“Our expertise is trusted, and it’s important to us that our marketing and communication is responsible. We don’t make empty promises, and if necessary, we refer the customer to treatment by, for example, a dermatologist or other external professional. We communicate transparently about the obstacles and possible disadvantages of the treatments. We publish a lot of work sample photos with the customers’ permission, and we never leave photos not published, for example, because of gender, age or skin color.
As the mother of an 8-year-old girl, I feel that as a leading brand in the domestic beauty industry, we also have a great responsibility in building the image of women and concepts of beauty, for example. It is important for us to bring out diverse beauty and try to reduce the pressure on appearance. Everyone should have the right to express their own identity in a way that feels good to them.”