PARIS — Clarins began introducing this week its fourth eau de soins (treatment fragrance), called Eau des Jardins.
This story first appeared in the May 4, 2010 issue of WWD. Subscribe Today.
The Groupe Clarins-owned brand also has Eau Dynamisante (the invigorating fragrance) from 1987, Eau Ressourçante (the rebalancing fragrance) from 2003 and Eau Ensoleillante (the sunshine fragrance) from 2007.
Certain features link all of the eaux de soins, according to Clarins president Isabelle Herbreteau. For instance, each blends fragrant plants with those boasting aromatherapy and phytotherapy benefits.
Clarins worked with an International Flavors & Fragrances perfumer on Eau des Jardins. In a first for one of its eaux de soins, Clarins utilized gemmotherapy, an herbal therapy using extracts of plants’ buds or rootlets. Specifically, Eau des Jardins’ formulation contains extracts from buds of beech, black currant and mountain ash billed to help moisturize, soften and brighten skin.
Eau des Jardins also includes essential oils of grapefruit, lemon, bergamot, orange, mint, bay leaves, rose, cedar, patchouli, vetiver and white musks.
An advertisement for the scent featuring its bottle will mostly appear in U.K. publications in single-page format.
Eau des Jardins is to be introduced worldwide, save for Asia (apart from Japan), beginning in May. A 100-ml. spray bottle will retail in France for 46.80 euros, or $62.63 at current exchange.
Clarins executives would not discuss projections, but industry sources estimate Eau des Jardins will generate 12 million euros, or $16.3 million, in retail sales during its first year.
Industry sources also estimate the eaux de soins line rings up 5 percent of the Clarins brand’s overall revenues and that half of that business stems from Eau Dynamisante. France and the U.K. are Clarins’ strongest markets for eaux de soins; together, the two countries generate 40 percent of those products’ sales.