted and tighter.
• 15:36
  SPEAKER_01: So it's in that um we've got cacadu plum from Australia, uh which is full of vitamin C and so many other ingredients.
• 15:45
  SPEAKER_01: And the base of the eclat exchodenaire, which is um a sugar ester base, is what gives it that beautiful silky veil, which turns to massage um oil with massage and then emulsion with water.
• 16:00
  SPEAKER_01: So when it's used in the morning for the instant glow, it's either it's always a last step in a routine.
• 16:06
  SPEAKER_01: Um, but admittedly, it's my only step most mornings.
• 16:10
  SPEAKER_01: So after cleansing the face, always on dry skin, a thin layer is applied.
• 16:15
  SPEAKER_01: So it's always activated between the fingers.
• 16:17
  SPEAKER_01: I hope you're doing that, Ecta.
• 16:18
  SPEAKER_01: So you grab a small amount in case you're not, that's what you do.
• 16:23
  SPEAKER_01: So you rub it between your fingertips, activate it, and then apply it to your face and neck, and it's it's just incredible.
• 16:30
  SPEAKER_01: You feel the nourishment instantly, you get this instant glow, and you know what?
• 16:36
  SPEAKER_01: A lot of we're all about this no makeup glow.
• 16:38
  SPEAKER_01: Well, there's nothing that gives more of this no makeup glow than the Cla Excordinaire.
• 16:43
  SPEAKER_01: But if you want to put foundation on, it's the perfect foundation primer, and it allows let me just tell you how much I love this primer.
• 16:53
  SPEAKER_02: I really, I really do like I love that she just brought this up, you guys, because the primer purpose of the of the clot, it is just so perfect as a primer for me.
• 17:04
  SPEAKER_02: I am not a believer in primers, believe it or not, Melissa.
• 17:07
  SPEAKER_02: I've never been a huge fan of them.
• 17:09
  SPEAKER_02: Like, I sometimes they work, sometimes they don't.
• 17:12
  SPEAKER_02: So like I'm very iffy, right?
• 17:13
  SPEAKER_02: If I'm gonna even use a primer, but it really does create that perfect canvas, you know.
• 17:19
  SPEAKER_02: It just it's the silk, the silk effect, the smoothing effect, and the like you were talking about the like the lifting, it just makes the perfect canvas to apply, whether it's cream foundation or powder.
• 17:31
  SPEAKER_02: I use actually a powder pressed powder foundation on top, and it looks beautiful.
• 17:36
  SPEAKER_02: And you know, for me, that's huge because I always have issues with foundation.
• 17:41
  SPEAKER_02: It's always something I'm doing wrong.
• 17:42
  SPEAKER_02: Or so you know, it's made my skin, it that's what I meant when I said earlier is that it's made it makes your life easy in so many different ways, you know, and it's like now that everyone's back in, you know, the swing of things and we're all going to work again or whatever we're doing, we need routines that are not only like that minimalistic, but we need them to work and do what they what we need them to do and fast, right?
• 18:06
  SPEAKER_02: And that's where like products like yours really stand out to me because it's like this is a luxury, high-end, top-of-the-line product, but it's so versatile that you're actually going to use all of it.
• 18:21
  SPEAKER_02: And that's huge because a lot of luxury products that I've tried, at least, you don't end up getting through all of it.
• 18:26
  SPEAKER_02: You don't end up using the full amount, you know.
• 18:28
  SPEAKER_02: So I mean, it it really stands out, truly.
• 18:31
  SPEAKER_01: Well, you've really nailed it, Etta.
• 18:33
  SPEAKER_01: And this is what makes La Felvanse a standout as well.
• 18:36
  SPEAKER_01: The fact that it's such a pleasure to use, the textures are amazing, the the multi-ritual uses are equally effective that people love using it.
• 18:47
  SPEAKER_01: So you can have the best skincare in the world, but unless you're using it regularly, it's not going to do what it's meant to do.
• 18:54
  SPEAKER_01: And this is where La Felvanse, the éclat extraordinaire, is so uh versatile because it can be used obviously as an instant glow in the morning.
• 19:03
  SPEAKER_01: It's a leave-on.
• 19:04
  SPEAKER_01: So whilst you're whilst it's on your skin, all of those active ingredients are working and doing what they're what they're meant to be doing, and it's this beautiful um foundation primer, and also because you get these um the glow that comes through and the silky veil, it makes foundation a bit more dewy and radiant.
• 19:25
  SPEAKER_01: So that's the morning usage, and then in the evening, uh after cleansing and obviously drying the skin, a thicker layer is applied, rub it between fingers and applied.
• 19:35
  SPEAKER_01: And we've got the gua sha and the derma roller set.
• 19:39
  SPEAKER_01: We use um soda light stone for hours, so we've got the La Talvance embossed uh tools, and I like using the goua sha because I prefer a bit more pressure when I'm massaging.
• 19:50
  SPEAKER_01: So every night I'll do this gua sha ritual, and of course, then you've got these fragrances which I mentioned.
• 19:56
  SPEAKER_01: So I worked with the Roberte perfumery in Grasse, and each product has its own distinct perfume, and these are fragrances that are 100% natural and cosmos certified, so they're divine.
• 20:11
  SPEAKER_01: And I the brief that I had for Roberte was that each fragrance was to evoke a different emotion.
• 20:19
  SPEAKER_01: So with the extraordinaire, we use aniseed, um, anis étoile, uh patchouli, um, sandalwood, honey, and it's a very grounding fragrance, and people just love it, they find it very addictive.
• 20:33
  SPEAKER_01: So a massage with that before bed, sleep with the mask on, and then as you mentioned, Hector, you do wake up with skin that is more plump, a complexion that's visibly more even, reduced lines.
