CPP-LUXURY.COM has recently interviewed Adrienne Feller, Founder and CEO of Hungarian natural cosmetics brand Adrienne Feller.
How did you come up with the idea of launching a beauty brand? Tell us more about your history and your background.
My story dates back to the 1800s: my great-great-grandfather, a renowned healer, was bestowed the title of ‘doctor’ by the king and emperor for his discovery of a vaccine. My great-grandmother used herbs for healing and beautification, and continuing the tradition, my grandfather engaged in oil pressing, his extractions were legendary. My great-grandmother’s herbario was mostly destroyed, but some of her treasured recipes ended up in my safekeeping and those herbal remedies and ingredients form the basis of my PANNONESSENCE line of products.
At the age of 20, I moved to Sweden following an inner inspiration and I enrolled in the Elizabeth Skola in Stockholm, graduating as a beauty therapist. Shortly after, I found myself at the Axelsson Institute of Stockholm, where I pursued in-depth studies in the English school of aromatherapy and met my master and guide in the art of balancing one’s physical and psychological well-being. I then made my way to France and Belgium in order to study the French school of aromatherapy for several years. In 1992, I returned to my homeland to study naturopathic medicine for six years, eventually becoming a certified naturopath.
Basically, at that time I had no purpose to launch a beauty brand. At least I didn’t imagined I would do it at the beginning of my journey, but this whole brand was born from my passion for creating the products that I wished existed. Passion took me forward and filled my soul every day while I was doing my job. I feel really fortunate because I found my profession very early and still being devoted with my heart and soul. To live every day with untiring and extraordinary precision, constant learning and everlasting improving. As I look back on this, I enjoyed every minute of that journey. Then there was a point when my own products come to existence. Somehow I wanted them to be born out of all the knowledge and experince I’ve gained over the years as well as the complextion of spiritual stories behind people’s skin problems.
Then the products hit the market and gained immediate popularity among professionals. Those who used it loved it. I could barely follow the demand. As time went on more product line was created then someone asked me where the idea came from to building my own brand. After that I wondered and realized that I really am building a brand. Somewhere during these years I realized what was happening to me, around me and here at this point I came to realize that I continue the family tradition.
From that point on, I started to build the brand consciously.
How important is your Hungarian heritage?
Hungarian heritage has always been important. To turn to my roots, to work with the finest, purest natural local ingredients, herbs and Hungarian thermal water. And most of all, to use these good vibration and energies of Hungarian treasure in our products.
In such a competitive international market, what are the key competitive advantages of your brand?
The first and most important value is that they are made with heart and soul. We work mainly with Hungarian thermal water and raw materials are selected with extreme caution. The products are not only for the skin, but for the soul as well.
Additionally, our products are 100% natural and non-toxic for real, with not even the smallest percentage of a synthetic ingredient included. The formulas for the products are entirely our own, complete with our own essential oil base which is absolutely unique. Plus, all of them are hand-made in our manufacturing facility.
How important is packaging?
I believe it is important, but packaging should not only provide aesthetic experience, but also support the product. That could be another focus for sustainability. That’s why I use mostly glass in the packaging. Because glass is infinitely recyclable. But it also has it’s limits. For instance there aren’t a lot of glass options that are available in professional-size.
What are your most important export markets? What is your strategy of expansion?
We started to opening up to foreign distributors from the second half of 2017. Up to this point we got many inquiries, but an important expectation from us to represent the same values and philosophy as we do. On the whole, we are trying to grow very strategically and very organically, but it’s all coming to us and I feel very grateful. Our products are already available in Bulgaria, Italy, Spain, Sweden and Germany.
Is your brand present at luxury Spas? Do you have a dedicated Spa range of products?
We have cooperation with several five-star hotel and daily spas mainly in Budapest but in other spa towns as well, like Hévíz where thermal bath culture is getting revived. There is a product line within our professional portfolio which was developed specifically for Spa treatments.
What are the most effective marketing and promotional tools for your brand?
Obviously there are many promotional tools, but the most important is credibility.
What are your mid and long term plans?
In the future there are a lots of exciting things coming down the pipeline: new product launches, events, new masterclasses, store and spa opening and more.
But since we do not only deal with product sales, but with education as well what are equally important in my life, our plans are many-faceted. Above all I would like to educate women of the connection between beauty and harmony. Because natural beauty is the reflection of our inner harmony and when it’s done right, it really is the ultimate luxury that you can do for yourself.
It’s such a privilege to be doing what I’m doing and making people feel beautiful.
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