cannes_2025_TUESDAY_ISSUE_DIGITAL

Serge Louis Alvarez – SLA Paris brings bold beauty innovation to Cannes S erge Louis Alvarez – SLA Paris is exhibiting at TFWA World Exhibition & Conference with a goal to bring a fresh breeze to the world of travel retail and cosmetics. “For more than 30 years, we have upheld a strong conviction: the future of beauty belongs to those who dare to innovate, while celebrating French excellence,” said Serge Louis Alvarez, Founder of Groupe Serge Louis Alvarez. “We design and manufacture all our formulas in our own laboratory in France, which ensures both independence and strong creative power. We combine creativity with modern formulations, integrating ‘clean’ solutions, and in some cases certified organic. Our ambition is to present our innovative brands through a unique customer experience, and to build connections with visionary partners seeking distinctive concepts. Concepts designed to captivate discerning consumers, generate store traffic, foster loyalty, and deliver real value to retail points of sale.” Alvarez highlights two major French innovations are being presented that aim to redefine the future of beauty: • Anyskin – a new approach to skincare that breaks away from fixed routines. Powered by microbiome science and intelligent diagnosis, it offers a treatment that adapts to the living rhythm of the skin. A scientific, sensorial, and above all ultra-realistic solution to meet needs in real time. • Anytone – the first foundation concept in total alignment with consumer needs. “Our specialisation and ambition are clear: to become the reference for the perfect complexion,” said Alvarez. “A shade adjusted to every skin tone, controlled coverage, and rich formulas adapted to the quality of each skin.” The Anytone Labstation – an intelligent station dedicated to complexion – creates a perfectly matched foundation in just minutes, with infinite precision. “More than a technological feat, it is a direct response to retail challenges: zero overstock, fewer unsold items, immersive experience, and immediate customer loyalty,” Alvarez explained. “A true traffic driver, it creates strong and measurable repeat purchases.” Finally, SLA Paris, the eponymous brand founded by Serge Louis Alvarez and the historic professional makeup house, is unveiling a repositioning that is more inclusive and accessible, without losing any of its studio DNA or professional expertise. “These innovations embody our ability to deliver disruptive, technological, and desirable solutions,” Alvarez shared. Serge Louis Alvarez – SLA Paris values the international reach of TFWA World Exhibition & Conference, the quality of the exchanges, and the opportunity to test innovations against real market expectations. “TFWA is a unique platformwhere we can present our innovations and share a new vision of beauty. We believe in the power of encounters with prestigious, passionate, and visionary partners.” RivieraVillageRD7 Tuesday 30 September 2025 40 T F W A D A I L Y