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Clarins

Clarins

Company: CLARINS SA

Brand value: US$1,106 million

Headquarter city: Paris

Industry: Personal Care

Year formed: 1954

The high-end beauty brand known for its distinctive red and white packaging and its iconic Double Serum was founded in Paris by Jacques Courtin-Clarins. The Clarins business began with a massage oil designed to firm the skin, and the range now includes skin care, makeup and fragrance products. New products are developed at Clarins’ own laboratories, and all of the brand’s products are made exclusively in France. Clarins is available around the world, and the brand’s owners have stated their intention to grow the international part of the business, in particular to expand in the US and China and become less reliant on European markets. Clarins owns its own retail stores, frequently combined with a spa, and sells direct to consumers online, but its main sales channels are perfumeries and department stores. Unlike most of its competitors, Clarins does not use high-profile brand ambassadors; in its 2016 «You before everything else» global campaign, it featured images of everyday but aspirational women, with a particular focus on older women who feel happy in their own skin. In the past year, Clarins has relaunched one of its most popular lines, the Multi-active range, with a focus on digital communications, particularly Facebook. The brand has always had a strong focus on CRM, linking sales with customers of its spas. It now has a CRM app, My Red Thread Beauty, which provides beauty advice. The Clarins company was delisted from the Paris Stock Exchange in 2010 when descendants of Jacques Courtin-Clarins took the business back into family ownership. Several family members are currently on the group’s board of directors.