NEW YORK — Clarins is celebrating its golden anniversary by introducing a product formulated for women born at the time of the brand.
Launching in September in the U.S., Super Restorative Serum, the brand’s new entry for mature skin, is targeted at 50-plus women and is designed to fight against the effects of hormonal changes on the skin, noted Joseph Horowitz, president and chief executive officer of Clarins Group USA.
“In a business where our sense of social contribution comes from making people feel a little better about themselves, particularly at stressful times, it is always a gratifying moment with extra pleasure when a real need can be addressed with a real product breakthrough,” said Horowitz.?“Clearly, the hormone deficiency at a certain age creates a real need in skin care and this product of ours is a true helper.”
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The serum’s two key plant ingredients are pueraria lobata, an ivy from America and Asia, and pelvetia, an isoflavone-rich seaweed found off the Brittany coast. Together, the ingredients are said to work on a cellular level to promote more youthful-looking skin. The ingredients are intended to help reactivate the synthesis of protein in the dermal layer, which is said to help improve skin’s density, smoothness and suppleness. In addition, the serum contains a cocktail of ingredients, including thyme, rosemary, butterfly bush and khaki calyx, intended to help neutralize free radicals and keep collagen fibers strong. The product’s parsley extract is designed to help minimize and prevent dark spots on the skin, as well as drain and detoxify the skin.
Caroline Pieper-Vogt, vice president of marketing for Clarins Fragrance Group, noted that the product will be sold with instructions for a facial massage that is intended to maximize the benefits of the product.
Super Restorative Serum, which will be available in Clarins’ 1,200 U.S. department and specialty store doors, will retail for $110 for a 1.7-oz. bottle in the U.S. None of the executives would comment on projected sales for the product, although sources estimate that it would do upward of $10 million at retail in the U.S. in its first year on counter and that about $2 million would be spent on advertising and promotion.
Pieper-Vogt noted that print advertising for the product will break in September magazines. “We are concentrating on more mature and affluent readers for this launch,” she said, noting that the media plan includes Town & Country, O and Gourmet. “A special stitch-in card will accompany each ad, inviting readers to come to a counter for a complimentary sample,” she added, noting that about 500,000 samples will be distributed during the launch period.
The new serum isn’t the only surprise that the brand has for mature skin this fall — Clarins also will launch Extra Firming Body Cream, a two-in-one treatment intended to moisturize and tighten skin, in October. A more heavy-duty sister to the brand’s existing Firming Body Cream for younger skins, the new product’s key ingredient is agrimony, which is said to help speed up metabolism in the skin by increasing microcirculation and encouraging the drainage of toxins. The new product also includes ironwood, said to firm and strengthen skin; tiger grass, to increase the quantity and quality of elastin and collagen in the skin, and peach and water lily extract, for increased hydration and skin softening. It retails for $58.50 for a 200-ml. jar.