CLARINS REINFORCES EYE CATEGORY
Byline: Alev Aktar
NEW YORK — Clarins is firming up its treatment business this fall with two new products formulated to keep the delicate eye area looking young.
Extra-Firming Eye Contour Serum and Extra-Firming Eye Contour Cream will be launched in some 900 U.S. department and specialty stores in September. They are part of Clarins’s Extra-Firming skin care franchise, which includes Extra-Firming Day Lotion SPF 15 and Double Serum 38. With the addition of the two eye products, there are now eight items in the line.
“Our tradition is very specific products for very specific concerns,” noted Joseph Horowitz, president of Clarins USA.
The serum, which was formulated for day use, is meant to reduce under-eye puffiness and the appearance of dark circles, and tone, firm and moisturize the skin. It also helps protect the skin from pollution and free radicals.
It contains Clarins’s exclusive antipollution complex and the company’s exclusive protein and polysaccharide complex that promotes cellular renewal, as well as pineapple and papaya extracts, vitamin E, and mica and titanium, which serve as soft-focus pigments.
The cream, for night use, was developed to minimize the appearance of wrinkles and smooth, even, tone, moisturize and firm the eye contour area. It is formulated with Clarins’s exclusive protein and polysaccharide complex, chicory extract, butchers broom root extract and the company’s exclusive blend of Noctoferrine, vitamins C and E, to provide protection against free radicals.
Each will be priced $42.50 for a 0.7-oz. airless pump container.
According to Horowitz, the two products together could represent about six percent of Clarins’s retail sales in the U.S. in 12 months. Sources estimate that the company generates some $120 million at retail, so that would mean the two products together could rack up $7.2 million.
The items will be supported by a print advertising campaign in national magazines with a “call to action” inviting customers into stores to pick up trial sizes, as well as 20 million statement enclosures, each of which also has a call to action.
In addition, there will be mailers, in-store sampling and Clarins’s team of skin care specialists explaining the products to customers while administering free facials.