On the banks of the Saint-Martin canal, the place is discreet from the outside, warm inside.
In a designer decor of wooden pallets, there are colorful products that make you want to take care of yourself.
This new initiative created by Emmaüs Solidarité in partnership with the L'Oréal foundation opened its doors on September 13, in the 10th arrondissement of Paris.
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From creams to shampoos, from make-up to eau de parfum… Here, men and women accompanied by social actors can access the main hygiene and beauty products, take advantage of the hairdressing salon or perform cosmetic treatments for free.
It is a real rapprochement between two worlds
”, as Bruno Morel, managing director of Emmaüs Solidarité, puts it. That of the most fragile, protected by the historical association of Abbé Pierre and that of a world champion in cosmetics like L'Oréal. Located below an accommodation center, the solidarity boutique has kept the Emmaüs spirit, with reclaimed furniture, combined with the comfortable aesthetics of a beauty salon. "
More than a shop
it is first and foremost a space of well-being and self-esteem for people in precarious situations
", insists the director of the association.
“The more the person has been the victim of exclusion, the more the body will keep traces of it.
We must help them to reclaim it ”.
Bruno Morel, Managing Director of Emmaüs Solidarité.
These are people who have known the streets, precariousness and social exclusion. In Paris, they are nearly 5,000 per day to be welcomed or lodged in the structures of the association. In this intimate space, we are received alone for a privileged moment on the prescription of a social worker and a system of "
". Each voucher allows you to collect three products or access treatment. The idea is to make the store a place of exchange and sharing in support of the efforts of the most vulnerable. For Bruno Morel, “the
more the person has been the victim of exclusion, the more the body will keep traces of it.
We must help them to reclaim it
”. This individual care also makes it possible to address health issues that are sometimes difficult to verbalize.
The solidarity shop provides access to hygiene and beauty products, the services of a hairdresser and a beautician, by appointment.
"Find the choice"
Here, each beneficiary is received by a pair of Emmaus employees and L'Oréal France volunteers.
Pre-opened in July, the solidarity shop in full experimentation has already welcomed 164 people, almost as many men as women, enthuses the association.
Already on the strength of ten years of partnership with L'Oréal in workshops and socio-aesthetic support, Emmaüs Solidarité has the idea of opening other stores like this one and providing access to them. 'other members of other associations.
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For the CEO, this new concept works.
We worked a lot on the aesthetics of the store but also on busy shelves with a variety of products,
” he explains.
Because beyond the physical well-being, self-esteem is also found in the pleasure "
of finding the choice