"We do not follow temporary trends - We only innovate if we believe that there is a sustainable improvement."
IN THE NINETIES, NEODERMA BECAME FAMOUS WITH THE RENEWAL APPROACH TO SKIN IMPROVEMENT. AT THE TIME WHEN SKIN-IMPROVING PEELINGS WERE PRIMARILY BASED ON CHEMICAL EFFECTS FROM FRUIT ACIDS, NEODERMA INTRODUCED A TREATMENT IN THE MARKET BASED ON HERBS AND PLANT EXTRACTS: THE ORIGINAL BIO-PEELING HELPED TO TREAT NATURALLY VARIOUS SKIN PROBLEMS - AS DEFINED BY ITS LATIN NAME, NEODERMA MEANING: NEW-SKIN.
EVERYONE HAS NATURALLY SEEN THAT MANY CHANGES HAVE BEEN IMPLEMENTED: A NEW BRANDING AND A FUTURISTIC PLAN.
"WE HAVE RETURNED TO THE DRAWING BOARD AND HAVE RECONSTRUCTED ALL THE ASPECTS OF THE BRAND TO PREPARE OURSELVES FOR THE FUTURE," says ANDREAS LOIZOU, CEO @ NEODERMA. THE CHARMING CYPRIOT PROVIDES TEXT AND EXPLANATION CONCERNING THE LARGE INVESTMENTS MADE AND THE CLEAR VISION HE HAS ON THE VALUE OF THE PREMIUM SKINCARE BRAND & TRADEMARK NEODERMA.
The story of NEODERMA goes back to 1991. At that time, there were few professional brands that were concerned with skin improvement based on peelings. Although the chemical peelings did yield results, there were risks involved. "The idea emerged to develop a peeling based on herbs and plant extracts, a natural-organic method of peeling," explains Andreas. "When these ideas took shape in collaboration with doctors, NEODERMA was established.
THE ORIGINAL BIO-PEELING
NEODERMA started in the early nineties with a product line of only seven products, with the Original Bio-Peeling leading the way. With a strong position, NEODERMA presented its developments at international trade fairs, and with success, within a few years, NEODERMA's philosophy and working methods caught an eye in Asia, the Middle East, and Europe. The Netherlands also joined quickly. "At that time, there were not many natural beauty products on the market, but NEODERMA holds this claim in its DNA," explains Andreas. “The initial slogan was: Back to Nature " for a reason... Our focus was, therefore, on the Bio-Peeling. The treatment was the basis of NEODERMA. Other homecare products aimed to support the effect of the peeling. During its first decade, NEODERMA flourished on an international level; professionals became convinced of this natural method of skin improvement. It was time for the next step: a more extensive range. “We were looking for new collaborations with experts in Switzerland, France, and the United States, among others, forming the most exceptional formulas. Within a relatively short time, we expanded the NEODERMA range from seven products to at least eighty - The golden years - We positioned the brand in the international market.
AIRLESS SKINCARE: THE NEW STANDARD
NEODERMA has since grown into a luxury-premium skincare brand with products for a wide range of skin concerns. According to Andreas, NEODERMA was, therefore, ready for a substantial rebranding and lifted the brand to a new dimension. Andreas had a significant role in this upgrade. “We looked at not only the appearance and design of the brand but also its DNA. We decided to renew the brand entirely. Back in 2008, we had already introduced an important packaging innovation - the Polyfoil (Swiss) - in which a patented aluminum layer was implemented inside the tube to keep the product in a sustainable setting. This method would provide stability and retain the effectiveness of materials. When we renewed the entire packaging in 2017, we took it one step further. We have managed to make the packaging free of air, which we call "Airless Skincare."
This new method of processing ensures that the products meet the highest standards. I am convinced that all skincare brands should be produced air-free. The product should be sealed to guarantee the best performance. It cost us a fortune, but it was a significant innovation in the skincare sector. NEODERMA does not follow temporary trends. We only innovate if we believe that it is a sustainable improvement. A new standard. "
CLEAR VISION POINTS TO COMPLETELY NEW FACTORY
NEODERMA's manufacturing operations are conducted in Cyprus, but development remains with R&D labs around the world. Andreas is a strong supporter of the EU regulations when it comes to skincare. NEODERMA is, therefore, doing everything it can to continue improving the products on all aspects. "You see more and more natural products appearing on the market today, but the term "natural "has become too broad. Many brands claim to be natural or organic, but in fact, they are not. It is important that the products actually do what they promise, but also that the products are safe and are produced in the right way! This naturally also applies to NEODERMA. And so a few years ago we commenced a new grand project: the construction of our new high-tech factory. "
"We examined the production process as a whole," continues Andreas. “I wanted to start from scratch and set up a production line according to pharmaceutical standards. We have demolished the old factory and completely rebuilt it from scratch. We have created a production environment where the products are constantly in sterile conditions, protected against harmful external factors. Our processes comply with ISO 22716, the international standard for Good Manufacturing Practices (GMP). If one day we would want to produce medicine, then this would be possible. It took a lot of time and money. We have not even mentioned the risks of such a renovation-reengineering, but we are now completely ready for the future. We now produce sixty products per minute, and we are completely up and running - faster than ever! I hope that the skincare industry will realize that this clinical method of production is essential for the quality of cosmetics and the effectiveness of raw materials. ”
NEODERMA has reborn - Not only has the packaging and formulas been technically improved, but the new, minimalist look of the brand has not gone unnoticed. “The image must primarily radiate luxury, keeping with the quality of the content. We launch the "New NEODERMA" in every country, but the Netherlands has a special place in our hearts, "says Andreas. “The Dutch beauty sector is highly acknowledged and maintains high standards. For NEODERMA we are looking for those salons that go a step further and offer high-end services. In addition to good salons, the Netherlands offers so much more. For example, we have two offices in the Netherlands, one in the heart of Amsterdam and the recently opened Experience Flagship Center in the charming city of Naarden-Vesting. Thanks to the excellent logistics, we export our products from the Netherlands to other European markets. We recently opened our third distribution center here. ”The distribution in the Netherlands has been organized by NEODERMA for a number of years. We cannot, therefore, leave it undisputed that the roads of NEODERMA and its ex-distributor parted two years ago. Although Andreas wants to look ahead, he says the following about this. “We have had excellent cooperation with our former distributor in the Netherlands over the years, and we are very grateful to this extent. A lot has changed in recent years. NEODERMA is growing incredibly fast, and we know that some changes were drastic. But it has made NEODERMA the brand that it is now and that we are proud! Our products are now available in 178 countries around the world. "
When we talk about the future, a big smile appears on Andreas' face. He still has the biggest plans. “What you've seen so far is just the beginning. Now that the production process has been lifted to a higher level and the brand has been put on the map again, we have been busy developing new products. In any case, I can say that 2020 will be a busy year with launches, masterclasses, and training seminars, among other things. We are ready to introduce the Dutch beauty professionals to the following development; the tip of the pyramid ”, Andreas cryptically concludes.
NEODERMA has developed a platform for beauty professionals, where they can be informed about the brand and products. For more information, call +31 20 225 1202 or register on the Professional’s Platform via: https://neo.club/register
Chief Editor & Author: Charlotte Swagten.
(English interpretation from the original Dutch publication)