"We want to modernize the brand, make it relevant, and attract a new user," said Caroline Pieper- Vogt, SVP of group business development at Clarins.
In December, Clarins hired RL PR as its first AOR for US Hispanic PR The team recendy invited 16 editors from Hispanic 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 helped introduce the brand.
Upcoming efforts in the Hispanic market include mailings and partnerships with Hispanic entertainmentrelated events and celebrities.
To penetrate the West Coast, the brand is also reaching out to beauty editors and key influencers, including in Los Angeles.
"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 social and cultural events in the region.
In other key markets, Clarins' internal PR team will focus on promoting new products like its Body Lift cream, and a Multi- Active line geared toward the younger set, 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 is also conducting national and regional media outreach.
"We're going a little more sexy and playing up the technology behind our products," Dennen added.
