PARIS — Dermance, the nascent French beauty brand targeting women aged 45 and over, opened its first pop-up shop here on Wednesday.
The 665-square-foot unit, located in Paris’ Haut-Marais, or upper Marais, district is open daily from 10 a.m. to 9 p.m. through Nov. 2. “La Maison Dermance” is also the brand’s first brick-and-mortar unit.
“It’s a highly trafficked location,” said Isabelle Rabier, Dermance founder and president, of the 11 Rue Debelleyme address in the third arrondissement. “The idea is to support the brand and make it known around the concept of the maison and atelier of beauty, which is really at its heart.”
She was referring to the beauty gatherings that are organized in women’s homes for friends, similar to informal classes, overseen by one of Dermance’s 70 beauty consultants who have already signed on in France. (Ten to 20 new recruits are now hired monthly.)
The pop-up shop features a central table, where women can take part in complimentary makeup ateliers. It also offers gratis skin diagnostics as well as Dermance’s full product range, which is billed to be highly moisturizing, for trying out.
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Rabier added that the store’s opening comes in tandem with the recent introduction of the label’s SkinLight color-cosmetics line, said to be a hybrid “mineral skin-care makeup.”
Altogether the five-year-old Dermance line, which is made in France, includes 13 skin-care references for the face and body and seven stockkeeping units of color cosmetics — including a base, foundations, blushes and brushes. Their formulation does not include silicones, parabens or phthalates.
“Our objective is to boost the skin’s natural function,” said Rabier, adding that skin care is based on a four-step ritual, including cleansing, preparation, treating and regenerating.
Product prices range from 18.50 euros, or $23.45 at current exchange, for a 200-ml. makeup remover for the face and eyes, to 35.50 euros, or $44.95, for a foundation powder, and 128.50 euros, or $162.70, for a makeup kit.
The privately held company’s Web site, dermance.com, retails the label’s products, too.