As a leading exponent of the Anne Semonin brand, in our Michaeljohn Medispa,(Knightsbridge, SW1) both using and stocking their products, and with our trained therapists supporting a variety of the Anne Semonin therapies and facial treatments, we thought our discerning readers might like to hear from the Owner and President of the celebrated 30 year old French skincare range. We caught some time with Aline Marcadet, in her Paris Headquarters, who took over the brand from Anne Semonin herself, in 2006, to hear about her developments for the brand and her views on the changing beauty industry itself.
How did the company come about, in 1986, when founded by Madame Anne Semonin? Why you decided to buy it – what was your background in beauty/how it came about?
Ms. Anne Semonin created the Anne Semonin brand 30 years ago; At that time, Anne Semonin was a pioneer in the skin diagnosis/“made to measure” concept and was the first to combine Trace Elements and Essential Oils to intensely and effectively boost, regenerate and plump the skin.
I have always been interested in the cosmetics industry - I tried most of the products on the market myself and Anne Semonin was the one I found the most efficient. I decided to buy this company as could I see its huge potential for international growth.
About the original concept/philosophy behind the brand: how have you been conscious to adapt that into today’s market whilst not straying from the original approach?
I have kept its original concept/philosophy - made to measure, tailored approach and natural active ingredients - but have brought my personal touch to make the brand much more modern, dynamic, attractive and refined. I have also developed the brand internationally.
With the beauty market currently saturated, how have you carved yourself a niche as a brand to know about?
We communicate about the brand through bold faced names/ celebrities, and thanks to “word of mouth” from our loyal consumers. Anne Semonin beauty tips remain the “magical recipes” people confidentially pass onto their best friends!!!
Why do you think you work particularly well with the Michaeljohn customer?
In my opinion, the Michael John customer is a very discerning luxury consumer, whom expects actual results for her/his skin concerns. And one of the strengths of Anne Semonin is the efficiency of its products and treatments. Our high-end, confidential brand image is also appreciated.
Can you talk me through the products – research, ingredients used, where they are sourced from, how they are directed to particular treatments/skintypes?
We use natural active ingredients (plant extracts, botanical oils, essential oils, trace elements, marine ingredients), best quality botanical oils (sesame, hazel…), the most precious essential oils in high concentration (tea tree, ylang ylang, sage…): all coming from the most high quality French resources (Brittany seaweed, lavender from Provence, sea salt from Noirmoutier…). We also use highly advanced ingredients (Neurocosmetic ingredient Tephrosia purpurea, marine water, Rhizobian gum…), combining with the natural ingredients and cryotherapy to ensure the very best in therapeutic activity.
We also work with different French labs selected for their specific expertise, managing the latest anti-aging techniques, best materials and most cutting edge technologies ensure all formulations have the maximum effect.
Can you talk me through the steps of the Anne Semonin Oxygen Facial – a particularly popular treatment at Michaeljohn? And also any particular techniques niche to Anne Semonin specialists?
This luxurious facial guarantees a delivery of radiance to dull city skin. Using the cleansing powers of sea salt, healing rosemary and toning red grape, a thoroughly deep cleansing steam massage will boost and purify, whilst a detoxifying mask will oxygenate and regenerate the skin. The facial finishes with the wonderfully brightening Express Radiance Ice Cubes to leave the skin fresh and rejuvenated.
Our unique drainage technique has been exclusive to Anne Semonin for the last 25 years and is still one of the most revered beauty techniques in the industry.
What are your bestselling/most popular products at the moment – why do you think this is?
Our best sellers are: Mineral Mask, Ice Cubes, Precious Serum, 100% Active Serums. They are our best sellers for years as they are unique and offer instant as well as long term results.
How have you noticed the beauty industry and consumer change and develop over the last few years?
We have noticed the customer expectations changes as we have a privileged relationship and partnership with our clients (day spas, spas...) and we take into consideration the customers comments. We also own a day spa in Paris visited by international customers.
Over the past couple of years, there has been a shift in consumer expectation; whatever is his/her age or his/her skin type, in harmony with the nature of his/her epidermis and in relevance to its condition (fatigue, stress, hormonal dysfunction), is looking for skin radiance, luminosity, with less fine lines and wrinkles but in the most natural ways.
Over your time/years, what is the best/most satisfying case you’ve seen in an Anne Semonin client?
It’s always satisfying to see how amazed our customers are about the radiance/ firming of her skin after an Anne Semonin treatment.
How you see the future of the luxury beauty industry? How do you aim to keep moving the brand forward?
The cosmetic products will be more and more technology advanced to offer even higher efficiency. We will work on our product development to match these developments.
If you weren’t in the beauty industry, what else would you be doing?!
Beauty is not my unique activity. I am also very much interested and devoting my time into design, decoration and art!
For product purchase or a full range of treatments, visit the Michaeljohn Medispa on Motcomb Street, SW1