Key information
Naos Group founded in 1977
3 brands = Bioderma, Esthederm, État Pur
An innovative approach: ecobiology
Creation of eco-designed packaging
Etat Pur
Just What Your Skin Needs
Nothing more, nothing less. État Pur is a brand created by Jean-Noël Thorel, founder of Naos (Bioderma, Esthederm, and État Pur). A committed and transparent brand, with uncompromising convictions—proudly stated and fully embraced. The mission of Saguez & Partners? To redesign the brand État Pur and its products to reveal its spirit and uniqueness in a highly competitive market.
Who is Naos?
A pharmacist and biologist founder: Jean-Noël Thorel, a liberator of a generation and passionate about life sciences.
A unique and innovative approach: Naos, with its skin ecobiology philosophy, considers the skin as an ecosystem.
Three brands: Bioderma, Esthederm, and État Pur.
Strategic Phase: Saguez & Partners began by immersing itself in the brand’s story, conducting a deep analysis of its language and identity. This included redefining État Pur’s position within the Naos ecosystem.
Creative Phase: The agency then developed a complete rebranding of État Pur, creating a new graphic universe and deploying it through innovative, eco-responsible, and engaging packaging.
Epsilon as a Symbol
The agency chose the Greek letter Epsilon, “ε”, the fifth letter of the Greek alphabet, for its meaning: essential, enlightening, balanced, and pure.
Eco-Designed Packaging
Saguez & Partners also designed refillable pouches made from ecological materials combining algae and reusable aluminum spouts. A smart, compact packaging solution ideal for shipping and easy storage at home or
