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

In this series, TheIndustry.beauty further celebrates the successes of winning beauty businesses from TheIndustry.beauty Awards 2024 through dedicated interviews.

As the Awards is dedicated to The Innovators of the industry, we were keen to learn from their future-facing successes. From our 13 winners, we find out everything from the importance of innovation to the one beauty product they can’t live without.

Elemis received the Activation award (proudly presented by Revieve) for its Cleansing Lab Pop-Up in Covent Garden. TheIndustry.beauty hears from its UK General Manager, Susan Harvey.

What does it mean to be an innovator in the beauty industry today?

To be an innovator today, is to take risks, to be bold and not afraid to make mistakes we can learn from. 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.

Could you discuss the brand’s progression over the years? What are the key factors that have contributed to its success?

In the UK market specifically, Elemis has embarked on new, integral retailer partnerships with the likes of Harrods and Selfridges in recent years as well as continuing the journey with our valued long-term partners such as John Lewis and within the spa industry the likes of Champneys and Centre Parcs.

Partnering with retailers and spas that share our great British heritage, alongside a keen insight into what the modern consumer wants and needs in our changing world has been game-changing and allowed us to make even greater leaps forward as a brand. We have continuously ensured we are leaning into our spa heritage and 35 years of expertise, this unique element to our brand allows us to really understand what our consumer wants first hand and allows us to further add to our credibility as a brand with our professional edge.

Local brand partnerships and experiential activations have also played a key role in our recent success acquiring a new customer whilst exciting and re-engaging existing. Plus, our dedication in the social space has been paramount, in 2023 for example, Elemis was the most talked about skincare brand in the UK with influencers driving over $59 million (£46.8 million) in Earned Media Value with almost 80% of that driven by organic brand love mentions.

You are known for your Pro-Collagen Cleansing Balm. What are the benefits of having a hero product? Are there any downsides?

Pro-Collagen Cleansing Balm currently sells one every 10 seconds, so there are certainly no downsides. This product has been an incredible acquisition tool for the brand in recent years, it has become a social media sensation and the most searched product for Elemis across TikTok with over with 16 million views on 'elemiscleansingbalm' tagged content. To keep the consumer engaged and excited by our hero product over the 10+ years since it first launched, we have developed an incredible eight different aromatics and will continue to do so, tapping into consumer feedback regularly asking our community what aromatic they want to see next.

What was the significance of winning the Activation award?

We were so thrilled and honoured to win the Activation award for our Elemis Cleansing Lab Pop-Up, to receive industry recognition is hugely for rewarding for the entire team who worked on the project to ensure it was an unmissable three day event that truly pushed the boundaries of anything we had ever done as a brand in the UK before. It really proved that this kind of disruptive experiential does not go unnoticed and creates long term noise even beyond the consumer. Thank you TheIndustry.Beauty!

Which other brand do you think is doing great things in the industry today?

It has to be Sol de Janeiro, from creating viral product launches that have become TikTok sensations overnight to experiential activations on a quarterly basis and recruiting celebrity ambassadors such as Sofia Richie Grainge. We are continuously awaiting to see what their next moves are and how they are able to build momentum through new category launches such as their SPF’s and keep that all important Gen Z customer entertained and engaged.

What are the benefits of a physical presence/activation for Elemis?

It really comes down to having full ownership of our consumers experience and the opportunity to make a deeper connection between them and our brand in an interactive way. From the likes of ingredient storytelling, sensorial experiences or treatments our aim is to bring Elemis’ sensorial skincare to life. It is also a credible way of introducing our hero products to countless bathrooms and skincare routines outside of traditional sampling routes keeping the brand front of mind.

What would be your biggest advice for a successful pop-up activation?

The consumer must always be at the heart of any successful activation and experiential. It’s a way to leverage our communication outside of traditional means really driving product and brand love as we surprise and delight the consumer. It is also important to have clear KPIs from the very start and understanding of what success looks like whether that’s social domination, sales or data driven. Pop-ups are an incredible way of creating a halo effect across all channels, so omni-channel support is also key.

You achieved B Corp status in 2022. Can you walk us through that process and why it was important?

We were so proud to announce our Certified B Corp status back in 2022 after almost two years of implementing changes to processes, practices and launching new initiatives across the business. It really showed that even large-scale businesses can still show sustainable responsibility.

