GEORGIA TODAY met Rupert Schmidt, President of Biologique Recherche, a French professional cosmetics brand with a long history. He was happy to talk to us about the brand’s 50-year history, its core concept and values, the brand’s exclusive products and Biologique Recherche’s unique procedures, which have made Biologique Recherche a skin care expert in 85 countries around the world.
“Biologique Recherche is a cosmetic brand with a long history, created about 50 years ago,” he tells us. “Its establishment was connected with the high demand for special, professional cosmetics in the market. Biologique Recherche was founded by a physiotherapist and biochemist couple, Ivan and Josette Alouche. In a research laboratory in Paris, they created products that were not only made using special, high-quality ingredients, but also the protocol for using these professional products was specific and exclusive.”
What is the main concept of the brand?
Since its inception, the brand has created individual products that each serve a predetermined specific purpose, and this is the core concept of Biologique Recherche’s various professional lines. This is how personalization was established in the cosmetology industry – an individual approach to the characteristics of each person’s skin, which is the concept of the brand. The years pass, but the history and core values of the brand remain unchanged. Only the level of knowledge and science changes, which has improved and progressed so that we are able to offer ever more perfect products to our customers. Imagine, decades ago, we invented lotion P50, which was the first light exfoliating lotion in the entire cosmetics market. Today, everyone knows that an exfoliator is an indispensable product for the functioning of healthy skin and the activation of the cell life cycle of the epidermis. Thus, Biologique Recherche created a new era in the cosmetics industry. Today, the brand has some 100 products intended for facial skin care, which are used for different purposes, following the principle of personalization.
What are the main principles of Biologique Recherche?
I would call it brand values rather than principles. Personalization, an individual approach to each person, is one of the main values of the brand, which cannot be fulfilled without the highest quality diagnostics. For diagnosis, the best knowledge and perception of the field is needed. We believe that the first key to success and professionalism in our field is a scientific base, the second is in-depth knowledge and education, and the third is enthusiasm and love for our work. The employees of Biologique Recherche are professional, qualified, passionate people.
Tell us about Biologique Recherche products and brand procedures.
We have developed and refined unique skin care techniques that are used in aesthetic centers, offices and spas, and it is also important that users of the brand’s products can also perform these procedures at home. With our approach, we help people to take perfect care of their skin not only in cosmetology offices and spas, but also to continue this process at home. That’s why, after a complete diagnosis, according to the skin type, we set up a skin care routine for each customer individually, and they then know how and with what technique to use this or that product even at home. We do not follow marketing trends, but precisely define and create high-quality, necessary products, which, taking into account the principle of personalization, give us the maximum effect in the direction of professional skin care.
Biologique Recherche’s complete network monitors compliance with all of the brand’s unique procedural protocols, guidelines, and accuracy of action, which is what sets us apart from other brands in the cosmetology industry.
Tell us about the brand’s online academy, which is in high demand.
As I mentioned before, knowledge is one of the main drivers of our brand. Sharing knowledge is very important. We founded the online academy five years ago, and today it is already a popular, sophisticated and flexible system. The full online course consists of 8 hours, and the sessions are 15-20 minutes long.
We have many theoretical and practical courses. This is basic knowledge that we share with everyone who does business in the vicinity of our brand and concept. Before we start training Biologique Recherche employees, we ask them to complete 15 online academy courses, so their knowledge is solid and qualified. In our online academy, teaching takes place in 24 languages, thus it is available to representatives of virtually any country, in a language convenient for them. During our theoretical courses, the focus is more on scientific knowledge, which in itself is a necessary basis for practical activities.
It is a true academy in its character and structure. It consists of several stages with different goals, and therefore, courses are chosen depending on which direction of the field the student serves. They may be a spa center receptionist or a therapist, and will choose a course based on the specifics of their activity. We have divided courses for therapists according to levels.
In how many countries is Biologique Recherche present?
“15 years ago, we were in 30 countries; now we are represented in 85 countries, and Georgia is one of them. It is very impressive what Tamar (Tamar Katsitadze – Georgian director of Biologique Recherche) and her team were able to do in Georgia with respect to correct positioning,” Schmidt says.
Biologique Recherche is represented in large hotels, spa centers, medical and aesthetic centers of Georgia.
The exclusive distribution of Biologique Recherche Georgia is represented at N8/10 Shroshi Street, where you can purchase products and undergo procedures tailored to your skin.
By Tako Gwazawa, translated by Mariam Mtivlishvili