Interviewed Dariga Masenova PREMIUM QUALITY, WIDE PALETTE OF SHADES, AFFORDABLE PRICES - THREE WHALES FOR WHICH ISADORA'S PHILOSOPHY IS RELEASED, RELEASING DECORATIVE COSMETICS. CHIEF EXECUTIVE DIRECTOR INGWAR VIGSTRAND AND SALES MANAGER ALEXANDER JOCHANSSEN DISCLOSED HIS SECRETS OF SUCCESS.
Imagine a non-sticky, stable and at the same time dense gloss. To a lover of bright and sexy lips, this will seem like a fairy tale, but for IsaDora such a product is one among a number of others, embodying high quality standards. Founded in 1983 by Invima AB, the Swedish brand represents a wide selection of mineral cosmetics.
In the hometown of IsaDora, in the city of Malmo, Eurovision has recently been held. Are you proud of it?
Of course, as well as the fact that we became one of the sponsors of the project. All the images that you could see on the screen were created by IsaDora makeup artists. Malmo, like thirty years ago, is the heart of our endeavors. Everything from ideas to finished products and their promotion comes from Malmö.
How did the name IsaDora appear?
I.V .: This is the fruit of sleepless nights and heated discussions in my kitchen in Malmö! The name is sonorous, translated from ancient Greek means "gift from God."
You have been promoting elite French cosmetics for a long time. What inspired you to create a Swedish brand?
IV: My colleague Ingrid Berndtson and I have extensive experience in the marketing of beauty products imported from countries traditionally dominant in this area, such as France, Italy, the USA and Germany. But we felt: something was missing in foreign cosmetics, did not like the use of fragrances and harmful preservatives, was indignant at the injustice of the pricing policy, because women of different incomes should have access to good, high-quality cosmetics. Everyone wants to have luxury products, right? In these matters - the source of the desire to create your own line.
How is IsaDora different from other brands?
I.V .: Firstly, these are the best ingredients today that are part of the product. It does not contain perfume, irritants, is safe for especially sensitive skin.
None of the elements of the composition has been tested on animals, as this contradicts our philosophy. 
Secondly, our technologies make it possible to create such revolutionary products as colorless mascara or one hundred percent mineral cosmetics.
What was the turning point in the history of the Swedish saga?
I.V .: The girls' favorites - lipsticks, nail polishes, eye shadow, eyeliners, blush and mascara - were brought to Swedish stores in November 1983. Norway became the first export market in 1984, then all of Scandinavia, and soon many countries began to purchase IsaDora products. Thus began the brand saga.
Now, you are finally in the Middle East region. How does the brand feel in the UAE market?
A. Y.: Great. We are represented by the distributor of Gulf Beauty International, a subsidiary of Paris Gallery Group, which has a prestigious portfolio and its own segment in the market for luxury goods. IsaDora has achieved great success in different parts of the world, but the UAE market is one of the key for us!
In which UAE stores is it possible to purchase IsaDora products?
A. Y.: It will be available at the Beautybay store in the Mirdif City Center, at the Boots pharmacy in the Mall of the Emirates, as well as at Marina Mall and LifeStyle stores in Abu Dhabi.
The IsaDora brand is called "color authority" because of the rich palette of colors you offer. What shades most impress you?
I.V.: We are glad that every season IsaDora brings bright colors to the lives of millions of women, and this summer is as saturated as ever with a rainbow of all kinds of colors! Personally, I really like the palette of pastel colors that are so suitable for a summer look and tanned skin.
Among the latest IsaDora products is Dynamic Lush Super Mascara. How does she work?
I.V.: IsaDora has two such products: mascara and concentrate for eyelash growth from the Dynamic Lash Growth series. With constant use, eyelashes lengthen by 169%, become "stronger", and the look is more expressive.
The basis of mascara and concentrate is a formula enriched with peptides and natural extracts that stimulate eyelash growth. The effect of the formula is clinically confirmed by ophthalmic control and does not give side effects.
A relatively new product on the market - a base for makeup, or BB cream - is incredibly successful. What is his secret?
I.V .: BB-cream is not just a makeup base, but a hybrid, a kind of “bridge” between decorative cosmetics and care products. It performs several functions at once: it prepares the skin for makeup, moisturizes, protects against free radicals and ultraviolet radiation.
The cream masks fine wrinkles and skin imperfections. Our series of BB creams has six different shades; its light texture allows you to create a natural make-up and does not clog pores. This new development underlies the image of naturalness (nude).
If you imagine IsaDora as a woman, what is she?
I.V .: Beautiful, spectacular and independent.
A. Y. And yet light, modern and energetic!
