LONDON — The minimalist magnificence model Advantage was all the time sure to finish up in France since its inception in 2021, however like its merchandise, it’s been taking its time and laying low.
This week the model will enter the French market by its direct-to-consumer channel and it’ll embrace Advantage’s full vary of make-up, skincare and perfume.
It’s a rising step for the model which has already entered North America, the U.Okay. and Australia.
“There may be an affect of French magnificence on the model, it’s timeless stylish. Typically individuals assume we’re a French model, which we’re not, however we’ve had numerous demand from the French shopper to launch Advantage in France,” mentioned Philippe Pinatel, chief government officer at Advantage, in an interview.
Philippe Pinatel
Courtesy of Advantage
“I feel we’re going to be taught quite a bit about worldwide deployment by launching in France,” he added.
Advantage shall be ramping up its shopper dealing with actions in France to check the waters for its growth with a wholesaler. When the model launched within the U.Okay., it took them two years of finding out the market till partnering with Sephora.
Pinatel is assured the French market will reply positively to the model.
Advantage hosted a dinner throughout Paris Vogue Week to mushy launch the merchandise within the area with an viewers of tastemakers within the magnificence and trend trade.
“All of them felt that there’s a white area for an easy and minimal magnificence model out there,” Pinatel mentioned.
Advantage’s Signature Lip Liner.
Courtesy of Advantage
Though France is residence to the largest magnificence manufacturers that additionally dabble in trend, Advantage is chasing a unique kind of shopper.
“We’re completely different from different manufacturers as a result of we’re not led by a character that’s both a star or make-up artist. We’re addressing a gaggle of customers who’re much less engaged with the market,” Pinatel mentioned.
Based on the model, greater than 50 p.c of Advantage’s web site guests are between the ages of 25 to 45, whereas these over the age of 55 make up slightly below 25 p.c.
The common Advantage buyer is spending greater than $100 on three to 4 merchandise.
The model’s pricing ranges from $18 for a mini-size Immediate Glow Serum to $92 for a 30ml of the Retrospect perfume, however a majority of the merchandise sit between $20 to $40.
Advantage’s vacation 2024 marketing campaign.
Courtesy of Advantage
“We worth our merchandise by minus 30 p.c of what luxurious manufacturers are charging so as to enable our prospects to have the ability to purchase a number of merchandise and full their routine,” mentioned Pinatel, reiterating that Advantage is a routine-based model for busy ladies who need to spend 5 minutes preparing.
Pinatel hopes that launching in France shall be a leeway to opening throughout Europe and it’ll replicate the identical degree of success it has had within the U.Okay.
“We’re getting very near the double-digit million {dollars} within the U.Okay., we’re rising very quick,” he mentioned.
Advantage reached a web income of greater than $100 million in 2024 and in 2023 the model made $100 million in retail gross sales.
The model has discovered a candy spot of success by partnering with Sephora in its different areas.
Advantage’s perfume Retrospect.
Pia Riverola
Pinatel mentioned that the model doesn’t have any plans of coming into some other retailers to increase its presence.
“Our [business] mannequin is to be direct-to-consumer led and to have one retail accomplice for every market. Magnificence remains to be an offline class, due to this fact shops are nonetheless crucial. Solely 25 p.c of the market is on-line and 75 p.c is offline, that’s why retail,” he mentioned.
The potential for opening a stand-alone Advantage retailer is one thing that has crossed Pinatel’s thoughts, but it surely’s a transfer that can occur “the place it is sensible.”
“Within the Center East or Asia, it’s very frequent to have a model retailer, however for the U.Okay. or North America shopper, it’s not a should,” Pinatel mentioned.
The model has no plans of opening within the Center East or Asia as of proper now.
Advantage’s collaboration with Tove.
Courtesy of Advantage
“We’re not racing to develop the model. We’re very intentional in how we develop,” Pinatel mentioned.
Pinatel has been in his position for greater than a yr now, he beforehand spent six years at MAC Cosmetics, the place he was international president for 4 years and international common supervisor for 2 years.
Pinatel has labored in China, South Korea, England, Germany and France.
“I’m a unique boss in America than I’ve been each time earlier than in my profession. The kind of management you develop in France may be very high to backside and hierarchical. In America, you can’t work this fashion — you need to change and be about management and growing a imaginative and prescient with empowerment and [also] teaching the crew,” he mentioned.
