Management Sponsored by
GCI: What was the creative process involved in formulating the Privé product line, from concept to the shelf?
Laurent Dufourg: I started the Privé line about eight years ago; [it] was a team effort with my team at the time in the first L.A. salon on trendy Melrose, inspired by [my] childhood memory of apothecary in France in Biarritz where ingredients, potions and smells where combined.... I designed my logo in my kitchen.
GCI: How do your products fill a need in the industry?
Laurent Dufourg: Since I still work every day behind the chair or for celebrities, I know what is needed, and I also was tired of carrying two or three bags of products on every fashion shoot. So I admit for selfish reasons I developed and edited a line that works alone or [by] mixing products with one another to change benefits and effects…. [This line is] more efficient and lighter to carry.