EXCITEMENT MOUNTS AS A NEW INNOXA VEGAN, ECO-FRIENDLY SKIN CARE RANGE WITH VEGAN FACIALS, IS LAUNCHED BY THE IMBALIE BEAUTY GROUP
The 100 year old INNOXA skin care brand is back with a bang! The Imbalie Beauty Group has re-launched an eco-friendly and newly formulated INNOXA product range in all of their Dream Nails, Placecol and Perfect 10 salons nationwide, as well as online.
The formulations are packed with powerful actives such as peptides, vitamins B, C and E, super oils and antioxidants, but the uniqueness is in the many sustainably sourced ingredients within the range, as well as the multi-purpose functionality and sensorial experience of each product. Nine of the products in the range contain shea butter which has been sustainably sourced from a women’s tribe in Ethiopia, whilst others include sustainably sourced ingredients, such as sunflower extract, yacon extract, moss and kelp extracts, fruit enzymes, squalene, chia seed oil and rosehip oil, to name just a few.
The newly launched range epitomizes the original INNOXA tag line of FIRST DO NO HARM, which has always been at the core of this iconic brand. However, it has now been raised to a whole new level to appeal not only to previous INNOXA fans, but also to the ever-growing environmentally conscious consumer, especially millennials and gen-Zs, ensuring that the brand is on trend and aligned to today’s customer demand. The range is now vegan friendly, contains many natural and sustainably sourced ingredients within the new formulations, and the tubes within the range are predominantly made up of sustainably sourced sugar cane. All the products are either biodegradable or recyclable, are paraben and allergen free and therefore kind enough for sensitive skins.
With just 22 products in the range, including unique cleansers, multi-purpose masks and colour coded serums for specific skin concerns, even the names are appealing. There’s the CleanCalm Gel-to-Milk Cleanser, which turns into a soothing and calming milky cleanser, the soft and fluffy Cloud Touch SOS Calming Mask with marshmallow extract, the Fruit Detox Foliant Gelée Mask with sustainably sourced papaya and pineapple enzymes with strawberry and cranberry scrub and the ZoneProtect SPF30 Sunscreen, which uses eco-friendly UV filters and sustainably sourced ingredients to provide added protection against blue light emissions from our cell phones and computer screens.
The simple and minimalist packaging, with a beautiful matt texture in nudes and soft pastels, displays beautifully on retail shelves, in the bathroom or on a dressing table ensuring that this fresh, unique and gender neutral range, appeals to a wide range of customers. It is already being well embraced by teens, young professionals and budget conscious individuals, due to the affordable pricing and the eco-friendly aspect.
“Our salon owners are very excited to bring this new range into their beauty salons, at a time where the trading environment is still tough as a result of the COVID-19 pandemic, and are also happy to be aligned with the latest consumer trends” says Esna Colyn, CEO of Imbalie Beauty. “Furthermore, our salons have launched five new INNOXA Vegan facials at a launch price of less than R400, to give INNOXA brand lovers and new to INNOXA customers, the opportunity to come in and experience the new upgraded range first hand” she adds.
Under the leadership of Lisa Leibov, Principal of the iBLOOM Beauty and Wellness Academy, the entire group of therapists are currently being educated on the INNOXA treatment protocols and product knowledge, to ensure that all salons provide levels of service excellence to all their valued customers.