The French cosmetics group Clarins has launched a new range of made-to-measure cosmetic products in the US ahead of the launch on its domestic market in nine months' time. The brand, assigned exclusively to the Saks Fifth Avenue chain, is designated "My Blend by Docteur Courtin" and comprises some 225 possibilities of variation based on 65 references.
The new concept allows women to provide their own cosmetics tailored to their personal requirements. Products include classic creams but also liquids at varied dosages in syringes to counter dehydrated skin or redness. These dosages can be injected.
The new range will slot into the "Doctors Brands" marketing niche which has already been markedly successful in the US and currently accounts for about 20% of sales of top of the range Clarins cosmetics. Prices of the new range have been set at about three times higher than Clarins' most expensive cosmetics - between $175 and $250 for the creams and mixtures. The products are only available for the moment at six points of sale but this will increase to 16 in 2008 and will include Bloomingdale's and Neiman Marcus.
Brigitte Wigand, vice president marketing, has said Clarins will launch "My Blend" in Europe in 2008, starting in France in September and expanding to 80 points of sale worldwide by 2009. Potential sales of the brand are estimated at between E40m and E50m. Olivier Courtin, who designed and developed the entire project, said the innovation would enable the major American stores "to view us with a fresh eye", providing reinforcement for future negotiations. The US market accounted for only 14.6% of Clarins' sales in first half 2007, a decline of 9% over the same year-earlier period in terms of stable exchange rates.
Meanwhile, the company will introduce a range of beauty products on the French market under the Thierry Mugler brand including a line of make-up products and new fragrances. The intention is to prepare these for sales in the US later.