Feli­cia Soh

... on re­viv­ing a French her­itage brand in 21st cen­tury Sin­ga­pore


Crème Si­mon is a brand that the French (or rather their par­ents and grand­par­ents) are fa­mil­iar with. And what a story it had to tell! It is one of the old­est sk­in­care brands from France, dat­ing back to 1860, and the brand’s founder, Joseph Si­mon, rev­o­lu­tion­ized the in­dus­try by us­ing botan­i­cal glyc­erin, which is still one of the best-known mois­tur­iz­ing in­gre­di­ents to­day. This marked the birth of mod­ern cos­me­tol­ogy, mak­ing it pos­si­ble for ev­ery­one to buy over the counter prod­ucts with a longer, sta­ble shelf life. In fact, be­fore WWII, Crème Si­mon was con­sid­ered the un­ri­valled French sk­in­care brand.

While not as well known in this side of the world, bring­ing it over was an ob­vi­ous choice and op­por­tu­nity for us. Firstly, the French legacy is quite un­like other brands we’ve come across. Se­condly, it is mar­keted as a nat­u­ral whiten­ing cream that heals and bright­ens skin, mak­ing it all the more rel­e­vant for Asia. Other than its legacy, it is, above all, an authen­tic time­less brand with hon­est apothe­cary val­ues.

I be­lieve our brand comes to the mar­ket at an op­por­tune time when Sin­ga­pore­ans are savvier and look­ing to chal­lenge the mar­ket­ing hype and ex­ag­ger­a­tions made by other brands in the mar­ket. Con­sumers are smarter and more em­pow­ered, pro­pelled by the pop­u­lar­ity of so­cial me­dia and the In­ter­net, mak­ing them more aware of what goes into their beauty reg­i­men.

These days, in a com­pet­i­tive mar­ket where many com­pa­nies are downsizing costs by out­sourc­ing pro­duc­tion to coun­tries like China, In­done­sia, or Korea, or choose to use syn­thetic equiv­a­lents to nat­u­ral in­gre­di­ents, we in­sist on be­ing nat­u­ral and wholly French made — from R&D, pro­duc­tion, and even our pack­ag­ing. Crème Si­mon has to main­tain its strict and un­com­pro­mis­ing French stan­dards of qual­ity to be con­sid­ered a true French brand.

By go­ing back to our French apothe­cary roots, it makes sense for us to launch other com­ple­men­tary holis­tic lines, such as well­ness teas and nu­tri­tional sup­ple­ments to com­ple­ment the sus­tain­able ap­proach of beauty in­side out.

Read the full in­ter­view with Feli­cia ex­clu­sively at www.port­fo­liomagsg.com

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