Anna Pegova: a pioneer brand in cosmetology
was born in Russia in 1896; she left her country during the Revolution and
emigrated to France in 1920. As a friend of Helena Rubinstein, she became a
major industry initiator starting in the 1930's, with the boom in cosmetics.
Using the most noble raw materials, she discovered innovative ingredients
from which to design her cosmetics and then her beauty techniques.
She then decided to
explore the world, traveling to England, Canada, Argentina, Australia,
Brazil, etc. Fascinated by the New World, she would devote the end of her
life to working with plastic surgeons on breakthrough rejuvenation programs.
Some years later, the independent family group that had bought the brand from Anna Pegova's son had no available team to manage local development and it decided to stop all distribution in France to focus on Brazil, where it owns 40 shops / institutes of considerable size (200 to 1800 m˛). Today, the brand is active in Asia, South America and Russia. In order to develop in Europe, it is seeking a new foothold in France, its native land, by using extremely selective distribution based on the quality of points of sale and on the professionalism of their advisory teams.