lbr2

Mirror Mirror
6
don. After leaving L’Oréal, he
worked for four years in fashion
retail, where he was involved
in digital and social media.
But beauty continued to fascinate
him, especially because it
would allow him to combine his
creative talents with his business
skills. Gerlier: ‘I wanted
to launch something bearing
my personal vision.’ He finds it
odd that nothing new happens
in the world of makeup. ‘The
conservative world of beauty
doesn’t understand “creation”.
The marketing machine with
its meetings and its focus on results
is killing. But I’m sure the
situation will change within the
next three years, thanks to the
advent of new figures.’ In 2016
he sets his sights
on a beauty competition,
challenging
himself by submitting
makeup
based on a sustainable formula.
He calls the product La Fille en
Rouge and immediately wins
first prize. Among other things,
the award means that luxury
conglomerate LVMH will support
him with a strategy for his
start-up and help him with the
production, which takes place in
Cosmetic Valley – a region near
Chartres, about 90 km southwest
of Paris – a location with a
focus on beauty and the home of
LVMH’s research centre, Hélios,
where products are developed
for Dior. One of the first things
Gerlier does is to change the
nameLa Fille en Rouge becomes
La Bouche Rouge. ‘That really
stands for beauty: it’s edgy, simple
and direct.’ Gerlier tells the