Hosted by Managing Director Sean Harrington, Elemis Australia unveiled their latest releases to beauty media whilst presenting their vision for the local market. Reports Ashleigh Sharman.

Sean Harrington

Treated to beauty inside and out, media took in the newest product launches and seasonal gifting packs from Elemis over an energy-packed breakfast. The 2013 Treasures Collection offering an array of gift ideas for salons to indulge clients, with the new Frangipani Monoi Salt Glow and Skin Nourishing Body Scrub transporting clients to a tropical holiday destination — soft skin and a scent that lingers a must-have for the season ahead.

Managing Director, Sean Harrington spoke with high regard of the professionalism of the brand’s local trade accounts; citing they had successfully kept the heritage and the credibility of Elemis during a time that had proved difficult for most salons.

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“We’ve used the last five years to get the brand to a position of strength and the key to our product development and our point of difference is looking at every aspect of the client journey. The after-feel has become especially important. Elemis delivers treatment in a jar and it brings treatment into the home of clients supported by specialist treatments, service and results in salons and spas,” said Harrington, whose goal is to close the gap between northern and southern hemisphere launches, increase local distribution and strengthen his vision for the brand with new offerings.

“We’re launching a new direction for the brand in a line called Bio-Tech, spending the last three years designing new technology for professional treatments and a range of beauty tools for consumers. It will be used in treatments to enhance our products and therefore will enhance results. We are still a beautiful, scientific, natural range but we’re combining nature’s technology with man-made technology — if salons aren’t utilising it they’re not giving their clients the best result,” Harrington added.

Using the next 12 months to consolidate and drive local business, Harrington hopes to take the brand’s image to the next level by reaching out to more professional outlets in addition to launching 17 new products. These include a new brightening range, supported by efficacy trials; Pro-Collagen Ultra-Rich, for clients who want a thicker base and higher texture from the cult cream; and a new fragrance-based range that sees the brand go back to its roots in massage oil, Elemis Elite.

“The last few years in Australia have been spent focusing on our principles; training our staff, working on our infrastructure, getting us to a position where we can grow and be ready for the future,” explained Harrington: “We feel very positive about the market and have good indicators for growth — we’re primed and ready to go.”

For more information, contact Elemis Australia distributor BrandPoint on 0412 547 775 or email jennym@brandpoint.com.au.

*Images courtesy of Beauty Directory