Tuesday, 9 September 2014

Absolution - A Cosmetic Revolution

Unable to find a cosmetic brand bespoke to her specific needs, Isabelle Carron had her light-bulb moment: an organic brand that would be more effective than conventional ones, with more soul and modern formulas. Not a small feat! Meet the woman who made it happen.

What part of your job do you enjoy the most?
Difficult question because I enjoy almost ALL the things I’m doing for Absolution. Let’s say the best part for me is all about developing new products: get the idea, think about the ingredients and formula, doing some research, discuss with the lab and Christine, the chemist, about the sourcing, evaluate all the tests, then decide which one will be THE one. That’s for the cosmetics side, but we have also to find the right packaging – and it’s more difficult than you think: the design of the primary and secondary pack, write the texts, etc. This part is the natural follow up of my former job as creative director and general manager when I was in the communication and design field.

I also like a lot to meet customers and stores: it’s always interesting and rewarding to find out what they think of the products, which one is their favourite, how they use it (mix & match it or not …or not always), what is the next product they’re waiting for, if and when I could improve something. Last, and not the least, I enjoy travelling very much! It’s pretty new for me, but it’s a pleasure to discover new countries, cities, and people, thanks to Absolution.

Highlight from the last 5 years of your company
I started about … 6 years and a half ago... May 2008. As a Creative Director, I made my “career” in Global Advertising - I often had to work on beauty accounts throughout my carrier... As a woman, I hadn't fallen in love with a brand as a whole... Some products were good here and there, but there wasn't the kind of range and brand I was looking for. I started to use organic cosmetics 7 years ago, and I my skin really changed in less than 2 weeks. That experience convinced me that organic skincare was really better for the skin (and health) but moreover was also more efficient than traditional cosmetics. I also strongly believe in the philosophy that the skin is a living ecosystem, a communication interface always balancing to be at its best according to various information: external (weather, pollution, heat, AC...) and internal (diet, smoke, sleep, moods etc...). Therefore it doesn't need the same care every day! There is no cosmetic brand that offers the possibility to treat our skin daily according to its very specific needs. Finally, I thought that the aesthetics of the organic brands were not modern enough. I was looking for more than just that.This is why for me there were a real place on the market for a new proposition, with more spirit and soul, with a great quality and organic high standard, daring to speak differently to people ready to go organic but not willing to go for it by giving up on pleasure of all senses... I tried to ally all these things in a brand, and Absolution was born...

Then, in 2009, we launched the brand the Beyond Beauty Fair and we won the favourite Jury Award …a very good start as you can imagine. 2010 is the year of the design awards … the one we are the most proud of is the Wallpaper Design Award, but we won also more than 8 awards in the cosmetic field with L’Observatoire des Cosmetiques. From 2010 till now we’re focused on development: new products, new countries, find the right partner in each, develop new protocols and prepare our bright future !

What’s a typical day like?
I’m running all day long ! Starting with a warm glass of water with lemon juice, then a short session of Pilates at home, duration depending if I’m already late or not …let’s say between 10 and 30 minutes. Then one, two, three, four …espressos and a hot shower, always finished with very cold water. Then find the fine outfit for the day, few minutes to discuss with my children if their still at home, then go the office. Meeting, meeting, design, calls, emails… usually a professional or friendly lunch, sometimes one of y children is coming to lunch with me. Every day I try to save a little time to work on ‘consistent ideas’ for Absolution … I mean to think about, and work on the future of the brand and what it should be next year… but it’s pretty difficult to abstract yourself from the going.
I work pretty late, as I must confess I’m not really an early bird…so I usually leave the office around 9pm or sometime much later … if I’m not going out…what I’m doing very often.

What is the best advice you’ve ever been given
« You learn how to walk by walking ». Each time I’m tempted to wait a little too much before to do something because I think I need more preparation or training or time or…whatever, I remember this sentence. Combined with my very high standards, it makes a good mix that allows me to move forward.

What’s next for Absolution?
So many ideas … for this year new products of course, the kind of you can bring under shower with you, or the one you’ll fall in love with each evening … but also a very new concept where you’ll be able to experience the brand as never before. But for this one …you need to wait a little more.

What are your everyday beauty essentials?
Back to basics!
- ALWAYS remove your make up and perfectly cleanse your skin before going to bed.
- ALWAYS put – at least a moisturizing serum or an emulsion on your BODY and FACE every morning.
- Never expose directly your face to the sun without protection – I mean Solar protection or a hat. Don’t need to be obsessed by the sun but is not a true ally. You need it …for your health and to stay in good mood, but it’s a challenge for your skin! So remember to use La Solution+ Energy to help your skin to run it, and protect yourself.
- Eat a lot of vegetables and fruits and 2 handfuls of nuts and seeds every day.

Favourite food
I LOVE food, but I’m more into healthy and simple food than into too complicated one. I used to eat a lot of meat few years ago but now, it’s only in my menu few days a week. I think my favourite food is nuts and seeds…I’m a squirrel!
I’m doing the cooking very very often and I love that …try expanding my childrens’ taste!

What will you be doing this season?
Such a good program...Located in the south of France and Italy!

Shop here for: Absolution Skincare, from £15