Salon profile: liz earle

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Dubbed 'Britain's best kept beauty secret' Liz Earle and her team aim to become Britain's {worst} kept secret with the opening of a flagship store just off London's Sloane Square.  Annette Hanford lifts the lid

Having outgrown its London premises after only a year, it was fortuitous for botanical skincare company Liz Earle when a neighbouring premises in the Duke of York shopping area became available.

Even more fortunately the premises had previously been fitted out with treatment rooms and associated plumbing. The company, which has its headquarters on the Isle of Wight, leapt at the chance to revamp, refurbish and open its first treatment rooms along with spacious retail area.

"Everything we do is a response to what our customers ask for," says Liz (left). "They had been begging us for a long time to have salon treatments, to have somewhere where they could come and experience the whole Liz Earle skincare treat." 

Because Liz Earle offers predominantly home-use products, the brand's loyal following were missing out on the salon experience.

"We have worked really hard to bring together the best elements of our treatment range with 'magic hands' - this is what we call our therapists," says Liz. "As well as working with our award-winning products, we also wanted to bring elements that you can only achieve in the salon, so we use galvanic current, steam and vacuum for lymphatic drainage and extraction."

The company is actively recruiting and training therapists. "Everyone comes down to the island and spends time learning all parts of the business. They see everything from the greenhouse and factory to the wrapping and packing stages. It gives a real sense of the company and what's going on."

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TREATMENT OFFERINGS

Liz Earle currently offers two facials, the signature (90mins) and an express maintenance treatment (60mins) which are tailored to a client's individual needs.

"It was interesting working on the facials, as my co-founder Kim Buckland and I have very different skin - poles apart - yet we would both have the signature facial as it could be adapted. She would have a lot more galvanic and we would use different treatment masks," says Liz, adding that the next phase will include body treatments, along with manicures, pedicures, waxing and eyebrow shaping. 

The London salon is the only place where professional Liz Earle facials are offered, and the company claims to bring a little bit of its coastal calm to a busy, urban environment. Clients taken down to the treatment rooms enter a cocooning-like environment. It's very much about taking them away from the everyday stresses and strains, says Liz.

"As you walk down the stairs there are instructions for you to slow down, switch off, and leave everything behind you.

"We really wanted to bring a little bit of the island to London. We've used natural, organic materials, and commissioned photography. Each treatment room is named after a place on the island, Seagrove Bay for example, and is complete with images of the area, so hopefully clients feel they are stepping into that.

"Even though it's only a nine-minute crossing, when I cross the stretch of water from the mainland to the Isle of Wight, there's something physical, very liberating," says Liz. "I feel I leave any stresses on the mainland behind me. When I cross the water and go into a different environment, it's very energising. It's a different pace, a subtle shift of mind and emotions." This is what she hopes to have achieved in the treatment areas. 

"We wanted to create a great environment, so light and space were important, as was the physical location. The Duke of York Square is a lovely environment because although it's so central, you're not looking out onto bus lanes and traffic. There's a little community here, which in some ways is similar to our community on the island. You get a real sense of tranquillity and relaxation.

"Retail is also hugely important to us," adds Liz. "We are a multi-channelled brand. If you are going to be a modern brand then this is the way to be as the consumer is very savvy now. They want to shop in many ways. A retail environment, a good 24-hour service online, and mail order gives us physical presence everywhere. We also appear on QVC and send out regular newsletters." 

However, she stresses that there is never any pressure to buy products, whether in the shop or the treatment room. "Clients can mark on the consultation form whether they'd like product information or not. I feel very strongly that I when I go somewhere, I don't want to  have products on my lap at the end of a facial, being talked through everything used," says Liz.

"Our girls don't have sales targets, they are not on commission to sell to products to clients. The advice they give is purely designed to help, it's very low-key and relaxed. But if the client wants to buy products, obviously we're here to help.

"Our customers are our best ambassadors. They are so passionate about the brand because they love it so much, they feel part of the family."

Of the flagship salon she says: "It's all a bit like the Isle of Wight," meaning that it remains an almost undiscovered secret. But not, she hopes, for too long...