Clarins has big hopes for Thai market
France-based Clarins, a world-leading cosmetics and skin-care company, aims for Thailand to become its biggest market in Asean in the near future while experiencing a growing number of younger customers in the Kingdom.
Usara Yongpiyakul, vice president of Clarins’ cosmetic and import brand division, revealed that the company’s sales in Thailand now ranked second in Asean behind Singapore.
Though Usara said the overall cosmetics and skin-care market this year would drop slightly here due to the impact of the political crisis during the second half of the year, it was expected to return to positive growth next year.
She said there was no one-size-fits-all answer to skin care, and over the past two years Clarins had been developing product textures specifically for Asian women such as Clarins Extra-Firming Eye Complete Rejuvenating Cream and Shaping Facial Lift Total V Contouring Serum.
In addition, Clarins had also redesigned packaging to be more attractive.
“There are different lifestyles between European and Asian women including eating habits and exercise,” she said.
“As a result, development of product textures and formulas is essential to optimise treatment effectiveness. Next year, there are more product lines available for Asian women.”
Usara said that thanks to solutions for Asia, modern packaging, communication and marketing strategy via the digital media and affordable prices, Clarins was gaining popularity among the young women in the region.
She said to mark Clarins’ 60th anniversary this year, the company had produced a limited edition of its three most famous products: Double Serum, Plant Gold and Facial Lift. Some 60,000 pieces will be available worldwide until January.
With Double Serum, she said Clarins was the first brand to develop a comprehensive anti-ageing treatment combined with hydrosoluble and liposoluble ingredients.
Plant Gold had been recognised as the best intensive 100 per cent pure-plant extract and essential-oil product, while the Shaping Facial Lift was the No.1 serum in Asia because it created perfect V-shaped contours from every angle.
Moreover, Usara said Clarins was committed to responsible beauty with respect to natural ecology and biodiversity conservation.
Since 1985, she said Clarins had supported replanting initiatives in various countries. This year, it supported 60,000 trees being planting in three northern provinces in Thailand as a part of its anniversary celebration.
The plantation was part of Clarins’ initiative to reduce greenhouse gas emissions.
Jacques Courtin-Clarins created the Clarins brand in 1954 and devoted his life to the beauty of women. Now his two sons carry on the Clarins beauty legacy.
Usara said Clarins was among the first companies to foresee the extraordinary potential of plants for cosmetics.
As a pioneer in cosmetics, she said Clarins Laboratories must rise to the challenge of finding the part of a plant that can fulfil a specific beauty need.
After delivering Plant Treatment Oils, the first product formulated with 100 per cent natural pure-plant extracts for the face and body, Clarins had gone on to develop products from over 250 plants.
In addition to the 100 per cent natural pure-plant extracts, listen to women and scientists had always been the pillars of Clarins’ philosophy.
Usara said the company’s Client Card, which was inserted in every package, was an essential link between Clarins and its customers.
Clarins listened to women in order to understand their needs and invent the right solutions.
Moreover, Clarins pioneered its exclusive application method for each product to enhance the treatment and optimise results.
Usara said that besides cosmetic and skin-care products, the company aimed to expand its Clarins Spa in Thailand from the current five outlets.
She said customers experienced a unique new massage method that would revolutionise traditional body and face treatments.
