Soho House launches its own cosmetics line, Soho Skin
Launched as a private members club in 1995 by its founder Nick Jones, Soho House has around thirty locations worldwide operating as sought-after luxury hotels and exclusive networking hubs housing workspaces, cinemas, spas, and restaurants. After establishing a name for itself, instantly recognizable in any of the countries where the concept operates, Soho House is taking a step further in its differentiation strategy and in building a stronger relationship with its clients. The hectic and cosmopolitan lifestyle of its loyal members has inspired Soho House's new cosmetics line, Soho Skin.
This is not the British hospitality company's first foray into skincare. In 1998, coinciding with the launch of Soho House's first spa, Babington House in Somerset (UK), Cowshed was born. The cosmetics brand developed in the UK was initially intended to provide a unique experience in the centers' wellness treatments, but soon became a household name. In addition to being available to Soho House hotel guests, Cowshed offers a wide range of bodycare, skin, and hair products as well as home decor pieces on the Soho House online store and in select retailers such as John Lewis.
From Cowshed to Soho Skin
While Cowshed was created to bring the quiet spirit of the countryside into the busy lives of its members, Soho Skin was instead created to better suit the lifestyle of its members. In other words, the team developed a wide range of essential and high-performing skincare products targeting all genders and age groups.
“Our goal was to meet the needs of our members,” explained Soho Home and Cowshed's head of marketing and communications, Sarah Graham, on the "universal" nature of the new line, which aims to "empower the skin."
Developed in-house in the UK during the pandemic by a team of scientists working on "smart, vegan, silicone-free and cruelty-free formulas," the collection was developed with the help of its members' direct input.
"Our members inspire us. We wanted to take their feedback into account from the very beginning," said Aalish Yorke-Long, managing director of Soho House retail. "Members are increasingly demonstrating their desire to participate in product development and be part of the brand, so it was important for us to include them in our journey of venturing into skincare.”
The result? A collection of "hyper-functional formulas" packaged in minimalist containers, created in the image and likeness of the club's members. With prices starting at £15 (17.6 euros) for the lip balm to £76 (89.2 euros) for the regenerating serum, the range includes a facial cleanser, a 24/7 treatment made from lactic acid, face and eye creams, a detox mask, an exfoliating liquid, a facial oil and a shaving cream.
"The cosmetics market is saturated with complex propositions. When our members spend an evening with us, whether for work or for a party, they want to have reliable products that work for their skin," explained Graham during an event held at the Soho House inaugurated last year in Paris: a 36-room space with exquisite décor, including a cabaret, hidden in the narrow streets of the Saint-Georges district in the 9th district of Paris.
Soho House Paris will not be the only location to carry the products; the Soho Skin line is planning to arrive at all the clubs in cities such as Barcelona, Istanbul and Miami, among others. In addition, being VIP has its perks. While the general public will have to wait until September to get their hands on the new products, Soho House members will have access to an online launch this June. The waiting list is already open.
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