Featuring: Elsie
Summary
Elsie describes her skin as generally normal but prone to dehydration, making hydration the central focus of her skincare routine. From cleansing oils and hydrating serums to regular facials and aesthetic treatments, she prioritises products and procedures that help maintain skin moisture, radiance and a healthy-looking glow.
Meet Elsie: Normal Skin with Signs of Dehydration
Elsie considers her skin to be relatively normal, but says she has been told it is dehydrated.
As a result, her skincare routine centres on maintaining hydration and supporting skin health through both at-home products and professional treatments.
Pull quote:“It’s probably normal, but dehydration, I think.”
A Hydration-Focused Skincare Routine
Elsie follows a structured skincare regimen that focuses on cleansing, exfoliation and moisture retention.
In the morning, she uses:
- Elemis cleansing oil wash
- Hydrating serum
- Vitamin C product
- Moisturiser
- Eye cream
In the evening, she prefers a cleansing balm, often using products from brands such as Elemis. She also uses a warm flannel or muslin cloth to help gently exfoliate the skin.
To maintain skin texture, she exfoliates once or twice a week.
Pull quote:“I always use a serum… apparently that is the thing that is better than a facelift.”
Regular Facials Remain Part of Her Routine
Alongside her daily skincare regimen, Elsie schedules professional facials approximately every six weeks.
These appointments often influence her product purchases, as she admits she is frequently persuaded to buy products recommended during treatments.
Pull quote:“I tend to buy them when I go for a facial.”
Exploring Treatments Beyond Traditional Skincare
Unlike some consumers who rely solely on topical products, Elsie has explored several aesthetic treatments over the years.
She has received Botox treatments for around a decade, typically once or twice a year for maintenance. However, she says her perspective is beginning to change.
While she appreciates the results, she feels Botox may be altering her facial appearance and is now considering alternatives.
One treatment she continues to value is Profhilo, a hyaluronic acid-based injectable designed to improve hydration and radiance.
Pull quote:“I find that really makes your skin glow.”
Laser Treatments Offer a New Alternative
More recently, Elsie has started laser treatments and has already noticed positive results.
After a single session, she says the lines around her eyes appeared significantly reduced, prompting her to consider laser treatments as a longer-term alternative to Botox.
This reflects a broader consumer shift towards procedures that focus on skin quality and rejuvenation rather than muscle relaxation alone.
What She Wants From Skincare Products
If Elsie could create her own skincare product, it would prioritise texture and sensorial experience.
Her ideal cleanser would be:
- Jelly-like in texture
- Oil-based
- Rich and substantial
- Suitable for facial massage
- Easy to work into the skin
She prefers products with weight and substance, avoiding watery formulations.
Pull quote:“I like quite thick products. Nothing too watery.”
Key Takeaways for Brands
- Dehydration remains a key concern even among consumers with otherwise normal skin.
- Hydrating serums and rich cleansing products continue to resonate strongly.
- Regular facials influence both product discovery and purchasing decisions.
- Consumers are increasingly evaluating alternatives to long-term Botox use.
- Texture and sensorial experience remain important drivers of product preference.
