Democratize beauty treatments, facilitate access to basic beauty products, offer quality at the lowest price (less than 20 € for most of its products) - the Elements® collection positions itself on the market with the objective of responding to a new generation of consumers, those who, because of limited time or budget, are deprived of basic beauty routines.  Bruno Rebibou, creator of the brand, presents this original collection that will be competing in the Beauty Challenger Awards 2012.

• How does Elements® translate this concept of accessibility?

Elements® changes preconceived ideas and offers accessible quality care.

We do not look at beauty treatments from an elitist viewpoint, and consider that it is not necessarily a luxury reserved for a certain category of consumers. Instead, we wish to democratize it and make it accessible to the greatest number possible. Our company has voluntarily reduced its margins to make Elements® products accessible in terms of price.  In return, we hope to reach a maximum number of consumers who will buy more and a greater variety of products more often.

Elements® products are accessible to both beauty professionals and also their customers.

• Could you tell us about the range?

Our attention is primarily focused on the product itself, the choice of ingredients, the benefits they produce, and also the quality of their textures and perfumes.

The most suitable ingredients were selected to ensure that the products combine safety, efficacy, technology and comfort.

In addition to their technical qualities, Elements® bring, with their smooth textures and delicious fragrances, a dimension of pleasure that is surprising and fun.

The lines of the packaging, deliberately streamlined, reflect the importance placed on the product and underscore its intrinsic qualities.

With no artifice or frills, the brand can validate its reasonable prices.

The accessibility of Elements® is also reflected in the clear descriptions of the products, information action-benefits are clearly indicated.

Action // texture: cleansing // cleansing milk; cleansing // cleansing oil; sublimate // mask; exfoliating // granules; moisturizing // cream, etc.

• What does Elements® propose for institutes?

The Elements® institute offer proposes, for each type of skin, treatments such as flash (10 minutes), express (20 minutes), rapid (30 minutes) and other specific treatments (that can take up to 80 minutes). Functional and complementary care, combining technology and efficacy.

This range of protocols allows professionals, on the one hand, to broaden their customer base by reaching consumers on a budget and / or with limited time, and on the other, to be able to satisfy their usual clientele. This is a new way of experiencing care. Effective. Accessible.

The products are available in both retail and professional versions for salon treatments.

• Why participate in the Beauty Challenger Awards competition?

Participating in this competition is in itself proof that the brand has something new and different to offer. Obtaining a distinction would make it official among the players of the sector and, consequently, to reach a large number of potential customers.

• Which types of buyers would you like to reach?

We want to reach selective perfumeries that have their own institutes, the players in mass-market retail, such as Leclerc, who are entering the field of aesthetics, the beauty salon chains, three-star hotel spas, the spas of open-air hotels.

In short, all those who, like us, wish to democratize beauty care

• What are your goals for development?

Our goal is to make Elements® a leading beauty brand in France and abroad.

Interviewed by Kristel Milet