Swiss company Skin Concept (owned by Medena) is exploring the travel retail potential for two of its newest skin care brands: Swisscode Pure and Vetia Floris. Skin Concept was founded in 2008 to create and market a family of strategically targeted cosmetic brands that enhance the skin’s appearance and well-being.
“From the beginning, we decided to take a far-sighted, pioneering approach to the market,” explained Medena COO Wolfgang Mayer. “We were not about to follow others with “˜me-too’ brands.”
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Skin Concept’s Swisscode Pure and Vetia Floris skin care collections |
In 2012, the company introduced Swisscode Pure, a group of seven concentrates that address specific skin needs via the purest form of active substances; and Vetia Floris, described as the first “Luxe Organic” natural prestige skin care line.
The Swisscode Pure collection is said to speedily address the most common skincare issues, such as dryness, lack of firmness and elasticity, age spots, redness and irritation. Each concentrate is free from preservatives, colorants, emulsifiers and petroleum derivatives, and is produced under sustainable, environmentally sound conditions.
The seven Swisscode concentrates are: Hyaluron, Vitamin F Forte, Repair Complex, Genistein, MPC, Dynalift and Kiribirth. Each targets a specific problem: for example, Vitamin F Forte alleviates extreme dryness, while Genistein reduces wrinkles and tones the skin.
The serums are presented in frosted glass bottles, complete with screw-on dropper applicators, which dispense the ideal quantity of product (two to three drops to face and neck). Each concentrate is available as a 15ml and 30ml, priced domestically at around €78 and €140, respectively.
The Vetia Floris collection (inspired by the image of Alpine flowers and named after the Flora Helvetica digest of Swiss plants) aims to offer consumers a high-end, certified organic skin care option. The line comprises 11 products, which contain no synthetic lubricants, chemical preservatives or potentially irritating fragrance agents. The products are claimed to moisturise, calm and nourish the skin, while arresting signs of ageing and rebalancing skin’s reactions.
Vetia Floris appeals simultaneously to two categories of skincare consumers, according to Mayer: “Those presently using premium products but are attracted to the purity and authenticity of organics, and those already using organic products but are looking for more luxury.”
All Vetia Floris skincare formulations adhere to the highest standards for natural cosmetics set by NaTrue, the Brussels-based non-profit organisation that promotes and protects natural beauty and skincare products by establishing strict criteria for both raw materials and finished product and monitoring compliance.
NaTrue’s top three-star certification, for which all Vetia Floris products qualify, guarantees that at least 95% of ingredients are organic (free from synthetic, petroleum-derived or genetically-modified substances) and that they are produced under environmentally-friendly conditions.
The full range comprises a Nourishing Day Cream, Conditioning Night Cream, Intensive Eye Contour Cream, Lifting Eye Gel, Supreme Moisture Elixir, Super Radiance Elixir, Intensive Treatment Mask, Nourishing Hand Cream, Sculpting Body Cream, Replenishing Cleanser and Hydro-Mist Tonic. The recommended domestic price points range from €70 to €220.
For more information, please visit www.medena.ch or contact Wolfgang Mayer, tel: +41 762 57 30, mobile: +41 (0)79 441 11 26, email: wolfgang.mayer@medena.ch
