Simplifying beauty
Kahn says the brand also caters for the skincare needs of the young generation.
ingredient in its balm cleanser because no other ingredient comes close.
“We have experimented with other ingredients but we could not get the same consistency of the balm that our fans love so for now, we will retain it. But we will continue to explore other ingredients until we achieve that texture,“she says.
For something that‘s 30 years old, one of the brand‘s challenges is to remain relevant to millennials who are born in the 1990s and who probably associate the brand with their mothers.
“To be relevant in the new and emerging market, we need to develop products that young people like. It‘s an interesting time for us because on the one hand we have a great line-up of products and on the other, we are developing new ones for a new generation of skincare users,“she says. Facialist Eve Lom, now 69, founded the brand. director Ken Lim says while the Eve Lom balm cleanser is not a wash-and-go product since one needs to properly massage it into skin and remove the cleanser with the muslin cloth, the routine turns out to be a pampering session that he looks forward to daily.
“Thanks to the intense essential oil content, it is invigorating. Skin feels softer and super clean without over drying. I also save on toner and exfoliant because the cleanser and muslin cloth combination does all the toning and scrubbing work,“
“The Rescue Mask lives up to its name because it truly deep cleanses your skin and it feels instantly refreshed and clear,“he says. The iconic Eve Lom balm cleanser. The muslin cloth helps with exfoliation.
“What is important to the brand is hydration. Clinically proven, long lasting hydration effects are an essential component in our product performance. Without sufficient hydration, the skin is susceptible to the damaging effects of water loss, such as dull, lacklustre skin and accelerated skin ageing manifested in the appearance of lines and wrinkles,“
“Lack of hydration is also the reason for problematic skin eruptions such as acne and overproduction of oil,“she says.
“We want to make skin cleansing simple but effective. So instead of having a multiple product routine, we bank on our cleanser and muslin cloth to deliver clear, radiant skin. We all live busy lives but I think we need a little self-pampering everyday too,“Kahn says.