0207 580 4312
CAPSULE COMMUNICATIONS LTD
8 MARYLEBONE PASSAGE LONDON, W1W 8EX
‘Cleaning up’ the beauty space and demystifying conscious skincare
Total Guests: 25
Potential Media Reach: 6,504,173
The demand for clean beauty has never been greater, with more consumers looking for natural ingredients, with a clear purpose that put their conscience at ease. However, with greenwashing rife across beauty categories, increasingly educated skincare enthusiasts are gaining awareness about how to access information and data about their clean products. Consumers are becoming less interested in perfection and instead look for clean brands that are actively and tangibly committed to betterment and recognise their shortcomings.
Beauty brands’ claims about sustainability and efficacy are under the microscope like never before. Recent years have witnessed the increased combining of natural skincare with high tech methods and formulation solutions, resulting in a hybrid form of bio-tech skincare. The definition of ‘natural beauty/skincare’ is changing in the eyes of the industry and the consumer. According to Trustpilot, 33% of American and 29% of British consumers are more cautious about the health and beauty products they buy because of online misinformation. This has led to brands being under intense amounts of pressure to clearly disclose details about their processes and ingredients (LSN, 2021).
Developed and manufactured in the UK, Romilly Wilde believes that every ingredient used should come from a sustainable plant source, preserving the ecosystem, and harnessing the latest in biotechnology – resulting in a stronger, healthier skin without compromise.
In an effort to educate press and influencers about Romilly Wilde and its point of difference, Capsule Comms hosted a digital ‘Skincare Clinic’ with brand founder, Susie Willis and Olivia Falcon, leading beauty journalist and founder of The Editor’s List. Coinciding with Skincare Awareness Month, the Skincare Clinic provided an opportunity to discuss the shifts in the beauty landscape, focussing in particular on brand transparency and the integrity of metabolic skincare ingredients. The discussion also touched on the evolution of skincare looking at what ‘natural’ and ‘clean’ mean in today’s beauty landscape.
To further bring product usage to life, celebrity make-up and advanced beauty therapist, Nathalie Eleni demonstrated how to curate the optimum regime for healthy and glowing skin, courtesy of Romilly Wilde’s energetic formulations. Adopting a ‘skinimalist’ approach to skincare is fundamental to Romilly Wilde’s DNA – practical products that perform in a unique and active way for a streamlined regime. Nathalie demonstrated Romilly Wilde’s do-it-all cleanser and encouraged participants to leave on the Light + Energy Serum Cleanser as a mask for 20 minutes; resulting in an instantly boosted and glowing complexion at the end of the session.
The digital event was attended by top tier press from publications and retailers such as; Condé Nast Traveller, Red, Prima, Good Housekeeping, woman&home, Space NK and Fabulous, to name a few.
Leveraging Susie’s expertise proved to be highly valuable to reinforce her credibility and Romilly Wilde’s unique positioning within the skincare market. Subsequent editorial secured included Evening Standard, Who What Wear, Country & Town House and GRAZIA.