Sunday Times reports on Environ’s cult following and unique place in the professional market
15 May 2014
Already a favourite with skincare professionals and their clients, Environ’s standing among the wider public has been elevated to new heights, after The Sunday Times Style recently devoted a double page spread to the brand’s evangelical following. Reporting on the development of the brand and its status amongst those “in the know”, the story explained the science behind the success of vitamin A skincare and Environ’s unique “step-up” process.
Kelly Gilbert, former beauty editor at Vogue and current beauty columnist at The Times online, reported on the cult-like status of the brand amongst a growing band of beauty directors, all keen to progress through the various stages of AVST to reach level five. Impressively, the story praised Environ’s heritage and commitment to the professional sector. The article noted the importance of consultation and how Environ’s unique place in the salon market and its focus on professional recommendation has been central to its success. “It works by endorsement: swagger at the school gates; casual comments between work colleagues that you look surprisingly well for a Monday morning; or facialists guiding you to try it.”
Brand founder Dr Des Fernandes’ was praised for his unwavering belief in the benefits of high levels of vitamins A, C and E for the skin despite the flood of ‘hot’ new ingredients marketed by others. Concluding her comprehensive round up of Environ, Gilbert turned to the loyal end users and independent therapists for their take on the efficacy of the brand.
David Alpert, MD of the International Institute for Anti-Ageing and distributor of Environ in the UK says, “This article captures the essence of what we and our therapist stockists and their customers have been saying about Environ for years. No longer an insider secret, known only to the professional beauty market, it marks a turning point for the brand. The beauty press are waking up to the benefits of vitamin A in skincare and we are seeing the return in our share of the growing salon market.”
Contact Environ’s UK and Ireland distributor iiaa on 020 8450 2020 or visit www.iiaa.eu news pages for more information.
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