In a world where the beauty industry is perpetually evolving, navigating the labyrinth of challenges and opportunities requires a blend of expertise, vision, and ingenuity. We recently had the privilege of sitting down with the CEO of Cellcosmet, a leading brand in luxury skincare, to delve deep into the complexities of the luxury beauty landscape.

From the company's focus on corporate social responsibility and its journey through digital transformation to its global outreach and scientific innovations, Tancrède Amacker provides an insightful look into the brand's strategies and aspirations. With a footprint in over 25 countries and a loyal consumer base stretching from Asia to Europe, Cellcosmet is shaping the future of skincare.

Read on to explore the mind behind the brand, as we discuss everything from the challenges facing the luxury beauty sector to the nuances of Swiss luxury, generational customer engagement, and the relentless pursuit of innovation.

What is the true essence behind the success and uniqueness of Cellcosmet?

Tancrède Amacker: The genius of the creator Pfister of Cellcosmet lies in an obsession with the product. While advertising campaigns and marketing are important, I firmly believe that the soul of our brand is embodied in the product itself. The key to our success lies in our expertise in bioscience. In the past, simply featuring a celebrity's face was enough to sell a product. Today, consumers demand clinical tests; they want proof that what they are purchasing works.

Despite the high prices of our products, the bio-scientific aspect attests to their quality. As a brand, we manage most aspects of our business ourselves, reinforcing our customers' trust and enthusiasm for our brand.

Could you enlighten us on the new Cytopep® cellular extract and its impact on your customers?

Tancrède Amacker: As a brand, our tagline is "The Science of Cosmetics," which obliges us to be at the forefront of the innovation that drives science. The cellular extracts have been our signature ingredient from the beginning. They are a blend of peptides and proteins that we manage to maintain in an active state thanks to our owned CellControlTM Method, which consists of a stabilizing liquid keeping the integrity of the cellular extracts.

The concept of skin revitalization, which is carried on by cellular extracts, involves bringing a young cell into contact with a dying cell, thus revitalizing the latter by providing it with new energy. We have recently developed a new generation of cellular extracts, the CytoPepTM Cellular Extracts, an upgraded version, which allows us to achieve improved results with a skin revitalization power twice as effective.

We adhere to pharmaceutical-grade quality standards, which aligns our brand more closely with the pharmaceutical industry rather than the cosmetics industry. To ensure the efficacy of our products, it is imperative for us to adhere to pharmaceutical industry medical testing standards. This ensures that we do not disappoint our customers, who are mostly well-informed and interested in our brand and its ingredients.

In your opinion, what are the main challenges facing the luxury beauty industry today? How do you address them as a CEO?

Tancrède Amacker: In my view, there are primarily three major challenges confronting the luxury beauty industry today. The first is intrinsically tied to a broader concern regarding Corporate Social Responsibility (CSR). Consumers are increasingly scrutinizing what they apply to their skin, thereby compelling brands like ours to be transparent about their ingredients. Our formulas have an average of 90% natural ingredients and are free from silicon, parabens, microplastics, volatile alcohol, and chemical dyes. This legitimate concern is relatively nascent; a decade ago, merely seeing a product featured in a Hollywood film would often suffice to inspire a purchase. Such is not the case today.

The second challenge is the digital transformation of the sector. Our traditional distribution channels have been pharmacies, perfumeries, and spas. However, with the technological acceleration brought about by the COVID-19 pandemic, the challenge lies in translating the high level of service we can offer in a luxury hotel setting, for instance, into an online environment—especially for a premium-priced brand like ours. Few digital-native skincare brands operate exclusively online. Capturing or mimicking the sensorial aspects that we offer in a physical retail space when operating online is essential.

The third challenge is connected to globalization. Numerous new brands are emerging from around the globe, including influencers who are launching their lines. What sets us apart is our three and a half decades of research and development. Our industry possesses a complexity not found in either the makeup or perfume sectors, which places us at risk vis-a-vis these burgeoning brands that could potentially dilute the category.

Although these three trends present challenges, the silver lining is that our industry is constantly innovating. Personalizing products based on your skin type, your local environment, pollution levels, or even your diet and stress level are the forthcoming facets of innovation that await us. We are poised to delve even deeper into product "personalization" through science.

What are the opportunities in the cosmetic industry?

Tancrède Amacker: From my perspective, one of the principal opportunities lies in product customization, made feasible by advancements in scientific research. Additionally, we are afforded a substantial market opportunity in being able to commercialize Swiss quality. As a brand, we have already established a presence in 25 countries, thereby contributing to the enhancement of our global reputation.

Another significant opportunity pertains to environmental consciousness, which constitutes a major concern for us. Initiatives such as reusable packaging or environmentally friendlier consumption methods offer us an immense opportunity for differentiation. In summary, customization, market expansion, and environmental responsibility represent the salient opportunities confronting our industry. To these, one may also add the burgeoning potential of digital platforms, including formats like livestreams.

What are your primary markets today, and why, in your opinion?

