Ask the Expert: Stephan Helary, Terres D'Afrique
We speak to Stephan Helary, CEO and Co-Founder of Terres D'Afrique about their most popular product, information on the training they provide as well as the plan to reveal two new retail products this January at the Professional Beauty GCC exhibition!
The interview:
What is your most popular product and what do you think makes it popular?
Our most popular retail product is our Uplifting Serum. Its popularity is due to the high effectiveness of the product and visible results after a couple weeks. It contains extract of Kigelia Africana or sausage tree, which has tightening and firming properties reducing the depth of wrinkles and fine lines and evens out skin tone by reducing sunspots. It also contains baobab powder, which has 3 times the antioxidant power of Goji berries due to high levels of vitamin C.
What makes your products special over the competition?
Although being a sustainable and ethical brand with an organic certification is definitely an advantage, it is no longer enough to differentiate yourself from other brands. It has almost become a pre-requisite. What make our products special over the competition are the unique botanicals we use and the way we formulate. All our products are formulated at a ph similar to the skin’s ph to respect and maintain the natural ecosystem of your skin. The approach is similar to the probiotic approach for the digestive system. We have also developed an oil matrix that allows us to incorporate high level of omegas that help maintain healthy skin cells. African botanicals also contain some of the most powerful natural antioxidants.
Do you provide any extra services, advice or training programmes for professionals who use your products in their spas?
We provide a full training service and very elaborate training kits for spa managers, including training videos on the brand ethos but also for each Terres D’Afrique treatments. In 2015, Terres D'Afrique will be launching a monthly online training support accessible to our clients through our website. Each month will revolve around a specific theme, with videos and knowledge tests, as well as one on one consultation with one of our consultant.
We also specialize in designing bespoke signature treatments for our clients. Whether you wish to take your guests on a journey or to help them achieve a more specific result, the process of creating a bespoke treatment is a co-creation that combines the promises of the 2 brands. Through a series of consultations, culminating in a brief, Terres D’Afrique develops signature treatments that are both relevant and unique to you.
Why should spa owners visit your stand at the show?
Spa owners are constantly on the lookout for new products and new experiences to offer their guests. Terres D’Afrique offers a unique concept never explored before. A premium sustainable brand developed around unique and unknown African botanicals and inspired from ancient African traditions. There are many spa brands that take their inspiration from the East but it is the first time that a truly African spa brand enters the international spa market. Our approach to spa treatments is very experiential and unique.
The bespoke offering is definitely another good reason for them to visit the stand.
Are you having anything new on your stand at the show?
Terres D’Afrique is launching 2 new retail products in 2015. A pure 100% virgin organic coconut oil and luxury shea butter massage candles. The candles are made on order only. The butter is 100% organic from Gahna. The porcelain containers are hand made in Cape Town. You can choose between 6 different fragrances.
We will be launching a new sun repair treatment later this year.
Will you be having any special offers exclusive to the exhibition?
There will be some great discounts on opening orders with more details to follow soon!
What tips would you give Spa Managers/ Directors looking to introduce a new line into their spa?
Introducing a new line in a spa is an exciting but also challenging task that requires a lot of attention and mostly training. Brand and product knowledge is essential for any new line to succeed in a spa. Choose a line that will suit the needs and expectations of your target market but that can also provide the support you will need to make it a success.
See Terres D'Afrique on The Product House stand this January at PBGCC.
Register here
