{"id":3427,"date":"2025-11-06T15:43:06","date_gmt":"2025-11-06T20:43:06","guid":{"rendered":"https:\/\/www.aspasie.com\/?p=3427"},"modified":"2025-10-28T09:45:17","modified_gmt":"2025-10-28T13:45:17","slug":"behind-the-swatches","status":"publish","type":"post","link":"https:\/\/www.aspasie.com\/en\/behind-the-swatches\/","title":{"rendered":"Behind the swatches"},"content":{"rendered":"\t\t
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BIR – THE BEAUTY INDUSTRY REPORT <\/strong><\/p>

In June 2025, the leadiIng magazine amongst professional beauty manufacturer and distributor executives in North America, published an in-depth feature on Aspasie. We invite you to read the full article right here. <\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t

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How Aspasie combines art+science<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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Matching a color swatch is like creating a fine perfume or a vintage wine\u2014it takes skill, instinct and years of experience. When you own a professional hair color brand, placing a luxurious swatch book into colorists\u2019 hands tells your story with impact. So, where do you turn? <\/p>

With more than 50 years of delighting customers, Aspasie combines attention to detail, creativity, proximity, and the expertise of a passionate team. Renowned for its leading hair color marketing tools, including swatchbooks, rings, charts and promotional materials, Aspasie is a multi-generational female-founded and family-owned company that recently passed the torch to the next generation. Beauty Industry Report had the pleasure of meeting their team last year, and was intrigued with their vision and story. We are delighted to share our conversation with our readers. <\/p>

BIR: Welcome, Friends! Many of our readers know your work but might not know your story. Tell us about Aspasie\u2019s origins. <\/strong><\/p>

Nicole G\u00e9linas (chairperson & co-founder):<\/strong> Absolutely. Aspasie was founded in 1971 in St-Barnab\u00e9 Nord near Trois-Rivi\u00e8res in Qu\u00e9bec. Back then, it was rare to see women leading manufacturing businesses\u2014especially in beauty. <\/p>

My husband, Gaston, and I started the company with a passion for the hair salon industry and creating the best hair color marketing tools. Over the decades, the company evolved into a family legacy. Recently, we passed the reins to our sons\u2014Maxim, who is our CEO; Antoine, our general manager; and David, who focuses on other businesses. Their leadership allows me to focus on philanthropy, knowing the company is in strong hands. <\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

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\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\tNicole G\u00e9linas\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t<\/a>\n\t\t\t\t\t\t\t\n\t\t\t\t\t
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\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\tAntoine G\u00e9linas\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t<\/a>\n\t\t\t\t\t\t\t\n\t\t\t\t\t
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BIR: The name Aspasie is unique. Where does it come from? <\/strong><\/p>

Nicole<\/strong>: Aspasie was an influential intellectual woman in ancient Greece\u2014respected for her eloquence and boldness. I chose her name because she represented everything I wanted this company to be: brave, intelligent and visionary. That same spirit still defines us today. <\/p>

BIR: Your products are used by some of the most-respected brands in professional hair color\u2014how did that come about? <\/strong><\/p>

Maxim G\u00e9linas<\/strong>: We\u2019ve always been laser-focused on quality, customization and customer experience. Over the years, we\u2019ve worked with brands like Wella, Goldwell, Aveda, Pravana, Matrix, John Paul Mitchell Systems, Joico, L\u2019Or\u00e9al Professionnel, Aloxxi, Sally Beauty and many more. <\/p>

Whether it\u2019s a global launch, a brand refresh or a promotional campaign, our goal is always to deliver color tools\u2014swatchbooks, rings, charts, promotional materials\u2014that truly represent the artistry and the uniqueness of the brand and that are well adapted to the point-of-sale needs.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

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Paul Mitchell: Aspasie produces all the marketing tools a brand needs to market its hair color - featured: Paul Mitchell Color XG Binder Swatchbook.<\/figcaption>\n\t\t\t\t\t\t\t\t\t\t<\/figure>\n\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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BIR: You manufacture everything in-house?<\/strong><\/p>

Antoine<\/strong>: Yes, our entire operation\u2014from design to final assembly\u2014happens under one roof in Trois-Rivi\u00e8res. That gives us total control over quality and timelines. It also means our clients get to work with a real team, not a supply chain. From client services, to design, hair swatch color matching, prototyping, printing, production, assembly and shipping, we do it all in-house. <\/p>

Sometimes we enlist the help of our sister companies: Concept POS, when a merchandising system unit is needed, or Aspasie IML, when plastic injection molding and printing are requested. Our factory and warehouse employees work four-day weeks, which not only boosts productivity but gives them time to recharge and enjoy family life. That balance is really important to us. <\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t

