Nirvel Cosmetics is facing up to the end of this year with new product launches in an atmosphere of great enthusiasm, borne out of commitment and energy. We interviewed company CEO, Consuelo Vaquer.
Nirvel Cosmetics is a Spanish family business with 41 years’ experience in the world of cosmetics and a presence in more than 40 countries. CEO, Consuelo Vaquer, reveals the details of how they have dealt with the COVID-19 crisis and how they are preparing for new product launches.
How has the coronavirus crisis affected Nirvel Cosmetics?
“Nirvel Cosmetics S.L is a family business, well established in the national and international markets. The coronavirus crisis has affected us, as it has all other companies, to a greater extent, since the national market, and most importantly the international market, had to stop activities. We decided to move forward, but we did not have any special plan at the start. Our workers continued to work digitally or over the phone where their job-type has permitted them to do so. We have tried to maintain a level of normality in marketing our products, which have remained in great demand, as have our services. We also try to create opportunities from adverse situations, like the one we have just been experiencing.”
Has it affected all your export markets in the same way?
“No, we have had countries like Russia and the USA that have continued to operate normally and, thanks to this, we have been able to keep going with our activities”.
How do you think hair cosmetic brands will come out of this crisis?
“The coronavirus crisis has brought to light a reality: hairdressing is an essential service, because hair is fundamental for women and as well for men. Having hair in good condition, healthy, with a beautiful and well-groomed colour, is always important. People have realized that they need their stylist and therefore also professional hair cosmetic products. We think it is a great opportunity for our industry, since the crisis has placed a much higher value on the services our industry provides.”
How have you been supporting hair salon entrepreneurs in these tough times?
“During the lockdown, Nirvel Cosmetics has been working to offer professionals, gels and hydroalcoholic solutions, masks, protective screens, disposable material … Now we are continuing to support them, offering also training, tutorials, launching new products and treatments.”
The beauty sector demands more and more natural and sustainable products. How has the new Naturals by Nirvel Cosmetics line been accepted?
“We feel a strong need to be at the forefront of sustainability and respect for the environment; to find the best solutions: innovative active ingredients of high quality and effectiveness. That lead to the creation of our “Naturals” by Nirvel Cosmetics line, a brand that includes hair care and Face care products. The packaging of “Naturals” has helped reducing the total waste of more than 163,000 plastic bags. In addition, all the labels in the line are 100% organic and biodegradable, made from sugar cane.”
Are there any new launches planned?
“The “Naturals by Nirvel Cosmetics line will continue to grow, since, for us, respecting the environment and actively positioning ourselves against the degradation of the planet is one of our values that we want carry on in the present and in the future. We are also planning an expansion of the “Naturals” by Levissime line, including in our range of Cream, Serum, Micellar Water and Mask, a moisturising Eye Contour, anti-puffiness, anti-dark circles and anti-wrinkle. Within the Naturals by Nirvel Professional line, we are working on a very interesting range of products to treat and improve the hair structure. We are very confident in our Naturals by Nirvel Cosmetics line, and we are working hard to offer our customers high quality, innovative and sustainable products. Looking ahead by the end of 2020, we are going to launch a new line within the Nirvel Professional brand, called Back To Basics. Quality is found in the small details, in the essential aspects of life. Hair care is the essence of beauty.”
And wish for the next few months?
“Our wish is for the COVID-19 crisis to be solved, and for that to happen we must all play our part.”
