╳ So what sets Absolution apart from other brands? Firstly their brand philosophy and production methods. This brand is aimed at, and conceived to meet the needs of both women and men looking for the right balance between eco-consciousness and an urban lifestyle, for those people who are concerned with their beauty, wellness as well as that of the planet. And secondly, the packaging: this is the first contact individuals have with the brand, therefore it’s important that the packaging expresses a vision of beauty that will become part of daily life, and this brand’s packaging certainly reflects its spirit and soul.
╳ When interviewed by *Qompendium’s Kimberly Lloyd about launching a new cosmetics brand in a super-saturated beauty market, Isabelle Carron, Absolution founder and Creative Director had this to say: “I started using organic cosmetics four years ago, and my skin really changed. I am convinced that organic products are really better for the skin and health but moreover they are as efficient (if not more) as the traditional cosmetic products. 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 it receives. Whether external such as weather, pollution, heat, air conditioning, etc. or internal such as diet, smoke, sleep, moods, etc. Therefore our skin doesn't need the same kind of care every day. There is no other cosmetic brand offering the possibility to treat our skin daily according to its very specific need.
Finally, I also was the opinion of that organic ‘codes’ were not modern enough, always about communicating an expression of nature, flowers, green, etc. I was looking for more than just that; for something that can express more than just the fact that it is organic. Being organic has become such a common thing that I didn’t believe it was going to be enough to appeal to the consumers by giving them just a fact and some typical organic aesthetics.
For me there was a real niche, a real place in the market for a new proposition, with more spirit and soul, with a great quality and organic high standard. It was time to create a daring product to communicate differently to people who are ready to go for organic but not willing to go for it by giving up on pleasure of all senses. I tried to merge all these objectives in one brand, and so Absolution was born.”
╳ Thread Count Thought: we love her ‘step away’ from run-of-the-mill images. Ms Carron has demonstrated that ‘green’ doesn’t always have to be ‘green’.
╳ To learn more about Absolution cosmetics, please follow this link to their website.
╳ Images (top to bottom)
Isabelle Carron, Absolution founder and Creative Director
Absolution products
*Qompendium is an evolving and ever-changing platform for philosophy, art, culture and science, represented by a series of print publications: magazines, books and monographs.
