Clarins celebrates beauty with women worldwide
Country Business Reports interviews and articles by Discovery Reports www.discoveryreports.com
Every culture has its particular ideal beauty standards. Groupe Clarins values diversity and recognises that these differences are what make every woman uniquely beautiful. For 60 years, Clarins has shown its support to women all over the world by celebrating beauty, and has dedicated itself to listening to their needs when it comes to natural skin and body care products and cosmetics.
A renowned name in luxury skincare, Clarins was established by Jacques Courtin-Clarins in 1954 as a beauty institute offering spa services. Using the specially formulated massage oil with slimming properties developed by its founder, the Clarins Spa has gained a loyal following among women.
The oil, which increased the effectiveness of skin-firming massages, delivered results that exceeded expectations. Due to the oil's popularity, Jacques Courtin-Clarins started marketing the oil outside the spa.
"Initially, my father had reservations about selling the oil outside the spa because he did not want to lose direct communication with customers. It was important for him to keep listening to women," says Dr Olivier Courtin-Clarins, president of the managing board.
Keeping communication lines open, Clarins inserted customer cards into its product packaging to gather feedback - valuable information that helps fuel the company's product development.
For family-owned and operated Clarins, there is science to beauty. The company focuses extensively on research and development (R&D) to create bold innovations that have been Clarins' signature since its founding.
Using oils for its products, Clarins studies more than 250 plants in its herbarium to understand how to infuse plant properties into cleansers, toners, moisturisers and serums.
Aside from creating new products, Clarins uses its latest laboratory findings in improving existing product formulations and to adapt to evolving skincare needs. One example is the reformulation of the Double Serum, the age-control concentrate powered by 20 pure plant extracts, to suit Asian skin. Clarins has had great success with the serum in Asia and has sold more than 3 million bottles.
Going beyond its plant research, Clarins also delves deep into genomics. In understanding this area, Clarins can further tailor products to help keep the effects of ageing on skin at bay and develop formulations that better suit the different skin types of its global clientele.
Clarins' network of R&D centres in Europe, the United States and Asia enables the company to respond to trends in different markets. In Asia, the company works with R&D centres in Singapore and China.
The company has a dedicated Asian committee to assess the rapidly growing market. Clarins is keen on developing partnerships in Japan, as it is among the most sophisticated skincare and cosmetics markets globally. Clarins also plans to invest in creating greater brand awareness in other Asian countries such as China and South Korea.
Clarins stands to expand its already extensive plant knowledge through its immersion in China's culture of traditional medicine. In its China R&D centres, Clarins works with Kunming University and is open to working with more universities to study more plant varieties and their uses.
Clarins aims to increase its market share in China from 6 per cent to 12 per cent in five years. To achieve this vision, Clarins plans on establishing more boutiques and spas where customers can get closely acquainted with Clarins products and beauty consultants. It is strengthening its marketing initiatives in the country through print, outdoor and internet advertisements, and pouring more investments into the spa business. The company is expanding its sales network as well, making its products available on e-commerce site T Mall to complement its presence in 140 department stores and spas.
"We want to speak more with Asian customers to understand what they really want. If they seek the best in skincare, Clarins is the answer," Courtin-Clarins says.