Clarins relaunches skincare brand myBlend
French cosmetics group Clarins, owner among others of the Clarins brand, has completely redesigned myBlend, the group’s personalised skincare brand first launched in 2007.
myBlend has been rejuvenated under the aegis of Dr. Olivier Courtin, one of the two sons of the Clarins group’s founder. myBlend is not jettisoning its original personalised skincare approach, but has combined it with nutricosmetics and the use of digital tools, creating a range of 30 high-end products.
The brand’s mySkinDiag app, accessible from a mobile device, can analyse pictures and features a questionnaire on the user’s lifestyle, yielding a chart of their skin problems and a series of solutions to address them. In addition to traditional skincare products, myBlend is also introducing devices such as an LED-equipped mask, priced at €970, which is said to promote targeted tissue regeneration by stimulating collagen production.
Rebooting myBlend, also by adopting an environmentally friendly strategy featuring ingredients traceability and a ban on plastic use, took four years and an investment of €20 million, according to French magazine JDD.
The brand is being relaunched across Europe in May, with a focus on online distribution and a presence also in a number of spas. Next September, myBlend is set to open a flagship on rue Debelleyme, in Paris’s Marais district.
To promote the relaunch, myBlend has called on Ykone, a leading international influencer marketing agency specialised in the luxury and beauty sectors, which has designed a comprehensive campaign combining influencers, web ads, podcasts, social media activity and artistic collaborations. A monthly podcast called ‘Emotion de Peau’ (skin emotion), in which women describe themselves through their skin, will be launched in June.
By revamping myBlend, the Clarins group is further anchoring itself in the skincare segment.
At the end of 2019, the group sold perfume brands Mugler and Azzaro to the L’Oréal group, and in 2021 it invested in British beauty brand Pai Skincare, and more recently in US make-up brand and clean beauty specialist Ilia. Both investments were made via Famille C, the holding company of the Courtin-Clarins families, owners of the Clarins group, whose revenue is reportedly in the region of €1.5 billion.
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