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Groupe Clarins is aiming to boost its Clarins Men business in the U.S. by 50 percent this year with the addition of five new facial skin care products.
Two of the items are for the eyes, while the remaining three are for the face and neck — and the quintet could combine to generate almost $2 million in retail sales in its first year on the market.
The items, which are set to launch in April, feature new formulations and packaging. Typically, Clarins Men’s products have featured white packaging, but the five new items are blue with silver accents, which was intended to give them a high-tech feel.
Caroline Pieper-Vogt, senior vice president of group business development, termed the initiative “a reinvention and reintroduction of key [Clarins] men’s products.
“Men’s skin care is advancing,” she said, “and men’s knowledge of skin care is advancing.”
The products’ primary packaging features a clear outer layer and either light or dark blue inner layers, a combination meant to lend depth to the appearance of the items.
The seven-year-old Clarins Men collection features 19 stockkeeping units, including the new range, which is segmented into products for younger guys and more mature men.
For the younger demographic, there are Revitalizing Gel, 50 ml. for $36, and Anti-Fatigue Eye Serum, 20 ml. for $29. And for more mature men, there are Line Control Balm and Cream, both 50 ml. for $52, and Eye Balm, 20 ml. for $35.
“Revitalizing is for maintenance for the younger set in their 20s and 30s,” said Pieper-Vogt, while the line-control items are geared more toward “men concerned with aging, in their 30s, 40s and 50s.”
The products were designed with a bevy of ingredients such as bison grass, which is said to provide “stimulating and comforting effects,” according to the firm’s marketing materials, and purslane, which is used to soothe and soften the skin. Galanga is employed to also purportedly stimulate the skin. Ginkgo biloba is said to “minimize the appearance of dark circles and puffiness around the eyes.”
The spring launch will see the new Clarins Men items reach shelves in about 1,200 stores, including Saks Fifth Avenue, Macy’s, Bloomingdale’s, Nordstrom, Dillard’s and Belk, as well as Clarins’ three spa-boutiques in New York City.
An international rollout is to coincide with the U.S. launch. To support the introduction, some 200,000 samples of the product will be disseminated in U.S. stores and online.