• 20:47
  SPEAKER_01: Um, and that's my one of well, I use it in all three uses.
• 20:51
  SPEAKER_01: Um, and then the mask is the third use, but of course, you know, we suggest that when customers have um used the product, don't rinse it off, just use the residue on hands because it's very nourishing.
• 21:04
  SPEAKER_01: Obviously, we're washing our hands all the time at the moment, um, or the arms, or even the decortage, uh, it gives a beautiful glow and hydration.
• 21:13
  SPEAKER_01: Um, and the third is as a mask, as you mentioned, it's um you apply a thick layer, leave it for at least 10 minutes.
• 21:21
  SPEAKER_01: You apply with massage because it just feels so divine, and then um leave it for 10 minutes, and then when you're ready to remove, wet the fingers, work it up into a milky white emulsion, and then and then wipe off the rest.
• 21:35
  SPEAKER_01: And again, skin feels so alive, it's plump, it provides an instant glow, beautifies, hydrates, tones, lifts.
• 21:42
  SPEAKER_01: Um, and these are all testing results too, Hector.
• 21:45
  SPEAKER_01: So it's anecdotal.
• 21:46
  SPEAKER_01: So um, you've given us your feedback, which is uh wonderful, but the feedback we receive from people on a daily basis is just outstanding.
• 21:56
  SPEAKER_01: Um, people find that when they use the ECLA and they run Out, they get comments after a few days from people saying, What's wrong with your skin?
• 22:05
  SPEAKER_01: Um, it's not looking so good.
• 22:07
  SPEAKER_01: So then, so then they're you know, on that phone.
• 22:10
  SPEAKER_01: Actually, just on that point, so um Emily in Paris, which I know is a you know worldwide hit.
• 22:17
  SPEAKER_01: Um so the the next series is coming out on the 22nd of December.
• 22:22
  SPEAKER_01: But um Sylvie, uh uh Emily's boss, um played by the wonderful Philippine Boulieu, Leroy Boa, um, is an absolute fan of the Eclat Excadenaire.
• 22:36
  SPEAKER_01: She actually messaged me the other day to say that she was doing an interview with Glamour and they asked about her beauty routine, and she told them about the Eclat Excadenaire.
• 22:45
  SPEAKER_01: So she's an absolute fan.
• 22:47
  SPEAKER_01: Yeah, she loves the product, um, cannot be without it.
• 22:51
  SPEAKER_01: So I'll uh this is you know an anecdotal story.
• 22:55
  SPEAKER_01: So um the team and I were on the uh French Riviera in May uh this year because they were it was the picking of the rose Santifloria at Grasse, and the Rose Santifloria is a rose distinct to the Grasse region, and we actually have it in our second product, the Gommage Extraordinaire, which is a black scrub.
• 23:16
  SPEAKER_01: Um, so they invited us this privileged invitation to be part of this picking and to do some filming.
• 23:23
  SPEAKER_01: So we were there doing that, uh, and then we went to Cannes, and then we went to Saint-Tropez and Nice, and we were heading back.
• 23:30
  SPEAKER_01: And as I'm heading back, you're about to uh embark on the journey back to Paris.
• 23:35
  SPEAKER_01: I received this call from an unknown number, and so of course I take the call.
• 23:39
  SPEAKER_01: Oui, bonjour.
• 23:40
  SPEAKER_01: Uh you know, I'm uh all in French, of course, but I'm uh the makeup artist of Philippine L'Roi Bolieu, and she's finished the Extraordinaire.
• 23:49
  SPEAKER_01: We've started filming, so they started filming on the 3rd of May.
• 23:52
  SPEAKER_01: This was at the end of May, and she must have another one, and Monday's a public holiday because in May there are so many public holidays in France, and then people's bridging days, so they have this four-day weekend.
• 24:05
  SPEAKER_01: So DHL, we use DHL for all our deliveries.
• 24:08
  SPEAKER_01: DHL would not have delivered.
• 24:10
  SPEAKER_01: She said, So we're filming.
• 24:11
  SPEAKER_01: Could you come?
• 24:12
  SPEAKER_01: Would you mind coming to the location?
• 24:14
  SPEAKER_01: And so we went to um to the location, to the um makeup vans um near the um uh the uh where they were filming in the uh where the restaurant scene takes place in Emily's apartment.
• 24:29
  SPEAKER_00: Yeah.
• 24:29
  SPEAKER_01: Um and uh and went to the makeup van and and her makeup artists were there, so we could deliver the éclat extraordinaire.
• 24:37
  SPEAKER_01: And because it was a day off, I had my children with me.
• 24:39
  SPEAKER_01: I had two teens, and of course, uh Lucas Bravo was there who plays Gabrielle, the gorgeous chef, and Camille was there who plays Camille, and we had a chat with them, and it was just a wonderful, but this is this is the you know the extent to which uh Philippine um loves the product.
• 24:56
  SPEAKER_01: So, in all the scenes of Emily in Paris, you will see Excordinale providing that extra glow to Philippines' um gorgeous complexion.
• 25:04
  SPEAKER_01: So, you know, this is a testament because she's got access to all the all the brands she could possibly possibly love, but she really appreciates the 100% natural composition, and she obviously loves you know my story, our story of La Fervance.
• 25:19
  SPEAKER_01: So she's um she's a big fan um of the of the product.
• 25:23
  SPEAKER_01: But you know, apart from that, you know, we have these proven results um which speak for themselves.
• 25:28
  SPEAKER_01: We actually did independent testing on both our products, actually, all our products.
• 25:33
  SPEAKER_01: We have other products that will launch, but we're doing it in a staged um uh strategy.
