The closure of Clarins fragrance division was foreshadowed two years ago. In October 2019, L’Oréal acquired the successful Mugler and Azzaro brands from the French multinational cosmetics group for an undisclosed sum.
For close to 70 years, Clarins has built a formidable reputation for its nature-based skincare products and makeup and also has a thriving international spa business. In its bid to reinforce its credentials as a global skincare authority and major force in the makeup sector, the company debuted an ambitious strategic plan dubbed Clarins Unlimited late last year to run through to 2025.
A key move was the appointment of Virginie Courtin-Clarins, the granddaughter of founder Jacques Courtin-Clarins, as deputy CEO and head of Corporate Social Responsibility (CSR). The third generation to take up a pivotal appointment at the family-run company.
A linchpin of the corporate roadmap is the divestment of Clarins fragrance division. From December 31, Clarins ANZ will cease distribution of the Versace, Missoni and Moschino designer fragrance brands. It will also end its role in providing sales and back-office services for leading brands from Spanish fragrance maker Puig, including Paco Rabanne, Jean-Paul Gaultier and Carolina Herrera.
The current Clarins ANZ subsidiary was established in 2015 and has achieved significant success in the marketplace. Clarins is ranked #3 in skincare across Australian department stores with a 10.37 per cent market share.
Key launches such as Double Serum and Double Serum Eye have accelerated the company’s presence in the fast-growing anti-ageing and eye categories. Clarins also has a top 10 positioning in department stores for makeup, following the success of such top-selling products as Everlasting Foundation.
Sales have enjoyed an increase of 6 per cent year-on-year across Australia and New Zealand retail channels. Online sales accounted for a growth in mix of business of 4.9 per cent year-on-year, buoyed by an accelerated growth rate of 20.5 per cent overall.
Clarins has been a leader in naturally-based skincare from its founding in 1954. According to Virginie Courtin-Clarins, the company has embraced this pioneering head start with renewed emphasis and vigour through its 2025 strategy.
“The key commitments for the company are to have 100 per cent recyclable packaging, 100 per cent sustainable sourcing of ingredients, 80 per cent of our natural extracts to be organic, optimised traceability and reinforced fair trade programs. With a mandate to be plastic neutral by 2025 and to obtain B corp certification by 2023, Clarins is already carbon neutral with all of the brand’s face and body oils, foundations and jars currently containing 25 per cent recycled glass.”
In Australia, Clarins ANZ has introduced the “Return, Recycle, Rejoice” program in Myer stores. Customers can deposit empty packaging from any brand to be responsibly recycled. The brand’s locally-produced products such as Christmas Bon Bons were designed with a 30 per cent reduction in packaging and were printed using FSC-certified paper with minimal use of plastic.
In other CSR initiatives, customers who shop online at clarins.com.au can nominate one of three charities to receive a $1 donation from Clarins through its partnership with i=Change, an online platform that enables retailers to give back to best-practice women and girls’ development projects.
For the last two years, Clarins has also donated $100,000 to Greening Australia to support its goal of planting half a billion trees by 2030.