Tancrède Amacker: Our primary market is Asia, notably China, Korea, and Japan, for several distinct reasons. In Asia, there is a heightened awareness of the importance of skincare from an early age. Unlike in the West, where individuals often wait for the onset of issues like wrinkles to begin taking care of their skin, Asian consumers adopt a more preventive approach. For instance, the average age of our customers in Asia is 25 years, which is indicative of their willingness to invest in skincare at an early stage.

Japan is a very traditional country where self-care is highly valued. Korea, on the other hand, is a powerhouse in terms of skincare innovation, particularly with products such as BB creams and snail-based creams. Moreover, Korea serves as a cultural engine for Asia through films, series, and K-pop music. Thus, it plays a dual role: as a producer of skincare products and as a cultural influencer. Lastly, China has been the quintessential luxury market for the past 15 years.

However, we are also active and expanding in other markets such as the United States, the United Kingdom, and France. These countries hold their own significance for us. We believe that we have the opportunity to enhance our brand recognition in these markets because what they seek aligns with the values of our brand: niche, high-performance, and quality products.

What is Switzerland's current role in your strategy?

Tancrède Amacker: Switzerland presently ranks as our second-largest market. We maintain a strong presence in the French-speaking part of Switzerland, yet we recognize the imperative to enhance our footprint in the German-speaking regions.

Our ambition is to identify locations within Switzerland where we can uniquely express our brand's identity. We are aware that highlighting Swiss brands holds significant allure for Asian tourists, who specifically travel to Switzerland in pursuit of high-quality Swiss cosmetic products.

As a Swiss brand responsible for our own development, production, packaging, and shipping, we are committed to managing all these processes in-house. This is done with the intention of maintaining elevated quality standards and meeting the demands and expectations of our clientele.

What is your relationship with the younger Generation Z clientele? Do they represent a priority for you? If so, how do you plan to attract them?

Tancrède Amacker: For us, Gen Z is no more a priority than any other age group. Our overarching aim is customization, which transcends mere generational targeting. We are an inclusive brand, offering products that cater to individuals spanning the spectrum from youthful to mature. I do not wish for our brand to be pigeonholed into any specific age segment, as that would run counter to our principle of personalization.

That said, we are keenly interested in the consumption habits of younger demographics, and what they desire to see and hear. For instance, the livestream formats to which we have alluded are specifically tailored to the age range of 20 to 25, which has shown a particular affinity for such interactive experiences. We are a brand committed to quality, efficacy, and safety, and we refrain from categorizing our customers based on their age.

Cellsomest has established itself as a benchmark in the field of cosmetic science. How does the brand continue to innovate in this domain?

Tancrède Amacker: We maintain partnerships with cutting-edge biotechnology firms that are working on various groundbreaking topics, including the development of our signature ingredient CytoPepTM Cellular Extracts. We are perpetually vigilant in identifying the latest innovations through these biotechnological collaborations. At present, we are in the process of assembling what we refer to as a "Scientific Advisory Board." This council comprises experts in various scientific disciplines who guide us towards new avenues of research and development.

Our role is to position Cellcosmet at the epicenter of these advancements. The fascinating aspect of science is that today's innovation will be rendered obsolete tomorrow. Therefore, it is imperative to stay at the forefront of technology. We achieve this by collaborating with experts and talents, whether we find them in Switzerland or elsewhere around the globe.

For someone who has never tried Cellcosmet products, which initial product would you recommend and why?

Tancrède Amacker: If there's one product I would suggest trying first, it would be CellLift Serum. This product provides immediate results; your skin reacts in such a way that the impact is memorable. However, my personal favorite is UltraCell Intensive, which serves as a highly revitalizing and delightful-to-apply 12 day-program. I strongly recommend the 24-vial format since cellular renewal takes about 28 days. Thus, post-application, you will truly witness a radiant luminescence emanating from within your skin.

Additionally, the Precious Mask is another stellar product to consider. This mask is an amalgamation of four exceedingly rare clays, often referred to as the "pre-red carpet" treatment, because upon application, the effect is nothing short of astonishing. I can affirm that these are our top-selling products among Asian customers who travel to Switzerland specifically to purchase them.

What does Swiss luxury mean to you?

Tancrède Amacker: Swiss luxury is fundamentally synonymous with quality. There's an element of precision that one might not find in other manifestations of luxury. Taste is certainly present, but in Switzerland, it's truly the precision and meticulous attention to detail that prevail. We are assured of obtaining a product of the highest caliber that will not disappoint upon utilization. I believe this is what sets Swiss luxury apart from other European luxuries. Moreover, as a nation, we still have considerable work ahead of us in promoting it. The French and Italians are far better positioned in this aspect, which I find regrettable. Swiss luxury deserves more spotlight, and I believe we can elevate its status as a nation.

Useful Links

Cellcosmet: Official Website & Instagram

The Science of Beauty. An Exclusive Interview with Cellcosmet's CEO Tancrède Amacker