Facetheory is a science-first skincare brand and is opening its first-ever store in London to celebrate its 10th anniversary and offer consumers "a beauty shopping experience like no other". The brand has also undergone a re-launch recently with a new website and has re-imagined its range of skincare and bodycare, including its product packaging and new collection categories. Facetheory's bestselling products are the Glow-C Cream Cleanser and Moisturiser.
The new flagship is located on Regent Street in the Quadrant Arcade, and champions skincare education with its 'lab-meets-store' concept. Visitors can experience the science behind the brand as they are encouraged to "stay and play" instead of "grab and go".
The brand wants to offer users a "more intuitive and results-driven routine building experience".
Facetheory's new look is inspired by the Bauhaus art and architecture movement, and aims to mirror the philosophy of "form follows function" - simplicity, efficiency and minimalism - in skincare.
The new website now has more impactful product descriptions, pairing recommendations, clearer texture shots, and real-life customers as models throughout, while new packaging has been completely re-imagined based on feedback.
Cleansers and moisturisers have been moved to fully recyclable aluminium tubes, complete with an "industry-first" fully recyclable metal cap. The existing recyclable amber glass bottles and jars remain for the other products.
The brand has also introduced four ranges - Glow, Firm, Clear and Hydrate - allowing current and future products to be categorised based on common skin goals, with product naming simplified and extended product benefits clearly labelled.
The design of the store uses a painting technique by artist Laura Ann Morris in the brand's new signature Deep Green colour story, as well as an art installation from Ollie Clifford using Facetheory's surplus amber glass jars. It also includes recycled steel and aluminium fixtures and recycling and refill stations.
Marc Gallagher, CMO of Facetheory, said: "The new store is the embodiment of sustainability and science. We challenged ourselves to only use fully recyclable materials and source vintage furniture to keep our carbon footprint down, while showcasing a design ethos of simplicity and efficacy."
Facetheory was launched in 2014 by Jamie Shuker and is based on a "less is more" approach to skincare, from its small-batch production to its streamlined yet efficacious ingredient lists.
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