• 25:39
  SPEAKER_01: Um, but the results are outstanding.
• 25:41
  SPEAKER_01: So hydration for 24 hours, which is what you were talking about, um, is uh 100% of the results.
• 25:49
  SPEAKER_01: So we had dermatological, clinical, instrumental, and blind consumer testing, uh, which is always a concern, you know, not a concern, but you send the products off, you send the routine, and then you wait for these results.
• 26:02
  SPEAKER_01: It's you know, um, and we were just blown away by by the results, you know, with wrinkles and fine lines, it's 85%.
• 26:11
  SPEAKER_01: Um, instant lifting and toning effect 95%, elasticity and firmness, 95%.
• 26:19
  SPEAKER_01: Um, tones, calms, soothe the skin, soothes the skin 100%, um, elasticity improvement 95, and skin visibly more attractive and more beautiful is 85%.
• 26:31
  SPEAKER_01: So it it goes back to this um, as I mentioned, this excellence in clean beauty, which is uncompromising results uh and standards in every element, you know, whether it's the handcrafted packaging, the papers that we use, uh, which are Italian papers, which um are made up of 50% recycled materials and 50% responsible forestation, the French-made glass jars, which have uh about 40% of recycled glass used in them.
• 27:04
  SPEAKER_01: Um, every element is just the best it could possibly be.
• 27:07
  SPEAKER_01: And we did that because, as you know, Hector, there is no definition for the term clean beauty or sustainable beauty.
• 27:16
  SPEAKER_01: But there's no definition.
• 27:17
  SPEAKER_01: So I guess we created our own.
• 27:19
  SPEAKER_02: No, I think I think that this is a very important, you know, point.
• 27:23
  SPEAKER_02: I think we should mention that you know, this is a very good example of how we don't have to compromise with this luxurious feel in our skincare routine um with when it comes to having a product that's truly clean, you know, and I it really goes back for me, you know, when I did that panel of Clean Beauty, um, you know, I was really for me, it was a kind of an understanding that took place um as a consumer where I realized that everything I have in my routine or on in my skincare wardrobe, it needs to be very, very effective.
• 27:58
  SPEAKER_02: And it needs to be something I absolutely could say I will recommend to anybody that I come across.
• 28:03
  SPEAKER_02: So, you know, that's this podcast itself has really made me take a very close look um in my consumer habits and how I'm really feeding into this whole movement, right?
• 28:13
  SPEAKER_02: That we call it as the clean beauty movement.
• 28:15
  SPEAKER_02: And and what I've realized is the best way I serve it as a consumer is to have products that are not only going to look beautiful and you know satisfy that that you know that woman in me that wants a beautiful um display, the aesthetic should be lovely and you know, all that, but also it just makes me use every last drop because that's where I'm trying to get better as a consumer, right?
• 28:40
  SPEAKER_02: It's like we can all do our part.
• 28:42
  SPEAKER_02: And I think when you have a product like this or a range like this, it's very easy to feel like what you're doing every day is good at it.
• 28:52
  SPEAKER_02: Obviously, the results are there on your skin, but you're also feeling good about the fact that you're sticking to it.
• 28:57
  SPEAKER_02: And these are the products that are tried and true and they work for you, you know, and that's that's a huge, I think, um accomplishment for any brand to be able to become that staple in someone's routine.
• 29:08
  SPEAKER_02: So, you know, I have I have so much respect for what you've created, um, especially with the day cloud, because it's it's something that it's versatile and it makes sense, you know, it really makes sense.
• 29:21
  SPEAKER_02: And in the world of, you know, 15 brands of skincare coming out every day, you know, it's very hard to get lost in that, you know, in that in the chaos of all of that.
• 29:30
  SPEAKER_02: So yeah, I think it just it it really it truly speaks for itself, the line in general, I think.
• 29:36
  SPEAKER_01: Thanks, thanks, Dekta.
• 29:37
  SPEAKER_01: And I think it comes back down to it comes down to this authenticity in what we have created.
• 29:43
  SPEAKER_01: When we when we decided to embark on this La Felvance adventure, we had gone to France for a sabbatical in 2016 and to research the luxury skincare market.
• 29:54
  SPEAKER_01: And in researching it, it was the intention was to return to Australia and produce produce it in Oz.
• 30:02
  SPEAKER_01: Um, but we identified that in order to do luxury skincare properly, it really needed to be made in France because we had uh created baby um skincare in Australia previously, so we knew all about the production process and the regulations, but there is no stricter market in the world for the creation of cosmetics than France.
• 30:28
  SPEAKER_01: Um, in terms of their Ntel D, the list, the ingredients that are not allowed.
• 30:35
  SPEAKER_01: There's over uh 1,300 ingredients that are not allowed in the creation of skincare in France.
• 30:43
  SPEAKER_01: The FDA, I think, has nine.
• 30:45
  SPEAKER_01: So that just and that's just with conventional photos.
• 30:49
  SPEAKER_01: Yeah, so that's that gives you an indication of just how stringent it is.
• 30:55
  SPEAKER_01: But then in terms of the testing, the stability testing, the compatibility testing, the challenge testing, um, everything is audited.
• 31:04
  SPEAKER_01: And of course, in order to take out the complexity, and I think your point's really important, Ecta, because there are so many brands on the market.
• 31:13
  SPEAKER_01: Um, and we just wanted to be very real.
• 31:18
  SPEAKER_01: We appeal to the conscious consumer, which is very much what you're describing now in terms of your purchasing choices, why you purchase a product, the impact of that product on the environment.
• 31:30
  SPEAKER_01: So La Felvance appeals to the conscious consumer in that we've taken the um, we don't do marketing hype, we don't advertise, the brand speaks for itself, I think.
