After 27 years with Elemis, what do you feel has contributed to the company’s enduring success?
When we launched in 1990, we introduced a big concept into the market. Skincare back then was mostly seen as topical, with moisturisers being the primary products.
We introduced Elemis as a whole lifestyle concept, educating consumers on how they could change the look and health of their skin through the right skincare regime and lifestyle. We’ve always been committed to skincare education – for both therapists and customers – and we’ve never wavered from that concept. We’ve just opened our new ‘Academy of Excellence’ in London, offering structured training, where therapists learn to be both lifestyle advisers and business people. It’s a place where they learn an in-depth understanding of skin and skincare, and leave having totally fallen in love with the brand.
How important is science to Elemis?
We set out to create a brand where the science of nature meets the science of the skin. We invest heavily in clinical trials, not just focus groups. We push the boundaries of innovation to get the best clinical results, so we’re totally confident each product and treatment does exactly what it’s proven to. In 2014, we launched eight Biotec Facials – a fusion of touch and technology using high-potency actives. The 5-in-1 technologies work in perfect synergy with the skin’s natural bio-electric field for instantly visible results.
In 2016, we launched our most significant skincare range since Pro-Collagen – the Biotec Energising Skincare System – a highly active, clinically-proven formula to give skin cells a kick-start. It’s one of our best-selling skincare ranges, and has received multiple industry awards. Our product innovations are being driven by consumers’ ever-changing needs and skincare demands, and we’re continuing to push the boundaries with our premium formulations and textures.
Where do you source your ingredients?
We’re a British company that sources extracts from all over the world. Our amazing seaweed, Padina Pavonica, found across our Pro-Collagen line, is harvested for us off the south coast of France. It’s a unique Mediterranean algae with outstanding anti-ageing benefits – it’s unicellular, which means it closely resembles the structure of the skin. We have a lot of ingredients grown exclusively for us; for example, Night Scented Stock, found in our newest formula out later this year, which is grown for us by farmers on the east coast of England.
Your new range is Life Elixirs. What’s the philosophy behind the products?
Our new Life Elixirs are a modern take on aromatherapy. The five Life Elixir blends are designed to create both an emotional and a physical response. They harness the power of natural aromatics –
a concept that lies at the heart of Elemis, and has done since we first launched the company 27 years ago.
Most people don’t make the connection between skin health and the breath and a good night’s sleep. The olfactory system is connected to every hormonal pathway in our body. Life Elixirs is designed to work in synchronicity with this, delivering a direct effect on our emotions, breathing and sleep patterns, and of course the body’s largest organ: the skin.
Tell us more
about Life Elixirs
These very complex aromatic formulations have taken five years to develop. Technically they’re very sophisticated formulations with up to 19 essential oils, and each blend has up to four base oils. The range consists of perfume oils to put on your wrists, temples or behind your ears; bath and shower elixirs that disperse into beautiful milks you can soak in; and candles that allow you to inhale the aromatic benefits all around your home or office.
‘Fortitude’ is a powerful formula containing ylang ylang, cedarwood and geranium to encourage confidence. ‘Clarity’ is about clear thinking – with notes of bitter orange, warming ginger and cardamom. ‘Embrace’ embodies romance with notes of frankincense, rose and vetiver. ‘Calm’ has clary sage to encourage serenity, while lavandin works to relax and soothe. ‘Sleep’ contains patchouli and palmarose, which helps prepare the body for a good night’s sleep.Alongside the retail launch, we’re also starting to introduce Life Elixirs into our treatments. What clients experience at the beginning of a treatment can truly shape their whole Elemis experience.
What skincare trends are emerging?
Consumer behaviour is changing. One of the key drivers is that the ‘mature Millennial’ is time-poor, and demands products and treatments that deliver immediate skin health and radiance. We know we should be eating better to ensure our skin functions at an optimal level, but it’s not always possible.
To feed the skin, our Superfood Facial Oil delivers an easily absorbed formulation of vitamins, minerals and omegas to the skin for natural radiance and luminosity. At spas, our Superfood Pro-Radiance Facial gives a nutritional boost – rich in superfoods, minerals and trace elements to leave the skin glowing with health. Available as a one-hour or 30-minute treatment for maximum results in minimum time. As spas adapt to this time-poor trend, increasingly we’re seeing express areas in spas and resorts.
Mindfulness and ‘me time’ have become become more prominent pursuits. People often perceive meditation as too difficult, but are learning to approach everyday life in a more conscious way by taking short bursts of time out on a daily basis. People really need help with this, and spas can play a role in educating clients on how to recreate wellness at home. Elemis Life Elixirs is designed to support you on this journey whenever you need to take a moment to stop, breathe and ‘tune in to you.’
What else is in the pipeline?
In July, we’ll launch our Peptide4 Night Recovery Cream-Oil – a ground-breaking formula designed to support the skin’s natural night-time circadian rhythm of repair and renewal. Skin appears fresher and more hydrated when you wake. We call it ‘beauty sleep in a bottle,’ so watch this space!
