Premium Beauty News – What is the positioning of the company, now that you have merged and changed your name?
Cyril Dauvers – I always knew that ACT Import was a nugget, and that it had real development potential, in particular thanks to its strong presence in the beauty industry, which I did not reach with MPP My Planet Packaging . By merging the two companies, we have developed a global approach to services – retail accessories, luxury packaging, luggage and fashion accessories – with a more glamorous name: ACT Beauty France.
The packaging expertise of MPP My Planet Packaging has helped ACT Beauty France winning markets in cosmetic accessories, thanks to 100% recycled materials. As packaging is complementary and present throughout the value chain of the products marketed by ACT Beauty Franceit was logical and rational to merge the two companies.
Premium Beauty News – Your design division has gone from two to seven employees in less than two years. What are your expectations?
Cyril Dauvers – In effect! In a year and a half, we have recruited fifteen people, including five in the design department. We also opened an office in New York, with an employee on site to strengthen our local presence. We had great success at Luxe Pack New York, MakeUp in Los Angeles and Cosmoprof Las Vegas.
As for the design department, since we completed our team of designers, stylists and artistic directors, we have been able to respond to very complex requests in packaging, accessories or luggage. From now on, we can offer our customers turnkey solutions, from creation to delivery.
Premium Beauty News – You recently created a range of eco-responsible make-up accessories called Éco Essentielle. The handles of the brushes are made from recycled computer keyboards. What message do you want to convey with this creation?
Cyril Dauvers – In fact, it goes far beyond sending a message. It shows our customers that we are committed. Indeed, we always try to integrate eco-responsible initiatives into our proposals. Whenever possible, we choose cleaner and more responsible recycled materials.
For these 100% recycled brushes with vegan bristles, we teamed up with professional makeup artists who did a great job in terms of gesture analysis. We have just unveiled a superb collection: I hope it will have the success it deserves!