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The Strawberry Leopard Swatch Ring helps customers select shades at Sally Beauty Stores.<\/figcaption>\n\t\t\t\t\t\t\t\t\t\t<\/figure>\n\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t
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BIR: You emphasize collaboration and innovation. What\u2019s new on that front? <\/strong><\/p>

Antoine<\/strong>: We\u2019ve launched a research initiative focused on how swatchbooks are used in real salon environments, from client consultation to formulation. The findings will help us identify opportunities for new tools that better support colorists. We\u2019re inviting stylists, educators and brand teams worldwide to provide feedback at: https:\/\/bit.ly\/4l83u0Z<\/a> <\/p>

BIR: Are clients invited to visit your facility?<\/strong><\/p>

Maxim<\/strong>: Definitely. There’s something magical about experiencing hands-on how a swatchbook comes to life, from an extremely thin, colorless hair strand to a custom hair swatch, to the design, printing and assembly process. They get to see and touch it all. We regularly host brand discovery days in Trois-Rivi\u00e8res. Seeing the process firsthand helps marketing and education teams better understand how to co-create impactful tools. <\/p>

We have another discovery concept where we take the workshop directly to the brands\u2019 offices. It\u2019s still very immersive and practical, but without the production floor experience.<\/p>

BIR: Every hair color brand wants to stand out\u2014how do you help them do that? <\/strong><\/p>

Antoine<\/strong>: At Aspasie, we don\u2019t offer one-size-fits-all solutions. As manufacturers, we\u2019re always focused on making this highly customized process as lean and efficient as possible\u2014because custom shouldn\u2019t mean complicated. Each swatchbook is custom designed from the ground up to reflect the brand\u2019s identity, commercial objectives and creative vision. We help our clients imagine and bring to life the exact tools they need, whether it\u2019s a hardcover book, a fan deck, a swatch ring, a binder, a wall chart or a unique promotional piece. <\/p>

BIR: What\u2019s involved in bringing a custom swatchbook to life?<\/strong><\/p>

Maxim<\/strong>: It starts with collaboration. Our team takes time to understand the brand\u2019s needs, budget and visual direction. We create prototypes early in the process, so clients can see and touch what the final result might look like. Once the format is chosen, we dive into swatch design\u2014which is incredibly precise work. Hair strands are matched for color, texture, shine, density, and even translucency or opaqueness. A single swatch might contain over 1,000 individual fiber strands! <\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

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Shelf talkers, header swatches and swatchbook by Aspasie launched in Spring 2025 for Luc Vincent Hair Color.<\/figcaption>\n\t\t\t\t\t\t\t\t\t\t<\/figure>\n\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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BIR: That\u2019s impressive. How customizable can a swatch be?<\/strong><\/p>

Antoine<\/strong>: The possibilities are nearly limitless. Over the years, we\u2019ve produced hundreds of thousands of custom shades, and we\u2019re always adding more. Swatches can range in length from 2 cm to 30 cm. And the format? You can go with brooms, loops in petal or swirl shapes, even arches or waterfalls. We also offer removable swatches attached with snaps, Velcro or magnets\u2014whatever helps the brand tell its story best. <\/p>

BIR: Color matching sounds like both an art and a science. How do you get it right?<\/strong><\/p>

Antoine<\/strong>: It\u2019s exactly that. Matching a color swatch is like creating a fine perfume or a vintage wine\u2014it takes skill, instinct and years of experience. We have dedicated team members we affectionately call The Eyes\u2014experts who see color the way a perfumer detects notes or a sommelier evaluates balance. Machines support us, but the human eye is our most powerful tool. <\/p>

BIR: Sounds like a blend of passion and precision.<\/strong><\/p>

Maxim<\/strong>: Absolutely. That\u2019s what sets us apart\u2014and what keeps clients coming back for decades. We co-create with each brand, involving marketing, education and color teams at every step. It\u2019s a collaborative, inspired process\u2014and it\u2019s uniquely Aspasie. <\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

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Sustainability in every strand<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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BIR: Aspasie is known for its craftsmanship, but your sustainability practices are just as impressive. How do you walk the talk? <\/strong><\/p>

Maxim<\/strong>: For us, sustainability isn\u2019t a department\u2014it\u2019s a mindset that\u2019s integrated into every step of our production. It starts with our facility itself, which operates on 100% hydroelectric power. In Qu\u00e9bec, we\u2019re fortunate to have access to clean, renewable energy that significantly reduces our carbon footprint compared to fossil fuels or even solar alternatives in some climates. <\/p>

Antoine<\/strong>: It\u2019s built into our DNA. We maintain strong ESG practices across our operation. Our production process uses minimal water, and what little we do use is filtered and returned clean to the municipal system. We also print exclusively on FSC-certified paper. Our color tools are built to withstand repeated use in salons, maintaining their look and accuracy over time. Less wear, less replacement\u2014making them a more sustainable choice. We believe that an eco-friendly product is one that lasts. <\/p>

