Clarins targets Millennials

Clarins, the 65-year-old French cosmetics brand, has launched a skincare line targeting 20-somethings for the first time.

Sold in in salons, department stores and high-end pharmacies in 140 countries around the world, Clarins’ plant-based skincare products normally attract female consumers aged 30 and above.

Called My Clarins, the new line features nine vegan skincare products  ‒ two cleansers (Re-Move Micellar Cleansing Milk and Re-Move Purifying Cleansing Gel), Re-boost Day Cream (formulas for normal skin, dry skin and combination/oily skin),  Re-Charge Sleep Mask, Re-Fresh Beauty Mist, Clear-Out Target Gel and the Pore-Less Blur and Matte Stick.

According to Clarins, the new range, which is packaged in recycled materials, contains “only the best ingredients that nature has to offer”.

The formulas “are full of plant and fruit extracts” such as “energy-boosting organic goji berry extract, detoxifying moringa extract, radiance-boosting acerola seed extract, hydrating fig extract and mattifying strawberry tree fruit extract”.

In addition they also contain the company’s “new Healthy Skin [In & Out] Complex made up with nourishing organic coconut water and detoxifying alpenrose extract” to help skin “soak up the good (hello vitamins and minerals) and banish the bad (bye bye pollutants and impurities)”.

“After years of refining, we’ve developed vegan skincare that’s steeped in 88 percent ingredients of natural origin.”

Clarins moves into the younger market follows Clinique’s launch of Clinique iD – “a customised hydration system” built around its renowned Dramatically Different Moisturizer to target a “new generation of customers” – in December.

The 50-year-old American company’s new line enables customers to create their own custom-blend hydrator by selecting a base (Dramatically Different moisturizing lotion, oil control gel or hydrating gel) and a concentrated active to target their main skin concern (Irritation, Fatigue, Pores & Uneven Skin Texture, Uneven Skin Tone or Lines & Wrinkles).

The cartridge containing the active is then inserted in the bottle containing the Dramically Different base so that it can be dispensed in precise doses whenever the customer uses the product.

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