October 8 2024  |  Fragrances, Cosmetics, Skincare & Haircare

Clarins GTR revels augmented Double Serum in travel retail

By Hibah Noor


Clarins Global Travel Retail introduces ninth generation Double Serum

Clarins Global Travel Retail has launched the highly anticipated renewal of its Double Serum, now in its ninth generation.

Representing a breakthrough in skincare technology, the augmented Clarins Double Serum is inspired by the science of epigenetics to change the skin’s future and define a new vision of youth. The largest-ever launch for Clarins globally, the campaign in travel retail is anchored by a powered-up activation at cdf Sanya International Duty Free Shopping Complex. Clarins Double Serum is now available worldwide.

Driven by founder Jacques Courtin-Clarins’ legacy of innovation, plant science expertise, and pursuit of constant improvement, Double Serum has been reinvented over the past 40 years. The new Double Serum is powered by Clarins’ four-year-long research into epigenetics, a revolutionary field recognized in medicine for its study of gene expression changes influenced by lifestyle.


Clarins unveiled its augmented Double Serum in a spectacular activation at Block C of the cdf Sanya International

Duty Free Shopping Complex.

A study was carried out on over 60 homozygous female twins (30 pairs), to observe and quantify the consequences of epigenetics on skin ageing and the signs of ageing. The results showed that epigenetic changes due to an unbalanced lifestyle can considerably accentuate and accelerate signs of ageing, a phenomenon termed ‘epi-ageing’ by Clarins researchers.

A second clinical study involving 48 twins (24 pairs) revealed that 85% of skin concerns are affected by lifestyle choices. With these insights, Clarins pushed the boundaries of age-defying innovation by developing exclusive Epi-Ageing Defense Technology to combat signs of ageing caused by lifestyle and environmental factors.

At the heart of this augmented ninth edition is the Organic Giant Provençal Reed, a plant never before used in cosmetics. Selected from among 800 plant extracts, Giant Provençal Reed is renowned for its resilience in nature and is hand-picked each spring in the south of France. With newly discovered benefits for the skin, Clarins Research has demonstrated that the exclusive Giant Provençal Reed extract helps to neutralize 100% of epigenetic modifications linked to lifestyle.

As a result, 94% of women reported that their skin appeared visibly younger with each passing day, affirming the remarkable efficacy of this new breakthrough in skincare.

Offering an “unparalleled skincare experience”

Empowered by its enhanced ability to support the skin's five vital functions, the serum now boasts 27 potent ingredients, including 22 plant extracts and 5 pure active molecules. Also featuring the iconic Turmeric extract, this cutting-edge composition works synergistically to deliver unparalleled anti-aging benefits. This formula is protected by six patents, underscoring Clarins' commitment to groundbreaking innovation.

The new Double Serum offers an unparalleled skincare experience, combining age-defying extracts and active molecules in their optimal concentration for maximum efficacy. This latest formulation enhances the iconic serum's perfect bio-affinity, replicating the skin’s natural hydrolipidic film with a golden ratio of hydric and lipidic phases. The result is a serum that seamlessly blends into the skin, delivering smoother, more radiant, and youthful-looking results from just one drop.

Clinical tests have demonstrated impressive results within just four weeks, including a 21% reduction in wrinkle visibility, a 32% increase in skin firmness, a 54% boost in radiance, and a 25% reduction in pore visibility.

Katalin Berenyi, Brand General Manager of Clarins, said, “For 70 years, Clarins has listened to the skin concerns of women and men. As travelers increasingly seek out active ingredients and efficacy, the augmented Clarins Double Serum leverages 27 ingredients including 22 exclusive plant extracts and five pure active molecules to kick off the era of epi-ageing skincare. Backed by decades of Clarins research and innovation, Double Serum positions Clarins at the cutting-edge of anti-ageing serum technology. Our global launch campaign offers consumers the power to transform their skin’s future and we are bringing this impactful message to travelers worldwide like never before.”


American-Chinese singer and actor Zhou Keyu made a surprise visit to Clarins' ‘The Power to Change Your Skin’s Future’ activation in Hainan, where he explored the brand's latest Double Serum

Engaging diverse travelers: Global campaign with strategic focus on APAC

Clarins introduced the refreshed Double Serum to travelers through a landmark activation at Global Beauty Plaza, in Hainan, China. The activation, named ‘The Power to Change Your Skin’s Future’, benefits from a futuristic design in shades of the Double Serum's signature amber to attract traveling shoppers.

