Clarins targets the younger Thai consumer

03-Dec-2014 - Last updated on 02-Dec-2014 at 15:17 GMT

As sales in Thailand ranked second in ASEAN behind Singapore for Clarins, the brand is now concentrating its efforts on attracting younger consumers.

Investing in modern packaging, communication and marketing strategies via the digital media and affordable prices, the luxury skin care group has started to gain momentum with younger consumers.

According to the vice president of Clarins' cosmetic and import brand division, Usara Yongpiyakul, the brand has redesigned its’ packaging and has been developing formulations specifically for Asian women.

In the last two years Clarins has launched a ‘Extra-Firming Eye Complete Rejuvenating Cream’ and a ‘Shaping Facial Lift Total V Contouring Serum’.

"As a result, development of product textures and formulas is essential to optimise treatment effectiveness. Next year, there will be more product lines available for Asian women," Yongpiyakul told the Asia News Network.

Specialised products for Asia

To mark its' 60th anniversary the company is launching a limited edition of three of its' most famous products: Double Serum, Plant Gold and Facial Lift, of which 60,000 pieces will be available worldwide until January.

The Double Serum claims to be the first anti-ageing treatment to include hydrosoluble and liposoluble ingredients.

The Plant Gold has been recognised as the best intensive 100% pure-plant extract product, while the Shaping Facial Lift was voted the No.1 serum in Asia because it created perfect V-shaped contours from every angle.

China also a big market for the brand

With its enormous population of 1.4 billion and rapidly emerging middle class, China also represents a major opportunity for Clarins, who has gained 5,000 to 10,000 new subscribers per month in 2013 and reports a higher average order value in the country than in Europe or the U.S. by as much as 30 %.

While these sales still represent a relatively small portion of overall sales in the country, China is one of the world's fastest growing markets, and according to Forrester Research; “Online retail is expected to grow from $169.4 billion in 2012 to $356.1 billion by 2016, surpassing U.S. e-commerce sales.”

Despite the company's products being available via popular Mainland commerce sites like Taobao and T-Mall, the E-Commerce manager says it had a strong desire to establish a more official, direct connection with its customers that would provide it with direct control over pricing and brand presentation.

According to Chiavassa, although the website is expected to become the largest Clarins store in China, it is also a country that is still relatively closed to the outside world for both cultural and political reasons which presented several challenges back in 2012.