Jean-Pierre DRY, Chairman of Passion Beauté, the perfumers’ association, gives us his views on emerging brands and the reasons why he will be a member of the jury at the Beauty Challenger Awards 2010.

How do you perceive the role of niche brands in the beauty market?

The brands termed ‘niche’ do exist, and so much the better for the market. It is one way of getting off the beaten track imposed by the brands. It also proves that creativity is still alive in a profession that lets women fantasize. But, where does the concept of “niche” begin and where does it end?

What is the standpoint of Passion Beauté?

We are ready and willing to accept these brands and listen attentively to what they have to say. They correspond to our positioning: affability, advice, proximity, and a striving for something that is different.

What advice would you give them?

The survival and growth of these brands depend on development and this cannot be based on media communication alone. So, the question to be asked is, do these brands have the resources to realize their ambitions?

What do you think are the most important aspects of a competition such as the Beauty Challenger Awards?

It helps to forge links between creators and distributors. To discover new axes of creation in product development, even if today Organic seems to be the only path being explored. It certainly has to look beyond this objective, which has now become really overcrowded.

The Beauty Challenger Awards ceremony will be held on 13 September 2010 during the Beyond Beauty Paris exhibition.

Kristel Milet – Chief Editor, Blog