LONDON — Move over, lunges, squats and bicep curls, Emma Hardie believes people who want to look younger need to also give their faces a workout.
This month, Hardie, a London- and Oxford-based facialist, is introducing Amazing Face, a treatment line meant for use in conjunction with a manual skin and muscle softening technique said to release tensions held in the face and encourage a younger-looking appearance. The massage method developed by Hardie, which involves a series of patting and rolling movements, purportedly encourages energy, blood and oxygen to flow freely and so rebalance facial skin and muscle. Thermal energy generated by massage and bioelectrical pulses discharged by the user’s fingertips are said to activate marine biophoton particles suspended in the line’s eye serum and moisturizer. According to Hardie, the method encourages cellular communication and renewal while smoothing and lifting facial contours.
“It’s about using the energy in your hands,” said Amanda Coveney, the brand’s retail operations director. “Manipulating the face for five minutes a day can make a huge difference.”
Amazing Face workshops, which will teach people how to apply the products in the most effective manner, will be held in Space NK stores starting in October. The line will bow in the chain’s U.K. doors starting in September and in its U.S. locations in April.
The lineup includes Professional Cleansing System, a kit comprising a 100-ml. jar of Moringa Cleansing Balm, a 10-g. jar of Aromatherapy Infused Rosehip Exfoliating Seeds and a Dual Action Buff and Polish Cleansing Cloth, for 39 pounds, or $63 at current exchange. A 50-ml. bottle of Am/PM Hydrating and Firming Treatment Moisturiser will retail at 36 pounds, or $58, and a 15-ml. bottle of Firming Eye Serum will run for 30 pounds, or $48.50.
Alone, a 100-ml. jar of Moringa Cleansing Balm will sell for 30 pounds, or $48.50. A starter kit, comprising the entire line in miniature sizes, will also be available for 30 pounds, or $48.50.
Industry sources estimate Emma Hardie Amazing Face will generate first-year wholesale volume in the region of 1.5 million pounds, or $2.4 million, to 2 million pounds, or $3.2 million.
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