A newcomer in the clean beauty market launched in China last month, Purality Paris is a 100% French skincare brand that aims, as a first step, to win over both French and Chinese consumers.
The positioning of new skincare brand Purality Paris can be summed up by the slogan, “Be part of the change.” The products are made of 95% natural ingredients and aim for transparency and responsible consumption. “Our Chinese customers are Gen Z and millennial women between the ages of 27 and 33,” remarks brand founder Nicolas de Klebnikoff. “Long a secondary concern, the environmental issue now influences purchasing decisions in this market. And although these consumers look for maximum effectiveness and safety, brand identity and packaging are still key factors in the choices they make.”
Purality Paris offers an essence lotion produced through a fusion of botany and biotechnology that comes in a range of three duos with different effects and colors. “In 1832, Alexis Levchine, my Russian botanist ancestor, discovered the Rhodiola plant on an expedition in Central Asia,” explains de Klebnikoff. “He revealed this plant’s capacity to resist extreme climate conditions and its adaptogenic properties. To give our skin the same natural defense mechanisms, I have transposed these 'powers' into a natural ingredient: Adapto-Biotics Plant Technology.” The goal? To restore the skin’s natural balance.
An expert with 20 years’ experience working for luxury cosmetic brands in Asia, de Klebnikoff collaborated with a Chinese team to choose a name for the brand before entrusting agency Valérie Bernard Design with creating the packaging.
“The idea was to create a box for two products — the essence lotion and the shot — that draws customers into the world of the brand, its origins and values, so that they get a sense of the product via the image. With my botanist ancestor’s book in mind, I wanted the packaging to open up like a book.” The result: a book-shaped box (Autajon Group) with two openings, like an origami piece, dreamed up by Valérie Bernard starting with a piece of paper folded 16 times. “We selected an FSC-certified BillerudKorsnäs Prestige paper with a weight of 315 gsm,” explains the designer. “It’s simple, white, and soft, which gives an impression of naturalness without being overstated. This paper is ideal—it has a perfect amount of pliability and stiffness for our ‘box of tricks’ while being recyclable.”
Each pack includes a 45ml glass bottle (Baralan) containing the essence lotion and a 5ml Circulen plastic ampoule bottle (Sériplast) containing the shot. The glass bottle with an airlock cap is an innovation developed for Purality to make it easy to mix the shot with the water-based essence without risking oxidation.
The first field trials, conducted with a group of 100 Chinese women and using double-ended glass ampoules, were disastrous. “They were not familiar with this type of container and cut themselves,” recalls de Klebnikoff. “We had to find something playful, elegant, and easy to use so that the mixture we call ‘fertilization’ could be done in four simple steps.”
Generation Z consumers love this type of do-it-yourself, creative child’s play. “It didn’t take the testers long to master the transformation of this new skincare product,” concludes Purality’s founder, who is highly optimistic after the initial sales via online platform Tmall.
Plastic ampoule bottleSériplast
Packaging designValérie Bernard Design