Clarins, the French maker of high-end cosmetics and skin-care products seems to have its strategy right. In 2008, when the financial crisis was just starting off, it went private. Now that the markets for premium products are bouncing back Clarin’s is putting in place a global campaign to optimize its share of the market. The aim of the campaign is manifold. Including raising the profile of the brand in the US market, position the brand as contemporary and fend off competitors like Clinique and Lancôme.
The prominent products they market are Extra-Firming Day Cream, Shaping Facial Lift and HydraQuench Tinted Moisturizer. The total ad budget for 2011 has been increased by over 25 % to a significant $123 million over $96 million last year. $16 million has been allotted for the US markets alone. The campaign will begin to appear from the February issues of women’s magazines which are scheduled to come out sometime this week. The online component including social media will form a significant part of the total budget.
The campaign is being created internally by Clarins with the help of Guido Mocafico who is a renowned photographer and has worked for brands like Chanel, Dior, Tom Ford, Gucci, Hermes and more. BETC Euro RSCG in Paris was their agency for a longtime but the company believed the time for a fresh approach had come. Mocafico clarified that for a luxury brand the relationship between an artist and an owner is important. He followed the history of the formation of the brand and has tried to put back the pride in being Clarins.