NEW YORK — Clarins plans to add a little light to its skin care assortment this summer.
With Bright Plus, a new collection of skin care products set to launch in the U.S. in August, the brand is aiming to combat factors that cause
hyperpigmentation.
It’s all part of an effort, said recently named Clarins brand president Eric Horowitz, to “address the changing face of America.”
“We want to expand existing ranges, but also define new category opportunities,” noted Horowitz, who said that growing the brand’s facial skin care range has been and continues to be a priority, and noted that the brand has been growing at a “double-digit rate” for the last 11 months.
Recent launches of the company’s men’s range and its Super Restorative range were introduced with this idea in mind, and Horowitz said he hopes to speak to an even broader audience with Bright Plus.
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The four products in the line, intended to be used as a complete system, are formulated to give skin a brighter appearance and to address issues such as uneven complexion due to such causative factors as sun damage, dark spots, age spots, pregnancy and hyperpigmentation, said Horowitz. The products also contain the brand’s proprietary Lock-Around System, which is said to form a protective shield around skin cells and melanocytes.
Key ingredients in the products include vitamin C, said to block the transformation of melanin production and stimulate cellular renewal; raspberry extract, intended to slow down melanin formation and brighten and tone skin; Japanese mandarin, said to reduce and prevent surface spots, and grapefruit, intended to promote exfoliation.
The Bright Plus lineup comprises Brightening Serum, to reduce dark spots and restore an even complexion, $55 for 1-oz.; Repairing Brightening Night Cream, aimed at brightening skin while the customer is sleeping, $55 for 1.7 oz.; Hydrating Brightening Lotion SPF 20, a daytime moisturizer, $50 for 1.7 oz., and Target Zone Brightening Corrector, a roll-on spot treatment, $30 for 0.33 oz.
Lionel De Benetti, director of scientific research for Clarins, noted that the products will begin to show results in anywhere from 15 to 25 days but that they “must be used every day. It’s exactly like a drug. To be really active, the product must be used regularly.”
Though Clarins executives declined to comment, sources estimated that Bright Plus could generate as much as $10 million at retail in the first year and estimated that approximately $3 million will be spent on advertising and promotion in the same time frame.
Bright Plus will be rolled out in Clarins 1,200 U.S. department and specialty store doors with about one million samples, 20 million billing inserts and an estimated 10 million catalogue stitch-ins and blow-ins. Print advertising for Bright Plus will break in September magazines. The visual, shot by Eric Traoré, features a model’s face, with a tag line at the bottom that says: Get Even with Your Skin.
— Kristin Finn