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Allbeauty to launch data-driven skincare brand with sustainable street cred

Gaelle Walker
27 July 2021

Beauty retailer Allbeauty is to launch a new affordably-priced skincare collection which has been uniquely designed using its own skincare sales data.

Available in Allbeauty stores and online from early August, the new At1 range of seven products also has a strong sustainable focus – in-line with the demands of its target audience of 35 to 55 year-old women. 

The affordable range of products has also been designed to deliver a premium performance “that is as good as, if not better, than the best on the market.”

Allbeauty had been able to do this “because it has none of the retail and promotional costs that many premium brands face,” the retailer said.

“Instead, we have invested in ensuring that the best possible ingredients sit at the heart of the At1 range, to offer market-leading products at a market-beating price point.”

Built around Allbeauty’s “understanding of how women shop for skincare today,” the range was developed with the use of its own online sales data and in-person research.

Formulations were then road-tested with a panel of 100 Allbeauty consumers, before being tweaked in-line with that panellist feedback.

The finished range consists of a foaming cleanser, toning mist, day cream, eye serum, face serum, night cream and cleansing balm with most items priced around the £20 mark with the exception of the premium quality Luminating Anti-Ageing Serum which has a price tag of £39.50 for 50ml.

In line with consumer demands the range has also been designed with a “total dedication” to sustainable packaging.

All At1 outer packaging and physical containers are recyclable with all but two of the products available in glass containers with FSC certified wooden lids.

Only the bottles for the Clarifying Foaming Cleanser and Hydrating Toning Mist are made from Biobased HDPE plastic, a minimum 96% biobased material from renewable sources (sugar cane).

Product information and branding is also printed directly onto jars and bottles, so as to avoid the use of labels and glue, with all outer packaging made from recycled materials using only water-based inks and varnishes.

Commenting on the At1 range, Allbeauty Chief Operating Officer Janice Mancini said: “At Allbeauty our years of experience mean we know what consumers want from their skincare and we have a reputation for bringing customers their favourite products at market-beating prices.

“Based on our knowledge, we’ve taken an uncompromising approach to creating a luxurious yet affordable range of sustainable products that deliver results but also respect the environment. We believe that beautiful skin shouldn’t cost the earth in every sense of the word.

“We’ve been hugely mindful of the ingredients that we have used in our formulations, focusing obsessively on the most effective natural options, refusing to add in anything that doesn’t meet this goal.

“That means some of the At1 products have lovely natural colours as opposed to gleaming white formulations and we’ve remained proudly faithful to these, rather than adding in extraneous elements to fit in with accepted norms”.

At1 will be sold through the Allbeauty website and its two stores in Southampton and Guernsey.

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