Clarins Men Debut Will Be Supported By Sampling, Trial Kits
This article was originally published in The Rose Sheet
Executive Summary
Clarins will promote the launch of its first men's skin care line with more than 400,000 samples at launch, VP-Marketing Caroline Pieper-Vogt said
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Clarins will promote the launch of its first men's skin care line with more than 400,000 samples at launch, VP-Marketing Caroline Pieper-Vogt said. Debuting exclusively in Bloomingdale's in September before rolling out to Clarins' full 1,100-door distribution in October, Clarins Men initially will be promoted through Clarins' female customers, Pieper-Vogt explained. The Parisian firm will distribute to its customers approximately 150,000 Clarins Men trial kits containing a sample of the Active Face Wash and Moisture Gel. The kits also will include a bounce-back coupon inviting men to Clarins counters for additional Clarins Men samples, according to the exec. In addition, Clarins will promote the line with a self-merchandising platform and testers on counter that differ from Clarins' current displays, Pieper-Vogt noted. The collection is expected to provide the firm with 5% in incremental sales, she added. Clarins Men features unique packaging with pictograms to convey the benefits and functions of each product. Unlike Clarins' signature packaging in its women's line, the men's products are packaged in white bottles and capped with blue tops. "With men, we wanted to simplify, streamline; we wanted [packaging] to offer a bit more amusement," Pieper-Vogt explained. The nine-SKU line includes products specifically formulated for men's skin, Clarins says. Products contain bison grass, an aromatic herbal ingredient that is new to Clarins skin care products. The men's items also contain Chinese galanga for its revitalizing properties and purslane plant for soothing razor burns, the firm claims. Clarins Men comprises Active Face Wash, Smooth Shave, Moisture Balm, Moisture Gel, Fatigue Fighter, Undereye Serum, Total Shampoo for hair and body, Shave Ease and Antiperspirant Deo Stick. Pricing will range from $12 for the antiperspirant to $26 for Fatigue Fighter and Undereye Serum. Two extensions to the men's line are slated to launch next spring, Pieper-Vogt said. Possible New categories for Clarins Men are self-tanners, hand cream and lip treatment, she noted. |