• 31:43
  SPEAKER_01: Um, and you you may you know see this too or identify with this two.
• 31:47
  SPEAKER_01: I think when a brand launches, it needs one of three things, or perhaps you know, all three if they can.
• 31:54
  SPEAKER_01: Um either an enormous amount of marketing budget to just market the you know the the brand to to to the max to convince the consumer that they absolutely need this product, or a celebrity, um celebrity endorsement uh or backing to again convince the as you know as aspects of the the target market that they need this product.
• 32:18
  SPEAKER_01: Or I think the third one is a product that is so amazing and outstanding that it speaks for itself.
• 32:25
  SPEAKER_01: So we're the third one.
• 32:26
  SPEAKER_01: Um we're an independent brand.
• 32:29
  SPEAKER_01: It's my husband Jamie and I who went over to France to embark on this Latvance adventure.
• 32:34
  SPEAKER_01: And because we were not prepared to compromise on any element of this brand offering, um, I did not want to use plastic, so it was glass.
• 32:42
  SPEAKER_01: The glass was made in France, the packaging, I wanted it to be um uh environmentally friendly, um, I wanted to use beautiful papers, and then when we added the Cosmos certification, it added this extraordinary degree of complexity, which I actually had the audit, a Cosmos audit two days ago.
• 33:02
  SPEAKER_01: Um, they do an audit every year, and it's extraordinarily detailed, but that's important for me because I think with so many self-professed, clean, natural beauty brands on the market, the only way I felt we could provide this guarantee that we are who we say we are to the consumer, and it's very much the discerning, savvy, conscious consumer that we're appealing to.
• 33:26
  SPEAKER_01: Those consumers that don't go for the marketing hype, they will turn the label around, uh packaging around, read the labels, they will do their own research.
• 33:34
  SPEAKER_01: This is very much the La Fervance consumer.
• 33:37
  SPEAKER_01: Um, in order to provide them with this guarantee, it needed to have this certification to take the complexity out of their purchasing choices.
• 33:48
  SPEAKER_01: And there is no higher global certification for natural cosmetics than the ICOSER Cosmos certification.
• 33:55
  SPEAKER_01: So it really is the guarantee that we are who we say are we are, and these products are amazing.
• 34:00
  SPEAKER_01: Um, we actually um so it took us five years to launch La Fervance, but we we added six months to the process because one of there was various delays, but one of them was when we had developed these wonderful fragrances with Roberta, each one to um evoke a different emotion for a different product, etc.
• 34:21
  SPEAKER_01: And they were developed to be 100% natural.
• 34:23
  SPEAKER_01: And then we were when we were getting close to production, um, the lab discovered that they weren't developed in accordance to the EcoServ Cosmos framework.
• 34:33
  SPEAKER_01: So we actually had to go back to the drawing board and work with Roberta to redevelop those fragrances to be Cosmos compliant, but still have the same um olfactive profile because Cosmos allows six times less the palette of ingredients to for the perfumer to work with than 100% natural alone.
• 34:54
  SPEAKER_01: So I mentioned that it really shows the the degree to which we were not willing to compromise and the authenticity of what we have created with La Felvance.
• 35:03
  SPEAKER_01: It really is every element of the of the product is excellence in clean beauty.
• 35:09
  SPEAKER_01: And this comes down to our own definition of clean beauty that we have developed in the absence of a of a formal um definition for for that term.
• 35:19
  SPEAKER_02: Yeah, no, I think that, you know, I think the brands have to do that as of right now too, because of just that there is no standard as of right now.
• 35:27
  SPEAKER_02: And I think what you described here, which is just the most stringent of criteria, you know, and undergoing that process and undergoing the, you know, the scrutinizing of, you know, like the people that are really trying to make sure there's no harmful, you know, chemicals or whatever.
• 35:45
  SPEAKER_02: That's that's a very important process.
• 35:46
  SPEAKER_02: And it takes a lot of um, you know, transparency on the part of a brand to undergo that.
• 35:52
  SPEAKER_02: Because I know that there are many, many brands that say we're clean, we're this, and but it's like, you know, how to clean to whom, you know what I mean?
• 36:01
  SPEAKER_02: Because it's at the end of the day, I always love to use the analogy of if you can't put it on a baby's skin, you know, without worrying about what it's going to do, then you don't really get to say I'm fully, you know, great like green, clean, whatever.
• 36:15
  SPEAKER_02: Like you shouldn't be able to say that.
• 36:16
  SPEAKER_02: And so, you know, I have my own take on that.
• 36:18
  SPEAKER_02: And I agree with you, it's a very, very gray area, this whole clean beauty argument.
• 36:22
  SPEAKER_02: Um, but you know, one of my big, I think, uh highlight points, and I really wanted to say this on air, was that um when you think about luxury beauty and luxury skincare, I think it's such a it's such an interesting niche, right?
• 36:36
  SPEAKER_02: Because you, as a consumer, you buy luxury products.
• 36:40
  SPEAKER_02: Why?
• 36:41
  SPEAKER_02: Because you want, in my opinion, because you want that next step in your routine.
• 36:45
  SPEAKER_02: You know, you want to take it to another level.
• 36:47
  SPEAKER_02: You want to be able to say that I did not compromise um with price because I wanted the best technology.
• 36:53
  SPEAKER_02: And I think that luxury beauty has to uphold that standard for consumers, that whatever you're providing in the market of luxury, it's it's really something that is one step above, you know, um maybe something that might be priceable.
• 37:08
  SPEAKER_02: Lower, you know.
• 37:09
  SPEAKER_02: So it's like you have that standard.
