When creating a brand, “the first brick is still the product,” maintains Louis Marty. Twelve years ago, with his business school diploma hot in his pocket, this entrepreneur, with an associate, chose to market a scented hydroalcoholic hand gel. “A gel that doesn’t dry out the hands,” he explains, like the one that his mother, who is a stickler for hygiene, constantly put on him. At the time, their model was the American ice cream brand Ben & Jerry’s or Innocent smoothies, which he perceived as “fun with great products and differentiating marketing”.
With hand gel, launched well before the global Covid-19 pandemic, Louis Marty is targeting a small market. “It’s sold in pharmacies but not in beauty products, unlike hand creams,” he says. But Louis wants to make this product “more sensory with perfume”, which opens more doors for him.