We chat with Yves CHENEVARD, co-creator of Instant about the brand he helped create.
How did the two creators of the ‘Instant’ brand meet?
We met during a pharmaceutical industry course and then again at a cosmetics industry course around 20 years ago. We then decided to launch our own brand in 2006.
How did the idea of creating the instant brand germinate?
Through our experience in various dermo-cosmetic laboratories, we felt the need to create a brand with a simplified and specific offering that skin professionals (Dermatologist, Aesthetic doctor, Beautician, Pharmacists, etc.) would be glad to recommend.
What is the triggering factor that pushed you to embark on this venture?
The need for freedom to choose our direction, while taking into account the real needs of the markets and consumers without giving absolute priority to profitability as you do in a large listed corporation.
We also placed emphasis on the acceptability and tolerance of product textures, because we had noticed that consumers’ bathrooms were flooded with products that had been tried once or twice and had been abandoned because of how they feel to touch.
Finally, from the outset, we decided to banish added perfumes in our products in order to minimise the risk of allergy.
What differentiates the ‘Instant’ range?
For the record, my associate suffered recurrently from a gastric ulcer and when the pain was too intense, he sucked on liquorice root which quickly brought him relief from his stomach pain. Based on this finding, he wondered about the possible anti-inflammatory effect that liquorice extract could have on the skin.
The multiple studies on the soothing effect of this extraordinary active ingredient proves that the great Greek philosopher Theophrastus was correct in the 3rd century BC when he recommended it for the treatment of gastric ulcer!
It has also been highlighted, during research, of its long-standing presence in the European pharmacopoeia and as one of the flagship plants of traditional Chinese medicine under the name GAN CAO.
These fact combined gave us the DNA that would govern the development of the range: liquorice extract, as an obvious fact that was essential, had to be present in all instant products for its effect in truly soothing sensitive skin, the main reason for patients require consultation with skincare professionals.
Why the ‘instant’ brand?
Our challenge from the outset was to make ‘instant’ an internationally recognised brand. We wanted branding that was simple and pronounceable in most languages. We also wanted to reflect the ‘instantaneous’ effect of our products when applied to the skin. The obviousness of instant therefore appeared to us as well as the slogan: instant, that’s all! (because of the dot on the “i”).
Where do you find ‘instant’?
For 15 years, the ‘instant’ brand has been present in around fifteen markets as a cosmeceutical product, i.e. recommended by skincare professionals and for sale in pharmacies. As this business model proves to be scalable and adaptable according to the specificities of each market we’re continuing to expand into new locations including Australia.