To certify as a B Corp, performance is analysed across five key areas; governance, workers, community, environment, and customers. B Corp is the most comprehensive sustainability audit available, which doesn’t just evaluate products, but also rigorously assesses the whole business to meet high verified standards of social and environmentally responsible practices, transparency, and corporate accountability. The environment, biodiversity, human rights, climate protection, employees, and customers are all top priorities.

Elemis will continue to take people, environment, and profit into consideration in equal measure when making business decisions and use our global voice to elevate B Corp awareness around the world to build a better tomorrow.

Looking ahead, what can customers expect from Elemis in terms of new products, sustainability initiatives, or further advancements in your brand purpose?

Our first half has already seen some incredible moments for the brand in the UK, from opening our very first standalone retail store in the heart of Covent Garden on Monmouth Street to our number 1 best seller, Pro-Collagen Cleansing Balm becoming London’s latest landmark on the banks of the River Thames. Through a disruptive activation combining a CGI video of our Cleansing Balm breaking through the concrete on The Queen’s Walk, South Bank, alongside a replica of our beloved formula in the same location we created an unmissable moment in the height of summer in London whilst sampling thousands of Pro-Collagen Cleansing Balm.

More recently, we have taken our Pro-Collagen Playground pop-up on the road visiting cities across the UK such as Edinburgh, Newcastle and London. In partnership with Harrods and H Beauty this iconic pop-up used gamification to bring our bestselling Pro-Collagen Cleansing Balm and Marine Cream to life plus an opportunity for consumers to discover our latest launch Pro-Collagen Future Restore Serum.

You opened your first flagship this year after almost 25 years of business – how significant was this milestone?

We were hugely excited to open our first Elemis London retail store in Covent Garden this summer. Since our inception over 30 years ago, we have garnered global renown and established ourselves as forerunners in providing premium skincare, and the launch of our new standalone store in the iconic Seven Dials has already allowed us to continue to deliver this in our home market.

As a British brand rooted in London, the iconic streets of Covent Garden, now the beauty hub of the capital, felt like the perfect home for our first standalone store. We want to make our new store the destination for beauty and skin aficionados, allowing Londoners and visitors alike to experience the best of British skincare.

It’s been a real career highlight for me, from pitch to our ribbon-cutting ceremony with the UK team and our co-founders, we couldn’t have done it without all our incredible teams, suppliers and partners. We couldn’t be prouder to open our first Elemis store in the UK and less than a year in the making, it’s a truly pivotal moment for Elemis.

And finally, what is one beauty product you can’t live without?

It has to be our Pro-Collagen Marine Cream, there’s a reason why it’s stood the test of time (originally launched in 2003) and still our number 1 best seller. I can’t be without it, and every morning I have a little ritual where I apply with the tips of my fingers onto skin and immediately feel ready for the day with the instant boost of hydration and immediate skin smoothness, it really is the perfect skin base.

As the Hall of Fame – Retailer Award was sponsored by Revieve, we asked Marketing Director Vitalia Vasilkova why it is important to champion innovation in the beauty industry and how it works with beauty brands to drive the market forward.

Supporting innovation in the beauty industry is vital because it serves as the engine that drives the industry forward, transforming the way consumers discover, interact with, and purchase beauty products. Innovation is the key to keeping pace with rapidly evolving consumer expectations and staying competitive in a crowded marketplace. In a world where personalisation is becoming increasingly important, innovation allows brands to offer tailored experiences that resonate deeply with individual consumers, making them feel understood and valued.

Revieve is the global leader in delivering transformative, AI-powered, personalised brand experiences for beauty and wellness brands and retailers through its enterprise-grade Beauty Technology Platform, trusted by over 200 of the world’s leading beauty brands and retailers.  At the forefront of innovation in the beauty industry, Revieve leverages a comprehensive suite of AI technologies, including advanced Generative AI, to create next-generation consumer experiences. Our platform supports cross-category and cross-channel engagement throughout the entire customer journey, ensuring a seamless and consistent experience that resonates with today’s consumers.

By providing cutting-edge technology, integrating digital and physical retail experiences, offering inclusive options, and driving measurable business outcomes, we partner with beauty brands and retailers to not only advance their market presence but also to shape the future of beauty retail. Through our collaborative efforts, we drive industry-wide innovation, setting new benchmarks for consumer engagement and experience.

Should you have any questions about the event or would like to enquire about sponsorship opportunities, please email partnerships@theindustry.beauty.