Luxury UK-based skincare brand Elemis is launching five product kits in January 2018 with the aim of achieving that elusive ‘glow’ – the symbol of inner and outer health that’s currently dominating the beauty industry.
The five targeted skincare collections each comprise a three-step routine (cleanser, toner and moisturiser) designed to restore a healthy glow after the indulgence of the Holiday season, when excess consumption of alcohol, sugar and fat can have a negative effect on the skin. The five options offered are Hydrate for dry skin; Smooth for a brighter, clearer complexion; Soothing for sensitive skin; Nourished for vital nourishment; and Balanced for restored harmony of the skin.
Outside of clever Holiday gifting inspiration, the launch banks on the increasing popularity of ‘glow’ as a beauty ideal. According to The Guardian, the word ‘glow’ entered the mainstream in 2017 and is a key beauty marketing claim, appearing in the descriptions of more than 300 products sold by luxury e-tailer Net-a-Porter.
As we enter 2018 (see Look Ahead 2018: Beauty), we expect to see more launches tapping into ‘glow’ as driven by Asian beauty trends such as ‘glass skin’, which promotes hydrating products that create a wet look and glass-like sheen on the skin.
For more on ‘glow’ and wet looks from the global catwalks, see Highlighter 2.0 in S/S 18 Women’s: Make-Up, Megawatt Glow in A/W 17/18 Couture: Hair & Beauty and Glossy Glow in A/W 17 Womenswear: Beauty.