Today I take immense joy in announcing the name of and first peek at my skin care line, Go-To.
Since we’re still a fair way off launch, this is really just me sharing the name and giving you a little snizz at what the products look like, care of the image below which features Lips! our lip wizard.
Why the name Go-To? Because Clinique was taken. Also, I found that during the creation and manufacturing process I was constantly describing the products in the following ways: “This is, like, the essential, foolproof, go-to moisturiser,” or “it needs to be girls’ go-to exfoliator” or “this is the perfect go-to travel product” or “I’m exhausted can I go-to the cafe and get a coffee now?”
“I love this lip balm. So much.”
– Zoe’s lips.
As I explained in this initial blog last month, the products and range thereof have very much been formulated to act as your skin care basics. The simple, reliable foundation products you rely on and need to maintain healthy, happy, glowing skin. By all means bring inject those power serums and peels and masks and treatments that you love, but also feel a bit smug knowing Go-To has got your back when it comes to the necessities of daily skin maintenance.
And that’s my version of daily skin maintenance, by the way – a fussy beauty editor of 10 years who has a strong/educated/totally inflated opinion about what she knows works, what women feel comfortable using and what the modern woman’s skin actually needs. So, hydration, yes, but also protection from ageing and skin discolouration in the form of powerful anti-oxidants. Some gentle AHAs for foolproof, effective exfoliation. And a cleanser that will actually remove all that primer and sunscreen and long-wear makeup I keep telling you to use.
As well as being effective, I went to great (some might say “annoying”) lengths to ensure each product was perfectly natural. Zero nasties. No palm oil, (obviously) no petrochemicals, PEGs, mineral oils, parabens, sulfates, silicones, GMOs, synthetic colours or fragrances. There has been no animal testing of any kind, except on me. (And sometimes Meowbert cos he gets dry lips.)
So there you have it! Millions more details to come of course, but for now, this is Go-To skin care. Officially on sale April 1, a date that I am assured people take very seriously. You can start stalking us gently on Facebook, Twitter, Instagram and Plangscootch too, if you like.
(… Full details on our fun pre-order campaign coming early next week!)