WWD.com/fashion-news/fashion-features/clarins-raises-level-of-intensity-550529/
government-trade
government-trade

Clarins Raises Level of Intensity

Will 21 be a lucky number for Clarins? If its executives have their way, the brand's new Intensive Age-Control Brightening Program, a 21-day regimen designed for a wide spectrum of ages, will hit the jackpot.

NEW YORK – Will 21 be a lucky number for Clarins? If its executives have their way, the brand’s new Intensive Age-Control Brightening Program, a 21-day regimen designed for a wide spectrum of ages, will hit the jackpot.

“Intensive Age-Control really speaks to the best of Clarins,” said Eric Horowitz, president of the Clarins brand division of Clarins Groupe USA. “It combines the best of science and naturals, and although it hits the highest price point in our basic business, we believe that consumers will react very strongly to this.”

Intensive Age-Control will retail for $140 and will be launched in some 1,200 U.S. department and specialty store doors in April. Although Horowitz declined to discuss sales projections, industry sources estimated that Intensive Age-Control could do $7 million in first-year retail sales in the U.S.

The two-step regimen consists of Age-Control Concentrate and Brightening Concentrate, said Caroline Pieper-Vogt, senior vice president of marketing for Clarins. Among Age-Control’s key ingredients are glistin, a proprietary blend of amino acids said to rejuvenate nerve endings in the skin, combined with lotus zymbiosome, which is designed to help curb the uncontrolled production of melanin that happens naturally with age. Alistin is intended to boost the production of collagen fibers.

The second step, Brightening Concentrate, contains two stable forms of vitamin C, said Pieper-Vogt. Rapid action vitamin C is delivered upon application, while vitamin C in a long-release form is the second component; they are delivered via the proprietary Exclusive Super-Activated Lock-Around System, she said. Also included are extracts of raspberry, grapefruit, Japanese mandarin and strawberry for their brightening properties. Both regimens are designed to be applied in the evening.

National print advertising will break in April fashion, beauty and lifestyle magazines, and the brand also plans intensive promotion at the counter.

This story first appeared in the December 30, 2005 issue of WWD.  Subscribe Today.