ELEMIS: PRO-COLLAGEN SUCCESS STORY

The Pro-Collagen success story

To mark milestones for ELEMIS Pro-Collagen Marine Cream and Pro-Collagen Cleansing Balm, global president and co-founder Noella Gabriel discusses the importance of spa skincare

Next year is set to be a celebratory one for ELEMIS as it marks the anniversaries of two iconic products from its Pro-Collagen range.

Twenty years on from the launch of Pro-Collagen Marine Cream, one unit of the instantly recognisable hero product is now sold every 15 seconds around the world. In addition, 2023 will be a decade since the launch of ELEMIS’s Pro-Collagen Cleansing Balm, which has become an icon with its own mini franchise of varieties. As the main entry point to the brand for most customers, one of these balms is sold every 13 seconds internationally.

An innovative formulation

First launched in 2003 after going through 52 formulations and two “To break into the anti-ageing skincare market we needed something disruptive and bold.”

clinical trials, Pro-Collagen Marine Cream established ELEMIS as a truly results-driven, anti-ageing skincare brand. “We were adamant that this was our opportunity to break into the anti-ageing sector seriously,” explains Noella Gabriel, global president and co-founder of ELEMIS. “And to do it, we needed to have something a bit disruptive, a bit bold.”

Noella Gabriel Global president and co-founder, ELEMIS

The new product featured a gel-cream texture with a delicate rose and mimosa aromatic, at a time when heavy, rich anti-ageing creams were the only option for older skin. Its silky, satin finish layers beautifully under makeup, and is popular in every ELEMIS market.

The launch saw ELEMIS embrace the potent benefits of seaweed for the skin. Formulated with a range of algae,

ELEMIS was one of the first companies to discover and introduce clients to the unique hydrating properties and antioxidant benefits of padina pavonica. The formula also features chlorella vulgaris, a single-celled freshwater green micro-algae, known to boost the skin’s luminosity and counteract the visible signs of ageing.

Driven by results A beautiful product must deliver results and independent trials are vital for a brand to communicate the efficacy to consumers. “We felt that if we were going to break into the sector, we’d like to bring with it some serious clinical evidence,” says Gabriel. “And that was our first time as a brand to venture into clinical trials.”

Pro-Collagen Marine Cream has been clinically proven to reduce the look of fine lines and wrinkles in two weeks and increase hydration by up to 248%.

For the ELEMIS team, this was just the beginning of the Pro-Collagen journey. “We then extended the franchise because people wanted an SPF and a rich cream,” explains Gabriel.

The collection now includes a range of eye treatments, night cream, skin supplements, serums, face oils, a peel and the Ultra Smart collection.

“We didn’t just take the winning formulation as a base and run it across the line extension as most brands do,” says Gabriel. “Each product is unique, we have created a texture library – that to me is very important because the skin is alive.”

A balm for the brand When the Pro-Collagen Cleansing Balm first launched in 2013 it too was destined to be a success. The team worked extremely hard behind the scenes to perfect its melting texture, action and results.

Transforming from a balm, to oil and then milk, there are now three core products and five limited-edition aromatics across the range.

Designed as a daily skin wellness ritual for hydrating and cleansing the skin, there is an active aromatic blend of nine essential oils.

The product is also drawing new and younger clients to ELEMIS’s offering. “It has now become our number one client acquisition product,” says Gabriel, “Generation Z consumers are truly embracing its sensorial texture and benefits.”

The importance of spa Reflecting on the success of the brand’s Pro-Collagen line, Gabriel notes the importance of the spa industry to the global phenomenon. “Spas are responsible for growing this franchise,” she states. “There is no doubt about it, spas are where the clients fall in love with the brand. Spas have contributed hugely to building our popularity, giving time and attention to the delivery of ELEMIS education and service.”

To mark the anniversaries of these two iconic products, ELEMIS is launching new editions in early 2023. Pro-Collagen Cleansing Balm will have green fig added to provide a new variation to the collection, while Pro-Collagen Rose Marine Cream will introduce a new scent to the line. “For the first time we’re bringing in a new aromatic that’s true decadence,” says Gabriel, “And it has already been received with great excitement.” www.elemis.com