PLANTING IDEAS
Spring awakening and all its metaphors conjure visions of planting seeds for the future. And this is the time of the year that those visions and reality synchronize for me. I’m in the garden, digging and designing, it’s such a delightful process, makes you look forward to great things, the surprising moments on the journey of growth, and ultimately beautiful results.
In a way, this process mirrors the creation of a new product for ALLEVEN. Each one is inspired by how I live my life, the things that I would like for myself that don’t quite exist—they have to be easy, super effective and multitasking. Like Dahlias, I just love them, they work in the wild and in a vase, they add elegance, they add energy, they add color to life…They are reliable, eye-catching and transformative. Each ALLEVEN product (and there’s a lot of new coming) starts with a need and an innovation because there is no reason to just do another version of the same thing, it must deliver the results I’m looking for and save time. It’s very important that it saves me time, I’m never going to do a 10-step beauty ritual.
Next, I talk to the lab. I’ve gotten to the point now where I can almost speak their language. I share what results I want and what kind of experience I want, that’s what really counts, then of course the scent, the texture, the movement, that’s the departure, the take off point. It’s a conversation, and then we agree with a proposal. The chemists start with the samples, then it’s a process of many months and sometimes years, nothing goes out there until I’m 100% sure that it’s the way I want it.
At the moment we are updating everything, it’s so exciting, we’ve added something very important, as our clean formulations feature the latest technology and are backed by science, we added the “Bioactive Beauty” signature to make it clear that these products are clinically proven, properly tested in vivo and in vitro. The packaging is fresher and it gives you a sense of quality that reflects what’s inside. In fact, all of our components are from top European suppliers, even the jars and bottles and pumps and sponges are all tested, regulated and approved. For instance, with the NEW Instant Colour and Instant Glow doe-foot applicator, we didn’t give up until we found one that was not too big or too small, not too hard and not too spongy so it soaked up too much product. We are never going to cut corners or save with the quality of the product or the packaging, it’s all part of the ALLEVEN experience.
Like with the garden, you have to have a vision, dedication and patience. Our products are all original and we create them from zero, it’s not like we go to someone and just change the scent. We really want to differentiate ourselves and deliver undeniable results. The beauty is already there in our customers and with ALLEVEN, we’re nurturing, treating and transforming, similar to what goes on with the land. What a beautiful time of the year! Enjoy!
xo Celia