Editors' Top Reads: News from Elemis, Djerf Avenue, Revolution Beauty and more...

Here are some of this week’s news and features highlights handpicked by TheIndustry.beauty team.

Djerf Avenue Beauty is heading to London with its first UK pop-up

There are very few influencers I regularly keep up to date with, but Matilda Djerf is one of them. Have you seen her chic style and effortlessly voluminous golden locks? Her Instagram, which boasts 3.1 million followers, is the source of an abundance of style inspiration. So, when she launched her brand Djerf Avenue back in 2019, I may or may not have splurged on one of the knit dresses. However, I had to stop myself from buying more, not just for my bank card's sake, but because I had to pay import fees and I was worried about the sizing.

Five years later, in celebration of the brand's birthday, Matilda Djerf is finally bringing Djerf Avenue to London with a pop-up in Covent Garden - marking its first physical presence on UK soil. Not only is the Swedish creator-turned-entrepreneur sending us her A/W clothing collection but also newness from her recently launched beauty line, Djerf Avenue Beauty.

After receiving immense praise for her voluminous hairdos and swooping bangs, Djerf launched her beauty line in March this year. The category launched with a volume spray 'The Breezy Styling Mist' (£25) and a multi-use styling gel 'The On-The-Go Styling Gel' (£19), which will be available at the shop. The Christmas-themed pop-up, which opens today until 8 December, is located in the heart of Covent Garden at 25 Shelton Street.

Chloé Burney, Senior News & Features Writer.

TheIndustry.beauty Awards Winners' Interview: Susan Harvey, General Manager UK, Elemis

I was lucky enough to pick some more serious beauty brains for the next interview in our Award Winners series. Susan Harvey is the General Manager UK for cult British skincare brand Elemis. Harvey is something of an Elemis veteran, having served the brand for 13 years.

As the Awards were dedicated to the innovators of the industry, I asked Harvey what beauty innovation means to her.

"To be an innovator today, is to take risks, to be bold and not afraid to make mistakes we can learn from," she says. "The industry is incredibly fast-paced, so you always need to be that one step ahead, moving away from traditional strategies and really adopting experiences and technology to enhance everything from customer journey to product launches."

In this interview, Harvey delves into Elemis’ journey to a household name that sells one of its Pro-Collagen Cleansing Balms every 10 seconds, and of course, the beauty product she can’t live without.

Katie Ross, Content & Events Executive.

Half of Brits more likely to shop during ‘Crimbo Limbo’ than Black Friday

So, in the blink of an eye, it’s here - Black Friday 2024, that is. And, while some retailers seemed to have been offering deals well ahead of the actual day, there will undoubtedly be some even greater bargains to be snapped up between now and Cyber Monday – and probably beyond.

I’m not alone in thinking that it almost feels like a pressure to buy Christmas presents now and get the best prices possible. It feels a bit like being rushed. So, it was quite refreshing to get a Snapchat survey of 2,000 UK consumers this week that revealed what it describes as ‘Crimbo Limbo’ - the listless period between Christmas and New Year - will see 84% of Brits shop just as much, if not more, than they do on Black Friday, Cyber Monday, and the January sales.

It also said that pretty much half of Brits are more likely to shop between Christmas and New Year than Black Friday and other sale moments, with Gen Z and Millennials leading the charge to save their spending for that dead time. It makes more sense to me too.

Unless it’s something so hot that it’s likely to sell out as soon as there is any chance of some money off, and obviously it’s a different story if you’re buying for young kids for Christmas, why not wait until retailers really do need to start shifting excess stock with prices likely to tumble further? Especially given that 57% of those surveyed listed shopping in their top three favourite activities during ‘Crimbo Limbo’.

Tom Bottomley, Contributing Editor.

The Interview: Revolution Beauty's CMO on its community-driven approach to product development and marketing

It's no secret that establishing a strong community is paramount to a brand's success, with more and more beauty businesses engaging with customers on a deeper level to drive brand awareness and sales.

Placing community at the heart of its operations, Revolution Beauty's new initiative allows creators to do just this, fostering meaningful change from product development to engagement on social media.

Described as an ambassador programme that gives exclusive access to the brand and its products, 'Revolution Generation' offers an opportunity for Revolution Beauty to collaborate and co-develop with its community - a place to celebrate its brand values and to together make positive change in the beauty industry.

In this exclusive interview, Revolution Beauty's Chief Marketing Officer, Alison Hollingsworth, speaks all about the initiative, how it works, the importance of community engagement, and more.

Sophie Smith, News Editor & Senior Writer.