Nuxe, the cosmetics brand that focuses on research

JPEGe-Toile: Ms. Alexandrine Aubry hello, you are the US National Brand Manager of the company NUXE, based in Florida. For 20 years, the brand NUXE has experienced impressive growth. What is the secret of this rapid development?

Alexandrine Aubry: Hello, actually, Nuxe is continuing to launch and is experiencing new growth .
This year, the group Nuxe is + 18% vs 2010 with 123MK € with a presence in over 60 countries.

The success of Nuxe is to meet the needs of women with products of high quality, efficient, elegant and a glamorous image and above all, an excellent price / quality ratio.

NUXE is an innovative brand and our goal is always to invest more in research and development to develop products that respond even better to the expectations of our consumers.

Our ambition is clear: to become the leading natural cosmetics in pharmacies and continue to grow while keeping our minds and our bold authenticity.

e-Toile: NUXE distribution channel in France can be described as selective in that the products are mainly found in pharmacies. The choice of distribution is it the same in the U.S.?

Alexandrine Aubry: Nuxe France, is now present in 5,000 pharmacies and drug stores.

In the U.S., the distribution of the independent pharmacy is virtually nonexistent. We have adapted to the market and chose to locate in different areas of distribution: the main websites of online sales (, Skinstore, Dermstore, etc.) Space NK (string of English origin) by 21 points sale on the United States, Bliss, Henri Bendel in New York and independent apothecaries.

We want to join the concept designed by Duane Reade and Walgreens which will change the cosmetics industry in the United States: the LOOK Shops. These corner "American Pharmacies" will be located only in cities and neighborhoods with a high purchasing power.

e-Toile: Why did you choose Florida as an entry point?

Alexandrine Aubry: Florida is a hub for U.S. and Latin America. For 2 years, we develop the last continent to be conquered by Nuxe. We are so far distributed in Mexico, Colombia, Panama and negotiating other strategic countries.

e-Toile: In 2007, NUXE has been elected national winner of the Trophy INPI (National Institute of Industrial Property), these innovations and their recognition in the French market are they assets in the American continent?

Alexandrine Aubry: NUXE is an expert brand on natural cosmetics. With its laboratory R & D integrated, NUXE guarantees for each of its formulas: plant innovation and proven results today with 32 patents on plant extracts.

This award is a recognition and security for the brand since its inception as having creed innovation.

The success story continues as NUXE was elected winner of the INPI trophy for the second time in 2011.

e-Toile: More generally, what are the prospects of the brand on this huge market?

Alexandrine Aubry: The importance of our company enables us to develop our partnership with Walgreens, integrate another national chain, increase our visibility through point of sale but also better communication through traditional media and digital.

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Last modified on 15/12/2011

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