LONDON — Clarins is about to add a youthful bloom to its skin care portfolio.
This story first appeared in the January 8, 2010 issue of WWD. Subscribe Today.
Starting this month, the French beauty brand will introduce Daily Energizer, a five-unit treatment line concocted with consumers between 18 and 25 years old in mind.
“The beauty industry has targeted the antiaging category so much that it has perhaps forgotten a little the young generation in today’s perfumeries,” said Clarins president Isabelle Herbreteau. “Clarins’ mission is to educate our customers. We aim to attract the young generation to prestige and qualitative skin care.”
Herbreteau added the company also means to help young consumers to learn about and enjoy using a complete beauty routine.
Clarins developed Daily Energizer specifically to suit young women’s skin care preferences. The line includes Cleansing Gel, a foaming wash, which includes moringa extract to counteract the effects of pollution. Wake-Up Booster, a lotion meant to be applied after cleansing, is said to tone and refresh skin while improving radiance, thanks to a cocktail of green coffee, red currant, white tea and cocoa extracts. The line’s moisturizing offer comprises a cream-gel, a cream and a lotion with SPF 15. Their formulations include vitamin C, turmeric, alchemilla and ginkgo biloba.
“The line addresses ladies in between their teenage problem of acne and their first signs of aging in their Thirties,” said Herbreteau. “During this time, young women usually do not have major skin problems — they [want] a balanced and perfect [complexion] without little imperfections.”
According to Herbreteau, the idea was to make prestige treatment formulations available at prices adapted to young women’s budgets, too. Product sizes are slightly smaller than is traditional for Clarins, for instance, allowing for accessible price points.
“Many of them are not 100 percent convinced that they need skin care, so we need to motivate them and give them products at a price that means they don’t have to sacrifice anything else,” she said.
In France, a 75-ml. tube of Cleansing Gel will retail at 13.52 euros, or $19.36 at current exchange; a 125-ml. bottle of Wake-Up Booster will run for 20 euros, or $28.64, and the moisturizers will each be priced at 31.81 euros, or $45.53, for 30 ml.
To reach Daily Energizer’s target audience, Clarins will plough 80 percent of the line’s advertising budget into online marketing. Ads will include the strap line, “My First Clarins.”
Samples, including sachets, also will be used to promote the line, which industry sources estimate will generate $25 million to $30 million in its first year on counter.
Daily Energizer will bow in Europe, except the U.K., this month. It will be introduced in the U.S. and Asia next year.