Home' Spa and Clinic : Volume 63 October 2015 Contents GLOBAL NEWS
WHEN YOU CELEBR ATE your silver
anniversary, it can be a time to reassess
and either break up -- or decide
to go for gold.
The latter was the decision of the
team behind Elemis as the iconic brand
celebrated its 25th birthday in 2015, with
a tres chic new logo, mantra (Defined By
Nature, Led By Science) and packaging,
new products and -- piece de resistance of
the milestone celebrations - the opening of
the brand's new epicentre, House of Elemis.
The five-storey townhouse in London's
elite Mayfair not only represents where
Elemis is headed for the next five years and
beyond but where the aesthetics industry
as a whole is -- or should be, anyway,
according to president Sean Harrington.
Sean, who founded the brand in 1990
with director of product and treatment
development Noelle Gabriel, and chief
marketing officer Oriele Frank, dropped in
on Sydney at the end of September (Australia
being the 15th country he had visited thus
far) on his mission to spread the word.
The concept is about delivering an
extraordinary holistic customer experience,
not just performing a treatment and/or
selling products, Sean told SPA+CLINIC.
This, in turn, will drive your salon, spa
or clinic to greater levels of excellence in
terms of client outcomes and satisfaction
-- which also means more repeat business,
referrals and retail sales. Ching ching.
"The House of Elemis is a
couture beauty house for people
who are serious about looking
after their skin and themselves,"
says Sean. "It's where spa meets
science meets skin, from The
Penthouse to The Speed Spa to the
seductive retailing area.
"Elemis therapists make it
personal. They look. They listen. They
perform transformative treatments,
personalised to respond to the ever-
evolving rhythm of a client's life and the
ever- changing nature of their skin.
"The Speed Bar is a great example
of our evolution and of greater business
opportunities for salons, spas and clinics.
"People these days are busy and time-
poor. So we're offering express treatments
of between 15-30 minutes, whether it be a
mini-facial, waxing, having a mani or pedi
... the list goes on.
"It caters to busy schedules but in the
process the client also starts to relax and
feel better. Being half or less the time of
full treatments they are half the price, too.
This has been a hugely successful strategy
as we are getting pretty much double the
number of clients and more referrals.
"We also sell in blocks of six with one
treatment free. We find, for instance,
that on evenings later in the week, when
people tend to socialise after work more,
a group of colleagues or friends will often
come in together to have express
treatments/pick-me-ups before they
hit the town.
At the other end of the scale,
there is the The Penthouse.
"It's the ultimate couture
experience that embodies our
ethos of excellence," says Sean. "It's
a private oasis of opulence where
simplicity meets modernity. This marks a
new era in Elemis luxury."
Complete with a private entrance, it has
become a haven of celebrities, socialites
and powerful peeps. Sean was concerned
that prices would be offputting but it has
transpired to be quite the opposite.
There are further Houses of Elemis up
and running, or being planned, around the
world, including Australia.
On the skincare technology side, a
marine farm off the coast of Malta, where
a particular algae is cultivated, has been
added to the "source pot" of the best of
"English country garden" ingredients.
Elemis boasts more than 20 beauty
awards, is sold in more than 60 countries
and has, on average, 6.5 million spa clients
each year. A jar of its hero product, Pro-
Collagen Marine, is sold every 10 seconds
around the world.
British botanical (and now also marine-based) luxury skincare brand
Elemis takes it to a spectacular new level
The five-storey House of Elemis in London's elite Mayfair
The Penthouse has become a hub of
celebrities, socialites and power peeps
How could you not want to buy
something from this retailing space?!
40 | SPA+CLINIC
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