Clarins Global Travel Retail is the division within the brand that focuses on its presence and sales in the travel retail sector.
According to the brand, travel retail is a critical channel for Clarins, both strategically and commercially, as it plays a key role in showcasing innovation, engaging with a discerning international audience, and recruiting new consumers.
“As part of our broader omnichannel strategy, travel retail complements our direct-to-consumer (DTC) and premium retail footprint by offering accessibility to our high-performance skin care in an elevated brand environment,” Clarins told CosmeticsDesign-Asia.
The brand has four main lines available in global travel retail, namely Hydra-Essentiel, Multi-Active, Super-Restorative, and the newly relaunched Extra-Firming.
Powered by Clarins’ [Collagen]³ Technology, the Extra-Firming range is aimed at restoring collagen reserves by targeting its quantity, quality, and structure.
Based on a consumer test involving 109 women with all skin types who used the Extra-Firming Day Cream and 107 women with all skin types who applied the Extra-Firming Night Cream, the products brought about visibly firmer skin in seven days.
An ex vivo test conducted on photoaged skin explants, which measured the amount of quality and well-structured collagen, found that collagen reserves were replenished by 53%.
In addition, a clinical evaluation by a dermatologist on 30 women after two months of applying the Extra-Firming range proved that it resulted in an additional 32% visible firmness, 42% plumper cheeks, 25% more defined face contours, and a 15% reduction in nasolabial folds.
“The formula features a powerful trio of pro-collagen key ingredients — collagen polypeptide, which supports collagen synthesis for improved skin resilience; pecan tree extract, which helps protect collagen from degradation; and mitracarpus extract, which boosts skin elasticity for a smoother, more defined appearance.”
The relaunch also features a new eco-friendly packaging, with this being Clarins’ first refillable cream jars said to reduce environmental impact by 84%.
“Clarins’ product development philosophy is built on a relentless pursuit of improvement. As a strategic line globally, the Extra-Firming range reflects our ongoing innovation efforts —both in formula and sustainable packaging — to deliver best-in-class skin care solutions.”
This series comes in an array of seven textures tailored to different needs and skin types.
“From comforting day and night creams to a sunscreen with SPF15 protection, a treatment essence, and a lightweight emulsion, each texture is crafted to melt effortlessly into the skin, leaving it velvety-smooth with a natural, radiant finish.”
Omnichannel approach
As part of the worldwide launch of the Extra-Firming range, Clarins has embarked on a multi-channel marketing strategy, spanning hotels, beverage outlets and its stores, to create “meaningful and memorable” experiences for travellers.
Leveraging the rising trend of immersive role-play experiences, the brand unveiled its Clarins City Quest in Sanya, China that fuses skin care education with entertainment.
“Designed to engage travellers across key touchpoints in Sanya, the Quest invites travellers to go on a fun and rewarding journey to discover the scientific innovation behind the Extra-Firming range, which is brought to life by three unique experience stations, each spotlighting a key ingredient or technology in the formula.
“It not only celebrates the brand’s scientific advancements, but also deepens emotional engagement with consumers in one of travel retail’s most strategic locations.”
For instance, Clarins City Quest installations can be found in lobbies of major hotels in Sanya, where travellers could discover how pecan tree extract helps preserve collagen quality and receive a skin care trial kit.
The brand has also partnered with popular tea drinks brand Chagee to extend the experience to a lifestyle setting.
By purchasing a co-branded beverage and completing a collagen-themed crossword challenge, travellers can learn about the role of collagen polypeptides in boosting skin firmness. Similarly, participants are rewarded with a Clarins skin care trial kit and a limited-edition collaboration phone strap.
At select Clarins boutiques, travellers can complete a collagen jigsaw puzzle to earn a spin at the in-store gachapon machine modelled after the new Extra-Firming jar, with gifts including a campaign-exclusive eco bag and skin care samples.
Furthermore, the brand brought the activation into the digital space by working with celebrities and key opinion leaders on initiatives such as live streams, in hopes of driving engagement and converting online buzz into offline action.
“While the range has already launched in other markets, the creative activations seen in Asia will continue to serve as inspiration for future Clarins brand experiences around the world.”
