PARIS — French beauty brand PERS, inspired by the practice of cosmetic doctor Antoni Calmon, is the latest to enter the pharmacy channel in France.

It sets out to be each individual and universal, and melds the worlds of dermocosmetics and prestige skincare right into a clearly organized product line and ritual.

Cofounded by Quentin Douce and Sophie-Lisa Prêcheur, who’ve long-standing backgrounds in prestige cosmetics, the thought for PERS got here after Prêcheur consulted with Calmon, who has offices in Paris and London. He gives his patients beauty prescriptions, including an easy, four-step face care routine.

“He was not trained in any respect in cosmetics [products], but has advised his patients on the correct use of them,” explained Douce. “He developed a protocol. That’s achieved in 4 steps: protect, beautify, repair and stimulate.”

The primary letter of every of those words in French — protéger, embellir, réparer, stimuler — together form the acronym PERS. PERS can also be a play on words, connoting “personal” or “perseverance,” for example.

Calmon has long had his patients sift through their beauty products to see which properly and best might be utilized in each of those 4 categories.

That served as the start line of PERS’s creation for Douce and Prêcheur.

Calmon believes that after creating good energetic ingredients for skincare and an easy-to-follow protocol for his or her use, getting people to sign on is the following challenge.

“For them to place products on, the feel should be nice, wear well, smell good and be pretty. That’s the little extra that’s missing in medicine,” he said.

Douce and Prêcheur were as much as the duty.

“We said to ourselves we’re going to bring together two worlds that coexist within the pharmacy — dermocosmetics brands and sweetness brands,” said Douce. “There may be a bridge that we will create here.”

PERS has products which might be clearly organized into routine categories. Color codes exist for these; products to be utilized in the morning have yellow packaging with the word “protect,” for instance.

“We bring back a really intuitive dimension in the usage of the products,” said Douce.

There are six products in PERS’s portfolio today, including the Vitamin C 10% antioxidant serum, a gel-textured SPF 50+ product and Wealthy Cream for intense repair.

Prices range from 29 euros for the 5-ml. cheeks-and-lips balm to 48 euros for the 15-ml. eye cream and 95 euros for the 30-ml. concentrated retinol serum.

“You discover the identical concentration [of actives] as in dermocosmestics products, but with textures present in beauty products more,” said Douce.

Prêcheur explained PERS formulas have as much as 97 percent natural ingredients.

The brand’s products’ light scent, including notes of rosemary, pink pepper, white flowers, musk and sandalwood, was created by Robertet perfumer Sidonie Lancesseur.

“When a cream smells good, one spends more time applying it,” said Calmon, explaining that in turn helps stimulate collagen production. It’s a key protein for youthful-looking skin.

He consulted with Douce and Prêcheur.

“Anthony contributed loads,” said Douce. “He removed all the things that was ‘bad marketing habits,’ to return to simplicity.”

PERS will not be a “doctor brand.” (In France, doctors will not be allowed to be involved in a brand’s promotion, including the usage of their name.) PERS was created for all skin types.

“The values of the brand are universal,” said Douce.

Its assortment will likely be expanded — though at all times keeping the identical 4 categories in mind.

“We will imagine creating products which might be somewhat more technical, more specific in each of those categories,” said Douce. That may include sun care or cleansers.

PERS is entering some French pharmacies, in addition to exclusive to selective retail in France at Le Bon Marché for one 12 months, and is sold through pers-skincare.com.

The French pharmacy channel represents an enormous chunk of business for selective cosmetics. In France, they generate 21 percent of their overall sales there, versus 28 percent in selective distribution, in keeping with the Fédération des Éntreprises de la Beauté, France’s skilled association of beauty and well-being firms.

“We would like to see the brand prescribed by dermatologists,” said Douce.

PERS is already firmly ensconced in that world, with dermatologists sitting on its board of doctors.

The brand has other broad ambitions, too, including selling outside France.

“Antoni talks about patients’ empowerment,” said Douce. “That’s empowering our users by saying yes, skincare might be easy. We are going to explain to you it’s easy, reasonably priced and we [can] prevent you from making mistakes or finding yourself frustrated.”