Clarins targets younger women

Clarins is launching its first age-specific skin care range targeting younger women.

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Dorothy Speed, Clarins marketing director, says that the new range fills a gap in the market that its existing ranges don’t reach.

The Daily Energizer range has been developed specifically for women from 18 into their late 20s with four natural ingredients, Vitamin C, Turmeric, plant extract Alchemilla and Ginkgo biloba.

The upmarket skincare brand is launching a pop-up shop in London to preview the Daily Energizers range. The temporary store, designed by Sheridan&Co, will offer beauty advice and facials and will also house a juice and cappuccino Bar.

As well as building pre-launch interest in the new range, Clarins is using the pop-up venture as an opportunity to learn about its target consumers to inform its later marketing activity, and recruit brand ambassadors within the target age group.

Following the pop-up store preview, the Daily Energizer range will be available exclusively at Boots from May 2011.

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