NEW YORK: French beauty brand Clarins is working on a broad range of initiatives aimed at raising brand awareness and driving skincare product sales in the US. The company hopes to tap a new Hispanic consumer-base, as well as expand its reach on the West Coast and in 10 key regional markets, including Miami, Dallas, and New York.
“All [efforts] are aimed at raising the profile, level of expertise [in skincare], and awareness of the brand,” said Caroline Pieper-Vogt, SVP of group business development at Clarins. “We want to modernize the brand, make it relevant, and attract a new user.”
In December Clarins hired RL Public Relations as its first AOR for US Hispanic PR. And the team recently invited 16 editors from Latina publications to an educational press event and party at a Clarins skin spa in New York City. Megan Dennen, associate PR manager at Clarins, noted the company had “never completely reached out to Hispanic editors,” so the event would help introduce the brand.
Upcoming efforts in the Hispanic market include mailings, e-mail blasts, and partnerships with Latina entertainment-related events and celebrities.
To penetrate the West Coast, the brand is also reaching out to beauty editors and key influencers there.
“We don't have the most modern image, and everything new and innovative orients from the West Coast,” Pieper-Vogt said. It also hired MML Public Relations for help in the area, and future plans include partnering with larger social and cultural events in the region.
In other key markets, Clarins' PR team will focus on promoting new products like its Body Lift cream, and a Multi-Active line geared toward the younger set, which is expected to launch this fall.
Additionally, the beauty brand is launching new skin spas that will appear in various Bloomingdale's and Nordstrom locations in late April. It secured an exclusive with The Wall Street Journal, for the spa announcement, but it's also conducting national and regional media outreach.
“We're going a little more sexy and playing up the technology behind our products,” Dennen added.
Clarins' internal PR team handles national and regional outreach beyond West Coast and Hispanic efforts.