Three large and impactful rings invite consumers to walk through and experience an immersive journey. Inside, the rings distinguish areas offering beauty education, a personalized routine, and the creation of a social media-worthy avatar:

• “Power Your Skin”: Visitors can explore the latest in Epi-Ageing Defense Technology and learn how Clarins infuses the power of plants into the serum

• “Power Your Gesture”: Expert consultations are provided, featuring insights from Clarins Facialist Marie Depoulain on her secret to smooth, plump, and lifted skin

• “Power Your Future”: Travelers can choose how to power up their lifestyle by integrating the five pillars of epigenetics – Healthy Diet, Regular Exercise, Positive Outlook, Meaningful Connections, and Relaxation – into their lives to manifest a revitalized future self.

Harnessing technology, they can create a personalized avatar of themselves in the future.

To celebrate the release, leading American-Chinese singer and dancer, Zhou Keyu, made a surprise appearance at the Clarins ‘The Power to Change Your Skin’s Future’ pop-up in Hainan. Zhou also connected with enthusiastic audiences through the CDF live stream for Double Serum, which reached more than 20 million shoppers.

Zhou said, “Whether I'm on the go or exploring the world, the new Double Serum and the healthy Clarins lifestyle inspired by the epigenetic research keep my skin youthful and radiant – it's like bringing a bit of a Clarins spa and care with me wherever I travel!"

After the global premier in Hainan, Clarins is set to launch an extensive activation plan spanning 44 cities in 30 countries from August to November. This ambitious campaign includes 112 physical activations across major travel hubs in Asia Pacific, EMEA and the Americas; a global digital campaign in 22 territories; and in-store branding and traveler engagement enhancements. The O2O journey targets global travelers through a robust digital strategy leveraging social media platforms and popular Online Travel Agencies.

Alexandre Callens, President of Clarins Global Travel, remarked, “As global travel recovers, Clarins Travel Retail is building on its strong core business to enhance brand equity and drive healthy growth. Clarins’ breakthrough in Epi-Ageing Defense Technology cements the Double Serum as a true global icon in anti-ageing. We hope to inspire travelers of all ages through our ambitious global campaign, which brings this unique ingredient story to life via the power of touch, a dynamic animation experience, and digital amplification. We are grateful to our retail partners for supporting Double Serum and being a part of this landmark launch for Clarins globally.”

Sustainability in every detail

Clarins remains dedicated to sustainability through innovative practices and responsible sourcing. The exclusive Organic Giant Provençal Reed extract is harvested with respect for biodiversity as part of the Clarins Dragonfly Program. This initiative aims to protect and restore dragonfly habitats in France, a key indicator of environmental health, underscoring Clarins' commitment to preserving ecosystems and supporting local biodiversity. Additionally, with 95% of its ingredients derived from natural origin, the new Double Serum formula is as natural and effective as possible, embodying Clarins' pursuit of eco-conscious excellence.

The renewal of Double Serum coincides with the debut of the T.R.U.S.T. platform in Travel Retail China. This traceability initiative employs blockchain technology to provide consumers with comprehensive transparency about the origins and journey of the natural components used in Clarins products. By ensuring ethical sourcing and sustainable practices, the T.R.U.S.T. platform reinforces Clarins' values of trust, authenticity, and environmental responsibility, further enhancing consumer confidence in the brand's commitment to pioneering sustainable beauty.

The new Double Serum bottle features a modern, elegant aesthetic and incorporates a dual-pump system and locking mechanism that minimizes plastic use. Made from 23% recycled materials and engineered to be 94% recyclable, the bottle aligns with Clarins' efforts to combine sustainability with premium design and functionality.

Available in 50ml and a 100ml travel-retail exclusive size, the new Double Serum continues the legacy of its predecessors, which have earned 440 beauty awards since 1985. Its unique dual-phase formula and signature fragrance create a sensorial delight that transforms each application into a luxurious ritual. The Double Serum expertise is also available in a lightweight version, Double Serum Light Texture, and a formula for the eye contour, Double Serum Eye, providing a comprehensive, intensive solution to all age-defying concerns.

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