Pevonia comes from the word ‘Peonia’, flowers with magical properties, discovered by the Greek mythological character, Paion – physician to the gods. The flowers’ extracts were so potent and pure that they were believed to cure a host of illnesses. Just like the legendary Peonia flowers, Pevonia’s products heal, nurture and protect.
Pevonia was founded in 1991 by American couple, Philippe and Sylvie Hennessy, and the brand has grown phenomenally in the last two decades. Today, it holds over a 50% market share in professional skincare in the USA – and is distributed in almost 100 countries worldwide. This quick and phenomenal success came to Pevonia as the brand offers most the powerful ingredients in skincare come from the safest of sources – nature. No wonder, it has been the leader in delivering natural skincare solutions to the finest spas worldwide over the last 20 years.
As India’s spa industry grew, the need for international spa products was felt. Pevonia was brought to India by was brought into India in 2006 by F J Singh and Jasmin Arethna. Spa Mantra spoke to the Indian arm of this prestigious brand to unearth some of Pevonia’s secrets to success.
Pevonia’s worldwide success
Pevonia has shown outstanding results year after year and believes in excellence. It emphasizes deeply on ‘Purity & Performance’ with its botanical products. The brand’s ‘green’ skincare products & in-spa treatments unite the finest natural botanical and marine ingredients with advanced technology and delivery systems to ensure the products reach the deepest layers of the skin for maximum absorbency and truly phenomenal results.
Pevonia offers spa quality skincare from head to toe, making it the complete skincare brand. From anti-aging to rosacea, acne to dry skin, eyes and lips and an easy-to-use regimen formulated for men, Pevonia has a solution to every skin concern. The brand also offers body products for de-aging, safe sun, and even hands and feet.
Going places
In the nearly 100 countries that Pevonia is available worldwide, their products are to be found at prestigious resort and hotel spas and premier day spas. They have been acclaimed as a result-driven brand, which is proven to deliver phenomenal in-spa and at-home experiences with their product and treatment lines.
Formulating Pevonia
Pevonia works on the core principles of green cosmetics and eco friendliness. Protecting the earth and maintaining an affinity with nature and its precious resources is an integral part of Pevonia’s philosophy. Cruelty-free formulations (no animal testing) and eco-packaging (fully post-consumer recyclable and biodegradable or reusable packaging) further affirms the commitment. Pevonia supports environmental conservation as well as worthy philanthropic organizations.
Nature’s finest marine and botanical resources synergize with high tech manufacturing at the Pevonia plants. Processes such as time- released spherulites encapsulation technology, freeze dried pure proteins, freeze dried biomatrix, triphase cream manufacturing, micro emulsification, micronization and high pressure homogenization ensure skin’s maximum absorbency of repairing and rejuvenating actives. Holistic, potent ingredients at the highest possible concentrations within cutting-edge formulations are what give Pevonia an edge over many of its competitors.
Pevonia in India
Since it came to India in 2006, Pevonia has been accepted and appreciated by Indian consumers as a resulted-oriented, clinical skincare for all skin types and concerns. It is especially loved by the spa professionals. The brand offers support to spas in a number of ways including:
• Training – The brand proffers not just theoretical, but also practical training on site to therapists.
• Educational support – Pevonia’s customized technical, clinical advanced international training programs and step by step training DVDs are instrumental in teaching therapists how and why to use Pevonia products.
• Marketing Support – The brand offers customer-driven tools and supporting material that assures business success!
• Promotions & Point of purchase – They play an active role in increasing spa profitability
• Spa Consulting Services – Experts from the brand are always available to offer advice regarding products and practices.
• Indoor Branding – All collateral design support is offered, thereby enabling a spa to reach out to desirable guest sections.
• A Pevonia Skin bar, retail display stand and the ‘Pevonia Celebrity Focus’ coffee table book are given to a spa to keep.
• The Pevonia Spa Harmony DVD tempts viewers with unique spa services and a list of advantages to visiting a spa.
• Digitally speaking, the brand offers a listing of the spa on the Pevonia international website.
• Last, but not the least, the Pevonia lends its support for PR activities and end consumer promotions.
But not all has been ready and easy. The brand has had its share of problems while in India. It is the same set of issues that plague all spa operators in India where the wellness and spa industry is still at a nascent stage. Singh and Arethna are both of the opinion that the biggest challenges of the Indian spa industry are a lack of skilled workers, a highly fragmented and unregulated industry, lack of standardization and poor retail in spas. However, these problems can be remedied with steps such as proper staff training and education, offering homecare suggestions to clients, using attractive displays and recommendation tools.
Future perfect
With the burgeoning spa and wellness industry in the country, there are more and more discerning clients who will take nothing but the best. This is a wonderful time for Pevonia, and the future looks very promising. About the brand’s future prospects, Singh says, “With a growing awareness of organic, eco-friendly and cruelty-free products, Pevonia is gaining popularity. Within the Indian luxury spa market, Pevonia is a trusted brand and we look forward to taking the spa standard to a new level.
“We would like to have skin care institute for spa professionals to full fill the industry demand for professionals. Additionally, we would like to educate end consumers on skin care and the benefits of a skincare regime,” he signs off.
FACT FILE
Name of brand: Pevonia
Year of launch in India: 2006
President & CEO, Pevonia International: Philippe E. Hennessy
Managing Director: Ronald Jean, AisA Corporation o/a Brueckner Group, Pevonia Canada
Director, Education & Training: Jasmin Arethna
Managing Director, India: F. J. Singh
Brand USP: Manufacturing process, selection of choicest ingredients, training & marketing support
Brand philosophy: Natural ingredients and professional results
Most Popular Product/Service: Luminous C & ‘Sea’ facial
Most Innovative Product/Service:
Products: Lumafirm Line with 3-in-1 benefits – Lift, Glow & Lighten
Tags: flowers, India, Peonia, Pevonia, skin care, USA, worldwide
