Page 66 - Monaco Economy 128

ECONOMY

ASEPTA: A 3-Generation Family Success Story Spanning 8

Decades Interwoven with "Made in Monaco" by Cess Camatte

The genesis of Laboratoires ASEPTA is closely linked to the Principality of Monaco and its casino.
Here's a look back at one of Fontvieille's oldest industries, which grew from "toothpaste for feet",
the former marketing slogan of the Akileïne brand, to become the "Number 1 in podiatry in France",
and is now sold in over 65 countries. A family success story which celebrates its 80th birthday in
2023.

a sluggish economic climate.
A natural division of roles took place between
the two men at the outset. Paul Lacroix, a
graduate from HEC Business School, a good
salesman and a born entrepreneur, took over
the management of Aspeta, with his friend
Henri Mas in charge of the financial side. The
first generation laid the foundations for the ethic
of free and independent management, which
has been maintained over the generations.
Paul Lacroix's vision has always been clear:
"We work as a family, we remain independent,
and we provide and sustain employment in
Monaco".
In the end, Aspeta made the most of the
"Glorious Thirty" economic boom to diversify
its products under the Akileïne brand, whilst
building its reputation in ‘modern’ chiropody. It
should be remembered that the state diploma
for chiropodists was not recognised until 1947.
The company introduced Hand care in 1952
with the launch of a new brand, Vita Citral.
This momentum for expansion was followed
in 1972 by the arrival of Ecrinal, a skin care
specialist and the current leader in eyelash
and nail care sold in pharmacies, followed by
© ASEPTA the Coup d'Éclat brand in 1978 for facial care,
which today is still a benchmark in beauty care
with its revolutionary lifting ampoule!
Paul Lacroix, Fondateur et PDG des Laboratoires ASEPTA de 1943 à 2002
Paul Lacroix, Founder and CEO of Laboratoires ASEPTA from 1943 to 2002 The 1980s marked an important stage in
Asepta's international expansion, with the
A long and productive history... Mas, a childhood friend and major financier, company setting up operations in Europe,
Laboratoires Asepta, manufacturers of dermo- to launch the Akileïne brand, which at the time the United States, Canada and North Africa,
cosmetics, was founded in 1943 to meet an offered just one product: a cream to relieve backed up by more than 60 distributors
unprecedented demand: croupiers and other overheated feet. Enthusiastically adopted by all abroad, taking its reputation far beyond the
employees of Monaco Casinos who were staff at the Monte-Carlo Casino, the foundation Principality's borders. The reputation of
standing for hours on end and suffering stone for success was laid! Asepta's products became widespread which
from foot pain wanted a remedy to help However, in the aftermath of the Second World meant that the Monaco Laboratory could
them. Pharmacist Henri Adam developed a War, comfort products became secondary. Paul access even relatively untapped markets such
cream based on soothing plants to relieve Lacroix and Henri Mas were tenacious and as those in Asia.
inflammation of their feet. gradually succeeded in selling to pharmacies
Paul Lacroix, a friend of Mr Adam, decided on the Côte d'Azur, and then others in Paris Handing over and new objectives
to found Laboratoires Asepta to market and Strasbourg. Although not categorised as a The early 1990s were a turning point for the
the cream developed by the Monegasque primary need, they finally succeeded in creating company. The second-generation management
pharmacist. They were later joined by Henri a demand for this unusual leisure product in team combined with a new marketing concept

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