Boosted by the success of Helena Rubinstein on the Asian market, the management of the L’Oréal Luxe Division, led by Elisabeth Sandager and Charles Finaz de Villaine, revived Carita, The Sleeping Beauty, to make it the ambassador brand of French beauty, in particular in China and Asia. After taking a look back at the brand strategy orchestrated by the group, we are inviting you on a guided tour of 11 Faubourg Saint-Honoré, Carita’s legendary Parisian Maison de Beauté, which has just been given a makeover.
As the skincare and wellness market is booming around the world, L’Oréal continues to invest in this sector, boosted by the successful relaunch of its premium skincare brand Helena Rubinstein, which made a comeback in Asia in late 2019. Buoyed by the interest of the Asian public in high-end, made-in-France skincare, the brand boasts excellent results and is performing well in its segment. With Carita, the cosmetics giant is investing in ultra-premium skincare, building on the brand’s very Parisian identity.
Conquering Asia
In October 2022, after two years of works, the brand celebrated the rebirth of its iconic address at 11 Faubourg Saint-Honoré, in Paris, a hairdressing – and then Global Beauty – hot spot since 1952, when it was launched by the Carita sisters, Maria and Rosy.
The year 2022 also saw the relaunch of a new skincare range consisting of 18 topical products: the offering was reworked and premiumized with new formulas and packaging. A brand-new facial cleansing foam will be released in mid-February 2023. These products are available as part of beauty treatments and elevated with a rich list of protocols at the Paris Maison de Beauté or at the Hotel Martinez in Cannes.
Now that Carita has returned to Paris with great fanfare, China is the top priority. The brand products are available in beauty salons and as retail goods in the spas of renowned Chinese palaces: Mandarin Oriental in Shenzhen and Beijing, and Capella in Shanghai. Three dedicated brand outlets were also opened in Nanjing (Deji Plaza), Beijing (Beijing SKP), and Shanghai (Shanghai New World Daimaru). The group aims for Carita to keep expanding in China, and more widely in Asia, in the months and years to come.
The temple of luxury and beauty à la française
With its 1,800 square metres of floor space, the mansion, which houses the Carita Maison de Beauté on five floors, owes its new style to the talent of architects Sophie Thuillier and Cristiano Benzoni. Since it was opened, the place has been mainly visited by Parisian women and men (25% of men regularly come to the hairdressing salon), but also by fashion and movie celebrities. As the address perfectly embodies luxury à la française, a more global clientele is expected very soon, in particular Chinese customers. For the L’Oréal group, it also showcases the ambition and know-how of the Luxe Division, highlighting the beauty world in its “globalness”.
The entrance to the building is through the iconic Carita porch. Then, customers walk under a series of arches to reach the sumptuous atrium, which gives an idea of the extent of the premises. The ground floor houses various areas, including a treatment bar with all the products in the range, a store with decorative objects and ready-to-wear, a reception desk, and a skin diagnosis area.
Then, stairs (and a lift) lead to the eleven treatment suites and to the hair salon, located in the centre of the building, as a tribute to the two Carita sisters. The stylist team includes the famous hairdresser John Nollet, who has also been appointed Artistic Director of Carita. Right now, the L’Oréal Professionnel brand is used for hair care and styling, but a range of hair products by Carita may soon be launched.
On the same floor as the hairdressing salon, eye care and semi-permanent makeup services are also offered. Plus, there is the 35-seat Rosy restaurant, served by chef Amandine Chaignot. The Maison de Beauté even has a 130 square metre flat that can be booked for private and professional events. On the top floor, the staff can go to the Carita Academy to practice and study during off-peak hours.
Lastly, to pay tribute to the history of the Maison and the Carita sisters, a 245-page book, Carita – 11 Fbg Saint Honoré Paris, written by Laurence Benaim, has just been published by Éditions Assouline!
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