The brand is already investing in and supporting the development of several Reunion brands : Bourbon herbal teas, Ti Soap Pei, Elvijah… She is looking for others. Muriel Loukou-Miravete, Deputy Managing Director of Socopharm, delivers a plea in favor of Reunionese excellence that is still too little known in this field of activity.
to research and promote pei productions. »
Meeting Leader : what characterizes the product offerings of pharmacies under the Kôté Santé brand compared to competing brands ?
Muriel Loukou-Miravete : In the offer that the Kôté Santé brand offers each month to network pharmacies, we of course find the classics and the new products from the essential laboratories of mainland France and elsewhere. My role, in terms of product sourcing, is also to look for new brands and unique products corresponding to the needs of Reunion Islanders., at the best value for money. In this context, we are also a distributor or depositary of certain brands, like the Taaj brand of cosmetics inspired by Ayurveda, combining traditional know-how and French expertise. There is also the Bébé Soley brand of high-end diapers and wipes.. The Alvadiem brand, French brand of natural cosmetics for
feet and hands. The French brand of Soft condoms. For this reason, Kôté Santé pharmacies offer product offerings that differentiate them from competing brands. Our brand is and will always be the springboard for ranges appreciated by Reunion Islanders..
Are there product ranges created especially for Kôté Santé? ?
two Kôté Santé exclusives.
We created a first line of products from A to Z : HOSAN is a hygiene-beauty brand that belongs to us. We designed and developed it for our network. The sale of the HOSAN range is exclusive to Kôté Santé. It reflects our desire to develop or distribute products for daily use with excellent value for money, specifically adapted to the needs and expectations of Reunion Islanders.. We are not in a logic of developing entry-level products, but quality products designed to measure. The HOSAN range has won over our patients with its quality and fair price.. This is another source of differentiation for us.
You plan to create other own brands ?
Yes, projects to create ranges and brands are underway. Always in the same perspective : guarantee Reunion consumers access to products whose quality we will control, availability and price. This is all the more important in the current context marked by delivery difficulties and price increases..
Does this also mean that you want to develop a range of Reunion products? ?
We actually want to promote Reunion laboratories and support them in their development through our network.. We started doing it. We believe that this is part of the responsibilities and must be part of the commitments of a brand that claims to be “100% pei”. We are collaborating with Serto Environnement to market the Tisanes de Bourbon and Tisane La Kour brands.. We worked hand in hand with the Serto company : on the brand name, le packaging, the price, marketing. We have set up a promotional offer, for Christmas, in all Kôté Santé pharmacies to promote the idea of a personal gift with these products. This is an example of support that we are able to provide to Reunion companies.. We are ready, proud to do it, to put our experience and know-how, as well as the strength of our network, at their service. The Tisanes de Bourbon brand is now present in almost all Reunion pharmacies.. We also support Ti Soap Péi, a range of solid shampoos and soaps without packaging, handmade, of a quality that we consider exceptional. We also work with Elvijah, a Reunion brand of dermocosmetics with strong development potential. I will mention yet another of our favorites : Organic and Passion, the local brand of small organic baby jars which are available in our pharmacies. My job also consists of researching and promoting PEI productions of this level of quality..
What are the criteria for distribution at Kôté Santé ?
A product intended for sale in pharmacies or drugstores, good value for money, with sufficient volume for 83 pharmacies, and if possible 100% Reunionese ! If you check all these boxes, we are definitely takers ! But we must consider that the product will be offered to 83 Kôté Santé pharmacies and that more than 300,000 people visit these pharmacies each month.. So yes, we are looking for Reunion products that can ensure a regular supply. Knowing that, on our side, we put our expertise and our commercial and communication tools at the service of our local partners.
By positioning yourself like this, Are you looking to contribute to the emergence of a real Reunion sector of care and cosmetics? ?
This is clearly our desire in the cosmetics sector, but also herbal medicine and aromatherapy. During the pandemic, our Kôté Santé pharmacies have never lacked essential oils thanks to local production : Reunion Island has real legitimacy in herbal medicine with 25 endemic plants listed in the pharmacopoeia.. I am even certain that there is an export potential for Reunion products sold in pharmacies and drugstores.. I see the reaction, in a city, pharmacists to whom I present Ti Soap Péi : the quality and originality of the range, associated with the wealth of endemic Reunion plants, are immediately seen by a professional. Some signs prove that the Reunion market is evolving in many export areas, but also for import : more and more laboratories, major national brands, have local stocks, while until recently pharmacists placed orders in mainland France and were delivered by boat or postal parcel. This is why we have chosen to also develop distribution by offering tailor-made services to laboratories wishing to develop in Reunion Island.. The Kôté Santé “100% péi” brand does everything possible to facilitate access to pharmacies and drugstores for consumers and laboratories.
THE FIELD EXPERIENCE OF A WINNING TANDEM
Holder of a pharmacy technician diploma obtained in 1993, Muriel Loukou-Miravete worked in this profession until 2002, where she joined the founders of an important metropolitan brand which, in addition to her duties as preparer, offer him the position of purchasing and product sourcing manager. She held this position until January 2017.. The following month, Muriel Loukou-Miravete joins the Socopharm group as deputy general director. “Self-taught and entrepreneur” : this is how Dimitry Louvencourt defines himself. “My school career was quite chaotic. School was not made for me. I have done many odd jobs in France and abroad. These many experiences taught me the school of life ! » At 25, Dimitry Louvencourt enters the world of advertising within an advertising agency. Two years later, he created his first free magazine publishing company in Paris (Ride Mag et City Mag). “Digital then arrived and immediately fascinated me. I threw myself into it 150%. » After accelerated training in a start-up, he launched his first website Profvac.com in 2003. Others will follow. In 2006, he created a digital agency specializing in brand content, branded content, and the creative concept. “This intense experience occupied twelve years of my life. In 2018, I wanted to live a new experience : I settled with my family in Reunion. » Dimitry Louvencourt is today general director of Pharma 974, “whom I sincerely thank for having had confidence in me for the development of the Kôté Santé brand”.