• 37:11
  SPEAKER_01: Yeah.
• 37:12
  SPEAKER_01: It must deliver.
• 37:13
  SPEAKER_01: And it was a huge leap of faith in in creating La Fervance, obviously, in the in the prestige luxury capital of the world.
• 37:21
  SPEAKER_01: Um, but I come from an entrepreneurial family, so so taking risks and uh calculated risks um is I've grown up um witnessing witnessing that.
• 37:32
  SPEAKER_01: And um I'm one to not want to have regrets.
• 37:35
  SPEAKER_01: So when I have this desire to create La Fervance, um, and with the background, so we're in the 90s I was involved with high-level fashion in in Paris, and I had the pleasure of working with uh Jean-Paul Gautier, Polona Picasso, Sonia Ricchiel, and and that was actually as a result of doing uh the Paris Fashion Institute, uh, which is the director is actually from Boston in the US, Joan White.
• 38:00
  SPEAKER_01: Um, and I stumbled across this uh this uh course when we were traveling.
• 38:05
  SPEAKER_01: A friend of and I were traveling throughout Europe in our early 20s, so we went for six months, returned three years later, but uh came across this course just by chance in the FUSAC, the French USA contacts magazine at the time.
• 38:19
  SPEAKER_01: It was all paper, there was no digital.
• 38:21
  SPEAKER_01: And my friend actually dared me to apply for this seminar, even though we were planning to return to Australia a couple of days later.
• 38:29
  SPEAKER_01: So I did.
• 38:30
  SPEAKER_01: I called, I had an interview the following day, I was accepted.
• 38:35
  SPEAKER_01: The course was in six months' time, so I went to London.
• 38:37
  SPEAKER_01: My friend came back to Oz, I stayed there and worked for six months, and prior to that I had lived in Rome.
• 38:43
  SPEAKER_01: So I had lived in Rome, London, and Paris, and travelled all around Europe in between.
• 38:48
  SPEAKER_01: Um, and then returned to Paris, did the Paris Fashion Institute, which, if any of your listeners are interested or know someone who is interested in learning fashion in the fashion capital of the world, then they must um inquire.
• 39:02
  SPEAKER_01: Because Joan White has access to all of the fashion grades like Pierre Cardin, you know, rest in peace, you know, Sonia Rickyel, uh Carl Lagerfeld was a friend of the course.
• 39:12
  SPEAKER_01: So after that, during that course, I actually met the European director of Barney's New York, Lisa Horn, who's still a very dear friend, who introduced me to Patty Carroll, who's another American who ran a press office for a Dutch label.
• 39:25
  SPEAKER_01: Uh, interestingly, we first launched in a Dutch store at Skins Cosmetics just after the first um lockdown, and it's a bestseller.
• 39:31
  SPEAKER_01: Uh La Felvont was became a bestseller within six months of launch.
• 39:36
  SPEAKER_01: Um, so I worked with Patty and I just stayed on and worked with these greats in the fashion industry.
• 39:44
  SPEAKER_01: So then returned to Australia and continued fashion in Oz, had my own fashion label, um, worked for Saatchi and Saatchi, then I managed the Ford Motor account, company account around Australia, and then I ended up at the National Gallery of Victoria in senior management, um, managing the Friends Division.
• 40:02
  SPEAKER_01: And actually, I did a tour of the States visiting LACMA, met Mama, Whitney, and met all the membership managers at the time.
• 40:10
  SPEAKER_01: So um it was during that time, I think, that the seed for La Felvance was planted.
• 40:15
  SPEAKER_01: Interestingly enough, um we had this Napoleon exhibition, and I discovered that Napoleon, uh Napoleon and Josephine Bonaparte were fascinated with Australia.
• 40:26
  SPEAKER_01: So they sent this expedition in 1800, which returned to France three years later with over 200,000 species of flora and fauna.
• 40:34
  SPEAKER_01: So this planted a seed for La Felvance, and then when I left the gallery, I did baby skincare, and that's when I identified that this was the beginning of La Felvence.
• 40:44
  SPEAKER_01: I identified that to do luxury um uh, you know, properly it needed for me to be 100% natural certified but highly active, and that's when we decided to uh go to France.
• 40:57
  SPEAKER_01: And we lived in Provence um for two years in the heart of Provence in this beautiful uh old bastide, which was actually named La Felvence, so that's where the word comes from.
• 41:06
  SPEAKER_01: The name comes from.
• 41:09
  SPEAKER_02: Yeah.
• 41:10
  SPEAKER_01: Yeah, well, we had another name for it, but um, you know, I will that's another story, it's quite a funny story, but we had another name for it, and and we discovered that we could not use that name, but we've still got a trademark.
• 41:23
  SPEAKER_01: We had a trademark and everything ready to go.
• 41:26
  SPEAKER_01: Um, we'll do it for a gen, you know, sort of Gen X collection, but it wasn't for our luxury positioning.
• 41:32
  SPEAKER_01: Um, and uh and we were living in this beautiful bastide surrounded by vineyards and um called La Fervence, and it was this quintessential provincial lifestyle.
• 41:45
  SPEAKER_01: Everything one would imagine uh living in Provence to be these apéro, you know, at five that led into 2 a.m.
• 41:53
  SPEAKER_01: departures, or having people over at 10 that led into you know 1am departures, it was a wonderful lifestyle.
• 42:00
  SPEAKER_01: Um, but um, but it kind of goes back to this whole inspiration for the brand, and this is why we call it fusionistic, because it fuses the best of Australia's enchanting environment with centuries of French savoir-faire, and it very much is my story, my love of you know, Australia and France, um, and and fusing these two cultures into creating something that's really authentic and um and that works.
