It’s all about you
ADVERTISING campaigns are tricky to come up with.
Not only must the brand understand what its targeted customer wants it must be able to communicate its image and message clearly, candidly and realistically.
So, it’s always fascinating to see what a brand rolls out. For better or worse once a campaign is launched it will stick in everyone’s mind for years to come.
Over the years, Clarins, a prestige French spa and skincare brand, have photographed their models looking almost au naturel in their ad campaigns, a nod to the brand’s wisdom in suppporting a woman’s natural beauty. Their ad visuals were clean and simple, showing only a headshot of the model next to its skincare products against its signature red and white branding.
To capture its customers’ attention in a new way, Clarins has unveiled its newest ad campaign.
Taking the lead from the brand’s tagline “It’s all about you” it continues to put women at the heart of its communications.
“This new signature is a reminder of Clarins’ vocation for over 60 years in listening to women, understanding their needs and innovating to offer them the best personalised products for their skin,” says Natalie Bader, president of Clarins.
The new ad campaign, shot by Australian photographer Lachlan Bailey, portrays Clarins’ women in their 30s, 40s and 50s as active, positive, glowing and elegant, who embrace appropriate skincare products to match their age, needs and lifestyle.
They are also captured in moments of daily life and seduction that everyone can identify with, so it’s a livelier visual infused with more energy.
“We specifically chose models who are the same age as users of our products to reflect Clarins’ authentic approach to beauty,” Bader explains.
The whole campaign mixes lifestyle slogans with a scientific message and each product is presented with its star plant ingredient, suggesting a balanced synergy between lifestyle and the science of plants.
Its global communication also includes a series of videos, to meet digital platforms, where the brand presents viewers with aspirational or influential women who use Clarins’ products and who invite viewers to discover their daily lives.
Clarins chose models who are the same age as users of their products to reflect the brand’s authentic approach to beauty. — Clarins