Clarins Soaks Up the Sun

NEW YORK — In April, Clarins is giving new meaning to the phrase “living in a bubble” with UV Plus Protective Day Screen SPF 40, which is said to form a protective layer on the skin’s surface. <BR><BR>“It’s like an...

NEW YORK — In April, Clarins is giving new meaning to the phrase “living in a bubble” with UV Plus Protective Day Screen SPF 40, which is said to form a protective layer on the skin’s surface.

“It’s like an invisible beauty bubble for the skin,” said Caroline Pieper-Vogt, senior vice president of marketing for Clarins. “It’s an antiaging product, not in the fact that it’s corrective, but in that it’s shielding your skin every day from all of the factors that contribute to aging.”

UV Plus is being touted by the company as the first protective face product that can be used on a daily basis, year-round. It is said to protect skin from a variety of environmental combatants, including UVA, UVB, infrared rays and pollution.

While other SPF products are meant to shield skin from prolonged exposure to the sun, like a day spent on the beach, UV Plus is meant to protect skin from periodic exposure to the sun — instances when a consumer might stand at a bus stop or walk to a subway station.

In addition to SPF 40, UV Plus contains white tea extract and mineral screens, which are said to remain on the skin for a prolonged amount of time, providing protection from sun damage and hyperpigmentation. The product is meant to be worn specifically over regular day cream and under makeup.

Pieper-Vogt thinks UV Plus will answer a question that many female consumers have been asking as of late: If I’m supposed to wear an SPF every day, which product provides the best protection? “Many of our customers’ dermatologists tell them to use a high-level protection every day, but sun products don’t feel like the kind of product you want to wear every single day under your makeup,” she said.

UV Plus will be available in all of Clarins’ 1,200 U.S. department and specialty stores and will retail for $36.50. While Clarins executives would not comment on projected sales for the product, industry sources estimate it could bring in up to $4 million in first-year sales, with $1 million spent on advertising. It will be supported with print ads in the April, May and June issues of national magazines.

This story first appeared in the January 28, 2005 issue of WWD.  Subscribe Today.

Speaking of safe sunning, March will see the introduction of Clarins’ sixth entrée in the self-tanning category: Liquid Bronze Self Tanning for Face and Décolleté, $28. Featuring a nonsticky, liquid texture and a jasmine and violet fragrance, Liquid Bronze was developed to be applied with a cotton pad, to provide even coverage and to avoid unwanted color under fingernails or on hands, according to Pieper-Vogt.

Liquid Bronze contains aloe vera and a fast-drying formula, which allows the product to be reapplied as often as desired. This way, said Pieper-Vogt, consumers can create either a subtle or a more dramatic tan, depending on preference. Sun products make up a total of 16 percent of Clarins’ overall skin care business, according to the company.

And in May, Clarins will launch its summer color collection, which will include the brand’s first mascara launch in years, Wonder Volume Mascara. Retailing for $22, the formula contains shaping polymers for thickening, acacia extract, to “pump up” the lashes, according to the company, and plant waxes that are said to provide the lashes with a protective coating. As well, Wonder Volume’s cylindrical brush is said to evenly distribute the right amount of product with each application.

Wonder Volume will be available in three colors: Wonder Black, Wonder Brown and Wonder Violet.

Additional entries in Clarins’ summer collection are Le Rouge Sun-Sheer Lipstick, $18.50, a sheer color containing shea butter that comes in four shades, and Sunshine Powder Compact, $32.50, a subtle bronzing powder available in two shades. Both the lipstick and the bronzer are in golden-colored, summery packaging. “[The look] emphasizes bronze and the idea of having that wonderful summer look you can keep going all year round,” said Pieper-Vogt.