• 42:24
  SPEAKER_01: So when we when we actually decided to create it there, and and I was contacting the the leaders in French cosmetology, they were quite intrigued by this Australian woman calling them, saying, Oh, you know, I'd like to talk to you about developing a skincare brand.
• 42:41
  SPEAKER_01: And and they said, Oui, mais madame, you know, we we work with very select clients, but this sounds fascinating.
• 42:48
  SPEAKER_01: Come and present to us.
• 42:49
  SPEAKER_01: So, of course, Jamie and I and the children would go from Provence to Paris and present this concept.
• 42:55
  SPEAKER_01: And there and there in the meeting, they just said, un beau projet, beautiful story, a wonderful project.
• 43:03
  SPEAKER_01: We would love to work with you.
• 43:05
  SPEAKER_01: Nobody has had the courage to do um skincare that is luxury, highly active, and 100% natural.
• 43:14
  SPEAKER_01: So our formulas are actually 100% original.
• 43:18
  SPEAKER_01: Um which is interesting to note.
• 43:21
  SPEAKER_01: I make that point actually, Ecta, because there is a bit of a standard industry standard of using our industry practice of using standard formulations, which are tweaked and then launched as a brand's own.
• 43:35
  SPEAKER_01: And the reason brands do this is because it's much quicker to market.
• 43:39
  SPEAKER_01: Developing your own formula takes years, particularly if you're adding this criteria that we did.
• 43:48
  SPEAKER_01: And it's much more cost effective to use standard formulations that are slightly tweaked and launched.
• 43:54
  SPEAKER_01: And of course, brands don't talk about this because it's it's they they present as though it's their.
• 44:00
  SPEAKER_02: own product but it's it's not the practice to develop um formulations from scratch but ours are and um it's an important point because it shows the degree to which we have invested our own funds so jamie and i have invested our own funds into developing la Falvance over these over these years um with these transformative um uses and these uh the the fusion of the ingredients and and also the when we say fusionistic it's a word that I coined um fusion obviously a fusion of ingredients a fusion of cultures uh a fusion of uses but futuristic that's one thing Melissa I want to actually I want to talk about that a little bit um you know before you know we close off the episode because I think the cultural aspect is something that's not discussed um quite you know enough I think in this industry and and that's something that I think with the brand really stands out in this way as well for me because you know for for from my experience you know I I had the opportunity to study in multiple different areas some of those places were in Europe you know I have my cousin lives in Australia I've you know so I have a deep appreciation for the Mediterranean region the you know the coastal regions of Europe and just the anything that's surrounded by the sea and water because for some reason like my skin like it just that's the best my skin has ever looked is when I've lived in those areas.
• 45:30
  SPEAKER_02: You know what I'm saying?
• 45:31
  SPEAKER_02: It's like it's as if the the moisture levels and the humidity and the freshness of the air and everything that goes into the environment of those like locations geographically are so for me they resonate with my skin and my skin just flourishes in those environments.
• 45:46
  SPEAKER_02: And I think you know when we we consider skincare and skincare products we have to really understand that you know if you can bring that into a product right that feeling of living in these places and and just having that wonderful um glow to your skin or your hair or you know whatever it is you you have this you know that your skin looks different.
• 46:09
  SPEAKER_02: Bringing that home with you you know to the States or wherever you live and and knowing that no matter what I can come back to this and it's going to give me that same feeling and that same look that I love so much.
• 46:20
  SPEAKER_02: I mean that's a huge huge accomplishment and I can definitely say that you know especially with the Eclate Extraordinaire when I use it I feel like that because I'm a huge like I said you know I I love the Mediterranean.
• 46:32
  SPEAKER_02: I love anything that's seaside or water you know surrounded by water because it just makes your skin exactly what we talked about plump, you know what I mean?
• 46:42
  SPEAKER_02: It's beautiful it's silky it just looks healthier you know overall.
• 46:46
  SPEAKER_01: So I think that's very important, you know, because in a world where I think this is why we were so adamant about sourcing ingredients from Australian and French provenance.
• 46:56
  SPEAKER_01: So when the lab would call me and say oh we found this ingredient it's an Australian ingredient but it's from another country that they would name I said I'm sorry we cannot use that because it's not authentic to the story.
• 47:09
  SPEAKER_01: If we're saying this is an Australian and French brand it needs to be sourced from Australia because like you I love the Mediterranean.
• 47:17
  SPEAKER_01: I'm Australian born of Lebanese heritage so the Lebanese culture for me is so important.
• 47:24
  SPEAKER_01: It's you know running through my veins.
• 47:25
  SPEAKER_01: So I've got these three beautiful cultures that are quite diverse but complementary.
• 47:31
  SPEAKER_01: So I feel very fortunate to have the Lebanese the Australian and the French culture that is so um you know pivotal or important in my life but this is why I believe that the energy that is in ingredients comes from their provenance.
• 47:47
  SPEAKER_01: So having Australian French provenant ingredients was very important because I believe they hold an energy of that country.
• 47:55
  SPEAKER_01: So this is the authenticity of the brand and this is why I come back to this um this this word the authenticity and integrity because we are who we say we are so when you purchase um uh La Falvan's product you know that you are having a piece of that you know that country um and the the um the pure what the water that we use in both our products comes from Brittany so it's pure sea water from the French Letton coast so that's probably what you're feeling Ecta and just to touch upon the gommage because I'm you know I'm conscious of time.
