Sold online and delivered to your home in the Paris region since the middle of the year, the first French brand of refrigerated beauty care, with a name inspired by the Piton Maïdo, starts in Reunion, in November, its marketing at points of sale. A strategic as well as symbolic step for its founder, Marina Féat-Gultzgoff, which magnifies its Reunion roots through this innovation.
Omaïdo is not only the first range of refrigerated cosmetic products, but this will be the first time that cosmetics are, at point of sale, presented in refrigerated cabinets. In the meeting, the five references will be available from November in four pharmacies and at Monoprix. Among the four Reunion investors who responded to Omaïdo’s fundraising is the Ghanty group., which locally operates the Monoprix franchise. The Omaïdo brand is distributed on the island by Pharmar. Omaïdo provides its customers with, at points of sale, an insulated pouch maintaining the temperature of the products for one hour after purchase. An Omaïdo insulated kit is also sold to store your products in the household fridge., by isolating them from the food world, and to facilitate transport outside the home of products. Can hold more products, a refrigerated beauty box, designed by the French start-up Beautigloo, is also sold exclusively at Monoprix. Omaïdo is also working on the deployment, in the coming months, of its marketing model for refrigerated cabinets in some Parisian and provincial pharmacies. Finally, latest news from the brand, the announcement of a second range of three new Omaïdo references in 2023.
Omaïdo, a Reunion brand
No local industrial partner is able to support the young company, the cold formulation of the products takes place in Brittany. Omaïdo can nevertheless be considered as a Reunionese brand. “I am from Reunion and it made no sense for me to work with products other than those from Reunion and its immediate environment., declares Marina Féat-Gultzgoff who, as former general secretary of the animal inter-professional associations ARIBEV and ARIV, knows Reunion agriculture perfectly. And to quote Thierry Vitry producer of organic turmeric from Plaine des Grègues, Johny and Emmanuelle Guichard, producers of organic Bourbon geraniums in Grand-Coude, Soumaïla Moeva, Mahorean ylang-ylang producer. Omaïdo’s leitmotif ? “Efficiency through the preservation of active ingredients and formulas”, replies Marina Féat-Gultzgoff. From 100% natural origin ingredients, Omaïdo has implemented a very strict process, sourcing of raw materials (and in particular turmeric in this first range) choosing the most protective packaging possible, through the cold formulation of products and the establishment of a cold chain from the production outlet “to the consumers’ skin”.
Guaranteed freshness from the field to the point of sale
The French competitiveness cluster Cosmetic Valley supported the idea, as well as the Reunion competitiveness cluster Qualitropic and the regional incubator which led Marina Féat-Gultzgoff to Le Havre in a university laboratory specializing in cosmetics. Then, for production, in Brest, in a laboratory specializing in natural formulation founded by a scientist who knows the biodiversity of Reunion Island very well and loves Reunion Island. Thus was born Omaïdo “the first French brand of refrigerated beauty care, cold formulated and 100% of natural origin”. Omaïdo products therefore benefit from an innovative double process with cold formulation technology coupled with the organization guaranteeing the preservation of thermosensitive active ingredients and raw materials., from the farm, where the turmeric pods dehydrate in a solar dryer away from the sun and in the dark, to the point of sale where the problem of in-store storage remained to be solved. It’s done with the Omaïdo refrigerated cabinet.
The Omaïdo 2022 range : the hydrating botanical serum (gold medal in the specific skincare and facial category of the Cosmetiquemag Awards Indie Brands 2022), moisturizing cream, urban cream (latest addition to the range), eye treatment, the exfoliating mask.
