NEW YORK: Next week, skincare brand Clarins will time the launch of a campaign for a new product line with the unveiling of its corporate Facebook and Twitter sites. The new Multi-Active Day skincare was released earlier this month and is aimed at a younger demographic for the beauty brand - the under 40-year-old woman - so Clarins decided it was a good opportunity to introduce its first social media efforts.
“Clarins has not been in the social media space at all,” said Maria Dempsey, SVP of marketing at Clarins. “Because Multi-Active Day is targeting a younger demographic, and it's at an accessible price point, we're actually using the launch as the jump-off platform for our social media initiative.”
The initiative is one element of a larger marketing campaign, including advertising and PR, for the Multi-active Day line, which starts at $54.The company would not disclose the PR budget, but Dempsey noted that for the first time, the company is extending a larger portion of its dollars to PR and social media.
The Facebook page, set to officially launch Monday, August 31, will offer samples to the first 5,000 consumers who become fans. The page will include information about the new products and host a Clarins music video by Au Revoir Simone touting the theme “A day in the life of a Multi-Active Woman.” The video will also appear on the Clarins site.
“We hope to create a type of viral campaign,” said Dempsey.
This week, the team, including interactive agency Special Ops Media, will promote the launch of the social media platforms and skincare products through an announcement to bloggers, Web sites, and short-lead media outlets.
On Monday, the brand plans to host an event for New York media and bloggers, highlighting the products, social media platforms, and music video. At the event, the team will encourage attendees to Tweet and post Facebook updates from a computer station and personal mobile devices.
“It's important to activate the bloggers and Web sites who will directly link to, and hopefully become a part of, our community,” explained Blair Crames, associate PR manager at Clarins.
In the future, the new Twitter and Facebook pages will be used to promote initiatives for other lines and highlight additional Clarins projects.
In March, the company had announced its plans to expand its PR activity in an effort to reach a wider range of consumers, including a more youthful audience and a Hispanic consumer-base.