• 48:31
  SPEAKER_01: So the gommage was our second product and that includes this Australian complex fruit complex of mango papaya and pineapple obviously which comes from Australia so it's a black product to the gommage uh it's an exfoliant and coming back to your point about this hydration and nourishment it has the same sugar ester base as the Ecla Exodonaire but it also has this gorgeous macadamia oil um uh ingredient which comes from Australia and macadamia oil replicates the body's production of SIBA which as we age unfortunately declines um so it works on a mechanical and um enzymatic um basis the enzymatic is thanks to this AHA fruit acid complex um which eliminates impure well product eliminates impurities and imperfections caused by dead skin cells on the epidermis um and it really nourishes uh protects against free radicals um and then the natural exfoliants are thanks to French quartz um so we have uh uh quartz from the French coast line which is probably what you're feeling sand pals um olive stones from Provence when the lab called me and they said they found this wonderful olive um stone powder from Provence I just said we have to have that because obviously we were surrounded by oliviere when we lived in Provence and that's that ingredient's full of vitamin E, fatty acids it's a natural antioxidant.
• 50:04
  SPEAKER_01: We also have palmeria seed extract from the Breton coast and that again is full of magnesium, potassium, calcium.
• 50:13
  SPEAKER_01: So it's very nourishing um it can be used in three ways as well we're all about this three in one all of our products and the ones the future products are all multi functional and I don't believe in having a lot of products in you know in the routine.
• 50:30
  SPEAKER_01: So it's all about streamlining whilst amplifying the results um so this can be used as a perfect gommage you massage it onto the skin the fragrances again created in grass has a rose santifloria which is very vibrant I call it Renaissance rose 2021 Renaissance rose 2021 it's all about this rebirth that we're living and then when you're ready to take it off you wet your fingers massage it it becomes a milky white emulsion it can also be used just on the T-zone as a second application and the third ritual is as a second step cleanser.
• 51:04
  SPEAKER_01: So if I've been out in Paris and I'm feeling particularly my skin's feeling particularly polluted or if I've worn makeup I will do an initial cleanse and then dry my skin and I will use the gommage extra as a third as a second cleansing phase and pop it on instantly emulsify it and the skin just squeaks like you really feel the skin squeak it is absolutely purified clean it reduces pore size it reduces pigmentation it's got 76% active ingredients in it and again the results that we've had for that have been the purified the proven results have been outstanding.
• 51:46
  SPEAKER_02: The fourfold independent results have been outstanding and it's black so it looks amazing with the gold of the Excadinaire and the I was gonna say like the gold and the black together it just it's such a beautiful like you know I I'm not gonna lie I think a lot of us women don't admit it but we love having those three products you know what I mean together that look beautiful and I just I I couldn't agree more.
• 52:13
  SPEAKER_02: It's such a lovely beautifully designed and just so thoughtfully crafted um you know set of products and I I I really wish everyone listening out there I really want you to go check out the the entire you know both of the products that we discussed here but really like you know dive in and and really try to experience it because it's a really wonderful product and it's something that is going to be so unique in your collection that it's there's nothing else like it truly there there's nothing else I can say in even my skincare routine um you know after trying all that I have that there anything like the Clot Extraordinaire there's nothing like it.
• 52:49
  SPEAKER_02: It's a very standoff like standalone product.
• 52:53
  SPEAKER_02: It's something I can really rely on and that you know like I've said already it's something I really think that if I'm if I have to go and I have to you know immediately go somewhere for a couple of days this is one of the products that I will definitely have in my bag because it was take it and it's all you really need for the morning for the evening and and um and it was created from the heart.
• 53:15
  SPEAKER_01: We didn't do um uh market research or as such we didn't do focus groups or we weren't responding to market trends I wasn't even concerned with what any other brand was doing or what the tendency was.
• 53:28
  SPEAKER_02: It was just creating from the heart intuitive brand building and it's that old adage build it and they will come and I just knew that in creating a brand that resonated with what I wanted in luxury skincare it would find its audience and it was a huge risk Ecta like we we sold a property in Australia to invest in La Felvance in creating La Felvance but it's absolutely found its audience because it is a standout there is nothing like it and I think it's sustainable in its essence because I think luxury is sustainable because it is handcrafted it's not mass market um it's artisan and having those elements which I'm so used to in my previous careers whether it's you know high end fashion or prestige you know art um uh museums it's very much about that quality and um quality over you know quantity and creating something that lasts so we've in invested that into La Fervance and every element of the brand has its uh raison d'être its reason for being whether it's the colours or the ingredients everything has been meticulously chosen um with that integrity underlining everything that we do so to have two products uh the second one recently launched um this black beauty which we call it the gommage um which is selling really well people just love the the texture and the efficacy and the results um and actually that black colour is thanks to activated charcoal which is bamboo charcoal and we use the roots yeah the roots the branches and the and the um the stem and it's highly um it's carbonized under high temperatures which makes it activated and activated charcoal is about 15 times more effective than unactivated charcoal in eliminated eliminating the tox um the toxins from the skin so yeah every element that of La Felvance is created to adhere to this excellence in in clean beauty our definition of clean beauty um and the fragrances again are so important because whilst I think there's a bit of a shift to move away from fragrances in um in skincare it's it's imperative to the La Felvance experience because I believe that it's not just you know the what you put on your skin it's how it makes you feel it's that um the olfactive pleasure it's it's it's these fragrances reminding you of someone somewhere it's this whole experience it's the textures it's a fragrance it's a results it's this multi-ritual use so I'm I'm delighted that you've appreciated the product sector it's uh it's it's wonderful that you've really articulated the essence of La Fervance uh perfectly in what you've said I really I really felt it you know and and that's the thing you know Melissa I think it's very difficult in like I said in you know today's age with all the skincare brands all the new products and you know to figure out what to use and why to use it and you know also you know a great um you know thing that I think you've created here is eliminate this whole culture around figuring out what step is first right like there's so many people that are like well what do I layer on how do I layer on my skincare and it's like you know I when I see that I almost cringe because I'm like unless you're dealing with like very strong activities like you know appeal or something like that's not something that it's just a miss it's misinformation right and and so when I see products sell more products too Ecta so it's it's it's obviously a way for brands to sell a lot more products let's be frank but we're not about that um and this is this is why you know we use fewer ingredients and this is another point actually that I was um I had meant to mention mention I had wanted to mention so a lot of brands now they also apart from talking about these seven steps they talk about how many ingredients are in their formula you know 40 plus ingredients 70 plus ingredients but you know you've got a scientific background and and and anyone who kind of thinks about this rationally too would know that if you're talking about a 50 mil or a 100 mil format jar and the other ingredients you need to include in a formulation in order to stabilize it, emulsify it, etc, when you're having so many ingredients including so many ingredients, the percentage of each ingredient ingredient is minimal.
