Interview with Ms. Noella Gabriel, Global President of ELEMIS and
Mr. Sean Harrington, Co-Founder and CEO of ELEMIS
With a focus on skin, body and mind health, combining top patented technology, nature’s rare ingredients and a delightful sensory experience, British luxury skincare brand ELEMIS entered China in 2020. In addition to partnering with Sephora China, the brand has also opened its own concept stores in Shanghai and Nanjing to provide an immersive experience. Moreover, ELEMIS has recently launched a new product in line with Chinese consumers’ skincare trends. SpaChina interviewed Ms. Noella Gabriel, Global President of ELEMIS and Mr. Sean Harrington, Co-Founder and CEO of ELEMIS to share with us the story of ELEMIS and the brand’s development plans in China.
Please introduce ELEMIS to us, including its founding story and brand philosophy.
Noella Gabriel: British skincare brand, ELEMIS, was founded in London over 30 years ago, with a vision to create a skincare range as close to nature as possible. A skin wellness brand with an aromatherapist’s soul, an artist’s spirit, and a scientist’s commitment to results, ELEMIS is now a global success story, with ‘truth in beauty’ at the heart of our brand. We are passionate about taking care of our client’s skin, with our focus on delivering proven results with feel-good skincare; products combined with cutting-edge patented technology. Our award-winning skincare portfolio includes face and body skincare products with revolutionary formulas, spa treatments, supplements and more.
What are the main characters and strong points of ELEMIS products?
Noella Gabriel: ELEMIS products are created with our customer in mind. We strive to create products that people need. Rather than following the trends, we set them. We are proud to be a British brand and all our products are made in the UK using best in class ingredients that are sustainably sourced and formulations that stem from science.
Who are the target group and fans of ELEMIS?
Noella Gabriel: ELEMIS is a brand that has been created for all consumers in mind and our customers vary in age, ethnicity and gender and so we aim to create a range that is suitable for all skin types, textures and tones.
When did ELEMIS enter China? Could you briefly share with us your business strategy and development plan in Chinese market?
Sean Harrington: ELEMIS entered China in 2020 and developed a successful retail partnership with Sephora China. Last October, we opened free-standing ELEMIS stores in Shanghai, followed by additional locations in Nanjing Deji, for brand immersive experiences. Recently, ELEMIS flagship store was launched on Tmall.
ELEMIS will continue to promote its “Truth in Beauty” philosophy to Chinese consumers and develop products that meet the skincare needs in the modern time and cater to the requirements for highly personalized solutions among the younger generation. Meanwhile, we will continue to choose the right partners so that we can keep our sustainable and healthy development in China. In addition, we will integrate online and offline, optimize our own channels and expand into new channels (such as luxury hotels and spas) to realize an omni-channel development.
What skincare trends do you see among the younger generation in China? How will ELEMIS meet their special demands?
Noella Gabriel: There are a number of trends we are seeing in China and as a brand, we like to ensure we meet the needs of our customers across the globe. In China, the younger generation is using more oils to moisturise and nourish the skin and because of that, we have seen an increase in people purchasing our Pro-Collagen Marine Oil. Another trend is that our younger customers are using cleansers in new and interesting ways to create more of a sensorial experience and to massage the skin. Lastly, customers are seeking products specifically for sensitive skin, without fragrance, and so we are looking to launch the new Pro-Collagen Naked Cleansing Balm – which has all of the benefits of the original Pro-Collagen Cleansing Balm, but without any of the aromatics.
Where can we buy or experience ELEMIS products in China?
Sean Harrington: In China, ELEMIS products can be found at Sephora China, ELEMIS flagship stores in Shanghai and Nanjing, TMall and Hainan duty free locations.