Dr. Irena Aris, the Poland you will love to love
Newcomer from Poland: the dermo-cosmetic brand Pharmaceris has reached the Super-Pharm chain with a production of 25 million units per year, 550 different care and makeup products, marketing to dozens of countries around the world and 1,000 employees in various positions - this is the Polish company of Dr. Irena Aris who made Now on to Israel
Ilana Stutland
05/09/2022
Monday, 05 September 2022, 10:47 Updated: Wednesday, 14 September 2022, 16:55
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Dr Irena Eris Wzgorza Dylewskie spa hotel (photo: Walla! system, Ilana Stutland)
Interesting brand
The impressive identity card of the Polish dermo-cosmetics brand speaks for itself.
The company has three brands: the first, considered a premium brand, bears the name of the founder;
The second is the dermo-cosmetic brand Pharmaceris;
and the third Lirene, considered a mass market.
Each brand has several different series and products, while the first brand that landed in Israel and is sold in the Super-Pharm chain is Pharmaceris.
"Our rationale for bringing the brand to Israel was to enter the field of dermo-cosmetics, one of the fastest growing fields in recent years in the pharma chains, which is even taking a bite out of the classic cosmetic products," says
Hazi Luzon, VP of Marketing of the company "Eitan Spekim"
, which imports paramedical products to Israel And now also the Polish brand.
"Looking ahead, we wanted to enter the field and were looking for a good, high-quality brand. About two years ago, during one of my visits to Poland, I entered dozens of pharmacies and pharma chains and did not see a place that did not sell the Pharmaceris brand - which has 13 product series for the treatment of specific skin problems, from sensitive skin to psoriasis , where all the products contain a combination of unique and innovative formulas, some of which are even registered as patents. We realized that there was an interesting brand here, we started researching it, we got materials, market shares, we consulted with Super Pharm. It took about two years to do all the registration processes in Israel, and now the brand has arrived to Israel".
"In the first stage, our strategy is to root the brand among the general public. In the second stage, we would like to introduce the brand to dermatologists."
Dr. Aris' Pharmaceris brand (photo: foreign public relations)
First two series
In the first phase, two series out of the 13 of the Pharmaceris dermo-cosmetic brand arrived in Israel: the A Allergicand Sensitive Skin series - for the care of sensitive and allergic skin (among the products: therapeutic serum, cleansing foam, micellar moisture solution, face cream with protection and face water), and H - Hair and scalp care - for hair and scalp for the treatment of dandruff, dryness and sensitivity (among the products: a soothing micellar shampoo that moisturizes a sensitive scalp, a concentrated shampoo for weak and thin hair that strengthens the body of the hair, and a therapeutic shampoo that helps balance the secretion of milk for a scalp suffering from seborrhea and prone to irritation).
Later, E series - for the treatment of dry skin, T - for the treatment and restoration of acne-prone skin, and N series for the treatment of redness and the appearance of capillaries on the face will also come to Israel.
Each series, by the way, is arranged according to alphabetic letters, with each letter indicating a different dermatological problem.
The price range of the company's products: NIS 99-129.
Shirley Boganim was chosen to represent the brand in Israel.
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Dr. Aris' factory in Poland (photo: Walla! system, Ilana Stutland)
The relinquishment of Russia and 40 years of tradition
In 2012, the Dr. Aris company joined The Comité Colbert, an organization in which dozens of luxury brands are incorporated. As mentioned, the company markets its products in many countries around the world, and now also in Israel.
Recently, following Russia's invasion of Ukraine, they decided to stop marketing to Russia and Belarus, Despite the fact that Russia accounted for a very significant share in terms of sales of the dermo-cosmetic brand.
Just before the products landed in Israel, I arrived in Poland, to Dr. Aris' factory, which is located in the city of Piaseczno, about 20 km from Warsaw, the capital, in order To get to know the 72-year-old woman, who next year will celebrate the 40th anniversary of her life's enterprise. In the huge factory where the entire process is carried out - from the production of the original formulas to the production of the product and its final packaging - we are very excited about the decision to enter the Israeli market.
By the way, Dr. Aris is not satisfied only with the products themselves. She owns a chain of cosmetics salons with 25 branches in Poland and also three luxurious, 5-star spa hotels, which bear her name and are located in pastoral places in Poland, far from the main cities, where, in addition to relaxation, guests also receive face and body treatments In one of the hotels we stayed in, Dr Irena Eris Wzgorza
Dylewskie
, located in the heart of a forest where only the chirping of birds can be heard in the background, fully implements Eris's motto: to look good, you need not only to take care of your face and body, but also to rest your soul.
The couple Henrik and Dr. Irena Aris (Photo: Ilana Stutland)
A meeting between a pharmacist and an engineer
"I am a pharmacist by profession, with a doctorate from a university in Berlin," says Aris during our meeting at the cosmetics factory.
"At the beginning of my career, I started working in a pharmaceutical factory in Warsaw. I wanted to do interesting things, to research, to invent. At that time, there was a lack of cosmetic products in stores. Together with my husband, Henrik, an engineer by profession, we opened a small laboratory and dreamed of producing creams designed for different types of skin."
Today, the division of roles between them is clear: Irena is responsible for the production, her husband for the money.
These days they are introducing their eldest son to the company.
"In the beginning, we didn't believe that we would develop like this," she says.
"We took a loan, opened a small 50 square meter laboratory that was relatively close to where the factory is today.
So we could only produce one cream.
The beginning was very difficult, we thought we would go bankrupt.
In a small Fiat car, my husband would put the creams and drive to sell them, mainly in small private shops.
It was hard to sell, because nobody knew the brand then.
If I had known 40 years ago where this would eventually develop, I would have been scared."
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Tags
Cultivation
cosmetics
Super Pharm
Poland
