Get ready for the most interesting beauty brand conception story you’ll ever hear: Elizabeth Grant Skin Care. It’s the only skincare brand that’s privately owned and operated by three generations of women. The brand also employs 80% of women and continues to make its products in-house at its own facility.
Margot Grant Witz’s grandmother, Elizabeth Grant started the brand in 1948, in London England. As a makeup artist, her job was to make the models, actors and celebrities that she worked with look and feel beautiful. During the war, she suffered from bomb blast injuries on her face and found it difficult to continue her work. How could she make others feel beautiful when she herself, was having a hard time feeling that way?
She stumbled upon a medical journal at her doctor’s office and found an ingredient that people on the frontlines of the war used for burns. This helped to reduce the damage and pain during transit. Although her doctor said it wasn’t for her, she asked a friend who was a chemist to make it for her anyway. She ended up using this serum for about 8-10 months and the damage on her face was completely diminished.
“We didn’t want to ignore something that strong when it’s launching in the Western Hemisphere, we wanted to be an early adopter. ”
As others noticed her skin, they asked for the same product to be used on them. Eventually, they asked where they could buy this product and thus, Elizabeth Grant Skin Care was born. The Essence of Torricelumn™ was the first-ever serum for at-home use created, and it’s still sold today.
In 1992, Elizabeth moved to Canada to be with her family and brought the brand with her. They soon learned of The Shopping Channel. In 1999, Elizabeth Grant Skin Care launched their serums and became their top-selling skincare brand.
Since they were already so well-versed in the TV shopping landscape, a move to digital Live Shopping was only natural. They wanted to take what they already do and captivate the same magic and growth in an audience on Livescale.
”We didn’t want to ignore something that strong when it’s launching in the Western Hemisphere, we wanted to be an early adopter,” Grant Witz said. In thinking about how to adapt the brand, Grant Witz says they felt like Live Shopping was a natural way to grow.
Since Live Shopping is new for many, it's a way to speak to someone who is new to the brand. For Elizabeth Grant Skin Care, Livescale helps to reach new people. Through Live Shopping they get new customers in a tangible fun way that is brand-centric and brand-specific.
Amy Allicock, Creative Marketing Supervisor at Elizabeth Grant Skin Care says, “[Live Shopping] is a great blend as it allows brands to be authentically you and bring more of a community atmosphere, it’s not about a hard sell all the time”.
They look forward to growing the way they want to grow, for another 72 years making women and men feel beautiful and confident at every age.
When advising other brands Grant-Witz says, “Live Shopping is amazing, digitally and as an omnichannel service, it’s amazing." She says, brands shouldn’t dismiss it as cheap or of lesser value in terms of quality.