EVOLUTION I: You mentioned the customer being ready, what do you mean by that?
S: Well, American women have been a little reluctant to embrace things like face oils. Pure plant oils are the cleanest and most regenerative way to get great skin texture and moisture, but if women won’t try it there’s no point in putting it on the shelves. There was this old fear that oil would make your face greasy or break out. In fact, synergistic oils actually help tone and balance skin, making oily skin less oily and dry skin less dry. It seems today’s customers are more savvy, more evolved, more open and aware and they’re ready for skin care that works. I: You’re an expert on essential oils and you have a company that makes skin care for millions of people, so what do you use on your face? S: (laughing) I use a Rose face oil that we made 20 years ago. Now it’s time has come. It will be part of the skin care line that we’ll be releasing this Fall. It works so beautifully. It’s a combination of 26 plant oils and essential oils. I think it’s the synergy of the essential oils with the plant based oils that makes it really special. I: Talk to us about synergy.
talkin’ bout an evolution
S: I think synergy is so important. There are blends of essential oils that create a scent and effect that the individual notes just can’t reproduce. I see the same effect with people. For the last three years we’ve had an in house creative team. We have this group of creative individuals, each with their own talents, coming to work excited to be working with each other on our products. We end up with ideas that we would have never dreamed up alone. It’s synergy. I love it. These people love what they do, they respect and admire each other. The concepts that come out of this kind of collaboration are so exciting. It’s really inspiring to come to work these days. I: Can you give us an example of what the team has helped create?
Sitting down with Susan Griffin-Black, co-CEO of SWTC to talk about the evolution of the EO brand, skin care and synergy.
S: Well, yes. Basically everything we’ve created in the last three years. I suppose the biggest thing that’s happened is the launch of the Everyone brand. It’s been highly successful. Everyone has allowed more freedom with EO. We were hesitant to make EO too exclusive in past years because we wanted these plant based products to be available to as many people as possible. Now, with Everyone, we can start releasing the EO products that we’ve been dreaming of. I: Want to give us a sneak peek at what to expect from EO?
Issue: EO has been around for 20 years, where is it headed next? Susan: Over the last twenty years, EO has grown both as a brand and a line of products. Plant chemistry has changed, and we have evolved with it. Plant based ingredients have progressed and are more readily available. I feel like the market has finally caught up to our original vision. We have had the dream of making skin care, luxury bath collections and perfumes from the purest essential oils. It seems like the customers are ready, the materials are there and we have the experience. It’s time to bring EO into the eco luxe world through the use of active, exotic pure essential oils.
S: Mmm, it’s going to be so lovely. We’ve just finished creating two body serums, those will be available this Spring. The next thing we’re working on is a face care line that we’ve scheduled for Fall. Luxury bath collections and advanced hair care are also being talked about. I’m most excited about finally being ready to create essential oil based perfumes. There really isn’t a non-synthetic fragrance in the luxury perfume market. We’re ready to create exclusive plant based scents. Our team is brainstorming on all of these ideas right now. Like I said, it’s inspiring to come to work these days.
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