The immersive experience, which opened with a glamorous event on 18 September, is a showcase not only for this best-selling product, but for the entire Clarins range, allowing long-time fans and those who have newly discovered the brand to explore its different facets with a host of exciting activations.
“Our Double Serum is one of the most powerful tools we have against ageing,” enthuses Nthabiseng Makhoka, communications specialist at Clarins. The formulation derives its age-defying properties through a unique blend of 95% naturally-sourced ingredients, combining 22 plant extracts (including turmeric extract) with five new pure active molecules to stimulate the skin’s vital functions. “The result is a product which takes visible action against ageing induced by pollution, blue light and stress,” Nthabiseng says.
She adds that the continual improvement of Double Serum is evidence of Clarins commitment to innovation – and it’s this that has led to the ninth generation of a much-loved beauty staple.
The brand marked the product’s launch with a shoot celebrating nine very different South African women: businesswoman and women and children’s rights activist Carol Bouwer, author and businesswoman Amanda Dambuza, actress Celeste Khumalo, content creator Deborah Chambers, style icon Thameenah, former Miss South Africa Ntandoyenkosi Kunene, Kolisi Foundation co-founder Rachel Kolisi, Lesego Mpyane of the Red Movement and Save the Children’s Gugu Xaba.
Nthabiseng explains that these nine woman – dubbed ‘the Power Nine’ – were selected because, just as Double Serum is all about changing your skin’s future, they represent the future. “This group comprises people of different ages, colours and backgrounds – because Double Serum is for all of us who have concerns about aging.”
She adds that it is especially meaningful to have Lesego Mpyane and Gugu Xaba on board as part of the Power Nine, because of Clarins’ partnership with the Red Movement (which provides sustainable sanitary products for disadvantaged girls) and Save the Children, an NGO which focuses onnutrition and Early Childhood Development. “We are extremely passionate about our association with these organisations,” Nthabiseng says. Clarins’ support of these charities enables subscribers to the Clarins newsletter to donate their Club Clarins reward points to the organisations. This has allowed Clarins to donate R200 000 to the Red Movement during the past year, translating to 2 000 sanitary kits (including a menstrual cup, reusable sanitary towels and reusable period underwear).
The Sandton City pop-up provides another chance for Clarins fans to support the brand’s charity partners: Clarins will make a donation to Save the Children with every purchase.
Added to this, shoppers will also receive a gift with purchase of two products )one of which must be a moisturiser, serum or foundation), comprising a bag filled with five favourite products.
They can also look forward to makeup masterclasses with experts Renee de Wit, Swaazi and Bjorn Adams, self-care sessions with tips from Aziwe Booi, fitness classes, teen workshops and soulful Sundays.
“This event also gives shoppers a chance to learn more about our brand and what we stand for; for example, our accent on sustainability,” says Nthabiseng. “We strive for sustainable sourcing in every area, from the ingredients of our products to our packaging. We’re aiming to ensure that our packaging is 100% recyclable by 2025.”
The pop-up runs at Sandton City’s Centre Court until 29 September.
For further information please visit www.clarins.co.za
CLICK HERE to submit your press release to MyPR.co.za.
Author: Hlengiwe Makhubele from Angelfish PR & Events on behalf of Clarins.
aqua monsoon
The truth is not what we received today. Once again, we are being used as props in a Pentagon Public Relations exercise. – Pat Tillman
Avenge Paws
The history of PR is… a history of a battle for what is reality and how people will see and understand reality. – Stuart Ewen
Shwatson
Building Trust During the Great Depression: The Great Depression touched every aspect of American life – including the communications business. Due to the economic downturn, companies primarily sought to build trust rather than sell products. The result? Most turned to PR over marketing, with PR even getting top billing on organizational charts! Advertising spending, meanwhile, plunged by more than 60 percent between 1929-1933 and would not fully recover until after World War II. (Source: MuckRack; Encyclopedia.com)