December 1, 2020

Eve Lom to Introduce First New Cleanser in 30 Years

Eve Lom’s best-selling balm Cleanser is getting a counterpart.
Next month a hybrid Balm Gel Cleanser — the first new cleanser developed by the brand since launching the original formula 30 years ago — will hit counters. The hybrid will live alongside the original version — which isn’t going anywhere, promised Regine Barr, director of product development and supply at Eve Lom.
To date there hasn’t been an update to the balm formula or an alternative developed for customers seeking a less labor-intensive cleansing ritual, which is comprised of seven steps, including an exfoliating muslin cloth that requires a specific massage technique. All in all, the process could take up to 15 minutes.
But despite amassing a global following, there’s obviously still a sizable customer base that hasn’t used the product — and Eve Lom wants to capture some of those shoppers. Barr called the $60 Balm Gel Cleanser a “modern take” on the original formula for a customer who is more on the go and strapped for time.
“We always have had women and men saying, ‘Listen, this product is just too time consuming. We haven’t got the time in the day anymore. We can’t spend every day cleansing for 10 to 15

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