Elemis brings ocean-inspired treatment pop-up to John Lewis

British skincare brand Elemis is bringing its Rituals From the Sea activation to John Lewis this summer, spotlighting its new in-store treatment menu, which has rolled out across stores nationwide.

The ocean-inspired activation will open at Register Square in Edinburgh’s St James Quarter from 24 to 26 July, before moving to Liverpool ONE’s Paradise Place from 31 July to 2 August.

Visitors will be able to explore Elemis's Pro-Collagen collection, receive personalised product recommendations and book a 10-minute Calm & Glow Facial. Complimentary consultations using the brand’s SkinLab analysis technology will also be available.

An ocean-inspired retail environment

Rituals From the Sea combines the brand’s signature scent with soothing soundscapes, water-reflection lighting and a rippled façade.

“Our Rituals From the Sea Pop-Up was designed to create a moment of calm and restoration in the middle of a busy city environment, bringing our philosophy that skincare should be both results-driven and restorative to life,” Noella Gabriel, CEO and Co-Founder of Elemis, exclusively told TheIndustry.beauty.

She added that the space was inspired by the calming power of the ocean, with every element carefully considered to create a "fully immersive environment".

"Whether guests are enjoying a SkinLab consultation, experiencing the Calm & Glow Facial or simply discovering our iconic Pro-Collagen collection, the aim is to help them pause, reset and reconnect, even if it's just for ten minutes."

"Guests are welcomed by our Elemis signature scent, which helps create a calming atmosphere from the moment they arrive. Soothing soundscapes, lighting effects inspired by reflections on water and the rippled water-effect façade work together to reinforce the connection to the coast."

The design further builds on Elemis's multi-sensory Covent Garden pop-up in April, which was tied to the move of its Pro-Collagen range into bodycare.

Express treatment targets time-conscious shoppers

"Treatments are in our DNA and at the heart of the brand," Gabriel explained, adding that the 10-min Calm & Glow Facial, which is exclusive to the two pop-ups, serves as an introduction to its new treatment menu, which is now available in stores nationwide. 

The targeted facial costs £20, or is complimentary with any purchase of a full-size Elemis product.

“We’re seeing growing demand for skincare experiences that fit into busy lifestyles without compromising on results, and the 10-minute Calm & Glow Facial reflects that,” Gabriel said.

She added that the treatment delivers a targeted, results-driven treatment that customers can easily incorporate into their day, whether they're shopping, on a lunch break or discovering Elemis for the first time.

"The new Elemis treatment menu reflects how consumers want to shop today by making professional skincare expertise more accessible through personalised consultations, advanced skin analysis and treatments that deliver visible results."

John Lewis expands beauty services

Gabriel said John Lewis’s nationwide footprint and reputation for beauty advice made it the ideal partner to showcase the brands new treatment menu, and brings the experience to more customers in an accessible retail environment. The companies have worked together for several years, with Elemis already providing in-store facial services through the retailer.

"Our Rituals From the Sea Pop-Up gives us the opportunity to spotlight our new treatment menu in two key shopping destinations, Edinburgh and Liverpool, bringing the experience directly to customers while highlighting our Elemis Skin Experts and connecting with both existing and new Elemis customers," Gabriel said.

The launch follows further investment by John Lewis in service-led beauty. Earlier this month, Dermalogica announced new Pro Skin Clinics for six John Lewis stores, combining consultations with technology-supported treatments and personalised programmes.