BIR: You also hold an EcoVadis Bronze certification. What does that recognize? <\/strong><\/p>

Antoine<\/strong>: EcoVadis is a globally respected sustainability assessment platform. The Bronze rating places us in the top tier of companies working seriously toward sustainable and ethical business practices. It assesses four key pillars: environment, labor & human rights, ethics and sustainable procurement. It\u2019s not just about how green we are\u2014it\u2019s also about how we treat people, source materials and govern ourselves responsibly. <\/p>

BIR: Speaking of sourcing\u2014tell us about some initiatives in responsible sourcing<\/strong><\/p>

Antoine<\/strong>: We\u2019re very selective. Much of our swatchbook paper is imported from Sweden, which is known for its high environmental standards and exceptional paper quality. All our paper is FSC-certified. We also offer recycled paper options, and we print everything in-house to reduce transportation and energy use. <\/p>

BIR: And what about waste reduction in your actual products?<\/strong><\/p>

Maxim<\/strong>: It\u2019s a huge focus. Every part of a swatchbook, down to the smallest button or tab, is an opportunity to improve. We\u2019ve implemented recycling systems throughout our factory, and we\u2019ve redesigned components to minimize plastic. For example, the snap buttons used to hold swatches are made from repurposed plastic. Even the nylon fibers we use to create hair strands are often diverted from waste streams. <\/p>

BIR: That\u2019s a powerful combination\u2014precision manufacturing and deep environmental care.<\/strong><\/p>

Antoine<\/strong>: That\u2019s exactly it. We believe a beautiful product should also be a responsible one. As a manufacturer, we take that responsibility very seriously. <\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

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Aspasie\u2019s human side<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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Aspasie prints their Swatch Books sustainably in house in Canada<\/figcaption>\n\t\t\t\t\t\t\t\t\t\t<\/figure>\n\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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BIR: Tell us how your tools come to life.<\/strong><\/p>

Antoine<\/strong>: At our Trois-Rivi\u00e8res facility, over 120 team members work across design, hair swatch creation, printing, molding, assembly and shipping. Then, during peak periods, our family grows. <\/p>

We\u2019re supported by a large network of project-based and temporary workers who come on-site to help us meet demand. And just like in haute couture, we have our own petites mains\u2014our little hands\u2014working from home. These include stay-at-home parents, people with limited mobility, neurodivergent individuals, retirees and those looking to supplement their income or simply contribute to something meaningful. <\/p>

Some of those hands have been with us since the beginning. Their dedication, flexibility and finesse are woven into every swatchbook we send out into the world. And alongside them, a new generation is rising\u2014passionate, skilled and ready to carry the craft forward. <\/p>

BIR: Let\u2019s talk about your sales and development team. Who are the faces behind your partnerships? <\/strong><\/p>

Maxim<\/strong>: We\u2019re proud of our team. Our front line includes:
Solenn B\u00fcttner, Senior Sales Account Manager
Katherine Dubuc, Sales Account Manager
Martin Diamond, Operations Manager
Karine Larouche, Continuous Process Improvement Lead
Patrick No\u00ebl, Studio Creative Director
Alain Audet, Strategic Consultant (Solnyx Consultants)
Together, we embody our spirit of excellence and collaboration that represent the Aspasie values. <\/p>

BIR: With global economic pressures and shifting trade policies, how does Aspasie maintain stability?<\/strong><\/p>

Maxim<\/strong>: Our Canadian roots are a strategic advantage. Thanks to the Canada-United States-Mexico Agreement (CUSMA), our products move tariff-free across North America. We produce more than 95% of our components locally, use renewable power and keep supply chains short. That means pricing is stable and our lead times are protected\u2014even when global markets are in flux.

For any brands looking to relocate part or all of their swatchbook production, we are happy to explore how we can support you with quality, cost-efficient, North American-made solutions. And while we\u2019re proudly North American, we ship swatchbooks across the globe\u2014to Europe, Asia-Pacific, Mexico and Latin America. <\/p>

BIR: Any final thoughts?<\/strong><\/p>

Antoine<\/strong>: After more than five decades, we\u2019re just as passionate as day one. Whether you\u2019re launching a new line or reinventing a classic, we will help you bring your colors to life\u2014beautifully, responsibly and with heart. <\/p>

For more information, contact Maxim G\u00e9linas at maxim@aspasie.com.<\/a><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<\/div>\n\t\t","protected":false},"excerpt":{"rendered":"

BIR – THE BEAUTY INDUSTRY REPORT In June 2025, the leadiIng magazine amongst professional beauty manufacturer and distributor executives in North America, published an in-depth feature on Aspasie. We invite you to read the full article right here. 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