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Paris – How could the Jimmy be pretty beauty?
It is Firn, the idea of Sacha Bostoni who came along this groundbreaking glasses mark 14 years ago.
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“First of all, it’s a product, a good brand and a good price,” he said. “If you do that – you can do everything. You see Jimmy pretty bags everywhere. Apart from the sale of glasses, we really innovate in this brand.”
He called Jimmy Fair – a French equivalent to Warby Parker in the USA – a “love mark” that can easily extend to other product categories. Bostoni left Jimmy two years ago when it was sold to the HLD investment. Then he moved to the south of France and bought a farm that introduced him to cosmetic active ingredients.
Bostoni noticed parallels between today’s beauty area and the glasses sector when he started Jimmy Fair. The surroundings were loud and many brands did similar things both product and retail. Today he finds the shopping experience of undifferentiated how many cosmetics brands – especially in Europe – only start in pharmacies and parapharts or online.
As with Eyewear, Bostoni said that his goal with other Firn co -founders was to return to the core of a product. He contacted Fred Zölli, a pioneer doctor who works with alpine stem cells that are known for their resilience and durability properties.
Zölli created an ingredient called thirty days of stem cell complex or STM30, which works on wrinkles, dark rings and dehydration. “It is for the skin and also for the body in general,” said Bostoni.
The complex has a mixture of stem cell culture of alpine roses and a microorganism that lives in a Swiss glacier that specifies to rejuvenate the skin and stimulate adenosintriphosphate or ATP, a key energy source for skin cells.
Firn is a Swiss Word that refers to a kind of snow that has been reclamed on a glacier where the microorganism was discovered.
“There is space for really powerful products, but with an affordable price,” said Bostoni, who acts as CEO of Cren. “This is the entire model – Polène for bags, Sézane for fashion, Jimmy Fairly for Eyewear and Firn for cosmetics.”
The brand starts with the multi -corrected cream and five serums that contain all STM30. There is a serum with vitamin C for glowing.
“Then they have four serums that react to different skin types,” said Clémence de Stabenrath, another of Cofgers from Firn and his product director who worked at L’Oréal and typology.
The serum for greasy skin has salicylic acid; Niacinamide has for pigmentation; For the first signs of aging, Bakuchiol and for advanced signs of aging retinol are 0.3 percent.
Firn formulas, which contain between 85 and 99.9 percent natural ingredients, devote 1 percent of its sales to a non -profit organization that helps farmers.
Raphaële Four, founder of the girls in the Parisian Serso brand brand, is Firns from other co -founder who focuses on branding. She created the packaging of the cream, which is a bacalitic dome inspired by a lamp of the 1970s.
Firns 50 ml. CREME will be used for 55 euros in retail retail in retail in retail in retail retail in retail retail, while the 15 ml are sold in retail. The serums range from 25 euros and 29 euros. According to Bostoni, who sees cosmetics more as a “product” than as a “marketing” industry, it helps to keep prices low. “There is no marketing in Firn,” he said.
The branded products start exclusively at Oh My Cream online, followed by the digital platform from Firn in September and in its own shops, starting with two in Paris, in November.
“I try to replicate what I have learned how to build a unique retail experience that is currently missing a lot in all possible markets, especially in cosmetics,” said Bostoni. “There are no performance brands that have a great retail experience.”
The Firn shops become products in various categories such as hair care and body care as well as skin care in stock. “It’s a really long -term project,” said Bostoni.
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