• 58:00
  SPEAKER_01: So it's not going to do what it claims to do or what that ingredient is meant to do.
• 58:05
  SPEAKER_01: So we've taken the other approach we use fewer active ingredients in their highest effective concentrations for the desired results.
• 58:16
  SPEAKER_01: So when a lab provides you with an ingredient inactive they will give you a sheet that explains the ingredient and also the advised dosage.
• 58:24
  SPEAKER_01: So we use those ingredients in the recommended dosage and this is why our products are so effective because it's not about having all of the but this is marketing hype too and this is why we don't appeal to that consumer the consumer that's going to say oh wow 70 ingredients I must have that is not our consumer.
• 58:45
  SPEAKER_01: So we use fewer ingredients in higher concentrations so the products are highly concentrated and this is where the results come and also the fact that when we had them tested we tested them on all skin types so it's dry combination normal oily excuse me and the products performed perfectly on every skin type which is why we've had such a a great response to the product.
• 59:12
  SPEAKER_02: I love that I really love that and I think that you know that really does come through and I urge everyone listening really this holiday season that if you're looking for you know this one gift that you want to give someone who you're either introducing to skincare or someone who already loves skincare.
• 59:29
  SPEAKER_02: I mean LaFermons you cannot go wrong with this brand I mean you know we we I I always strive to provide options on this podcast that are um really something that can work for anybody like I mentioned before and I think um if you're into luxury skincare and it's something that you really enjoy and you're looking for that you know new luxury product but still very effective and you're wanting that whole skincare routine appeal of it this is it.
• 59:56
  SPEAKER_02: You really should try you know and we started with the the clot and I think that's a wonderful place to start you know and if if you end up liking it you know go for the gommage as well and and see what what you think.
• 1:00:08
  SPEAKER_02: But I think you know it this is a great product and it's a great gifting product too because you don't have to worry if it's going to work with that person's skin tone or skin you know just the composition of their skin or not because it it does it works for everybody.
• 1:00:21
  SPEAKER_02: It's gentle enough to where it's not causing any kind of um you know inflammatory effects but it's it's strong enough to where it's causing beneficial effects for your screen for your skin.
• 1:00:32
  SPEAKER_02: So I I really you know I'm a huge believer in in in the real mission that you have Melissa which is central to the line which is this multi you know faceted appeal whether it's through use or you know just the look and feel of the brand like it's just a it's a beautifully crafted book brand you know like I said so yeah I urge everyone listening I urge everyone listening go check them out I'm gonna tag them in um the um you know concept art for this episode but Melissa this has been lovely thank you so much and we've also got a special um uh uh offer for you too yes yes the brand has been super super generous uh you got you know I'm so excited about this the brand has been super generous and they've offered 15% off to our listeners so if you're tuning in and you really do want I I really suggest you try this brand I'm I'm genuinely telling you that but if you want to try it you can go to the website and enter in Anarchy15 at checkout for 15% off which is so lovely.
• 1:01:31
  SPEAKER_01: Thank you so much for that into DHL Express post too so um DHL is amazing it um delivers within a day or two so for Christmas we can still get in there and and when we designed the um the box for the Exode Nerve it was designed to open like a jewelry box so it opens like a jewelry box to reveal this um gold you know gold pot this pot of gold and I think as a gift it's just this perfect gift because you really do feel that artisan um the influence and 100% made in France too so it's a it's a piece of France for those who can't get there.
• 1:02:06
  SPEAKER_01: It's a bit of Australian France um uh as a gift so uh yeah and it is it it looks like uh the most beautiful present I remember when I first got it I was like oh my gosh you know it's just like it's a whole feeling that you have when you open the box and you open the packaging and you really look at you know what it is and you learn about the formula it just it's a beautiful experience so everyone was saying we've given too so if it's a gift we'll do the gros grain ribbon with the gold La Felvente um uh embossed in it um and again you know it's 100% made in France so it's a it's a it's a great gift and um and I love the fact that you um that you love the product Ecta.
• 1:02:48
  SPEAKER_02: Yes I absolutely love it absolutely thank you so much Melissa and everyone listening I'll be back next time.
• 1:02:54
  SPEAKER_02: Thank you so much have a happy Christmas YouTube hey guys so I hope you love that episode please make sure to hit subscribe if you're tuning in to us on any podcast platform we are available on so many different platforms so wherever it is that you're tuning in just go hit subscribe you will be immediately notified when we publish new episodes this way you're able to tune in to amazing insights from experts brand founders industry leaders authors all the wonderful people that we host and that's very important for me because I love to hear from you guys and really understand what you love and what you want to hear more of.
• 1:03:31
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• 1:03:44
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• 1:03:54
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• 1:04:01
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• 1:04:06
  SPEAKER_02: Thank you.