Clarins, the renowned French skincare brand, is launching the ninth version of its iconic Double Serum product, further solidifying its position as a leader in the global luxury product market. With an improved formula that includes ingredients such as great reed extract, hyaluronic acid, vitamin E, and peptides, the new Double Serum promises to provide protection against environmental factors and reduce signs of skin aging.
The first Double Serum debuted in 1985 as a two-step routine, evolving in the 1990s into a revolutionary two-in-one formula. The product quickly became one of the best-selling face serums in Europe and the third-best worldwide, according to data provided by Clarins and market research sources.
The new formula, with a total of 22 active plant extracts, represents a step forward in the brand’s strategy of innovation and refinement. Clarins prides itself on combining scientific tradition, the natural quality of ingredients, and French specificity, successfully attracting a diverse and loyal audience.
In the context of the new Double Serum launch, Clarins anticipates a sales increase of up to 40% in the second half of the year, supported by a global advertising campaign and clinical studies demonstrating the product’s effectiveness. The promotional campaign includes collaborations with popular influencers on platforms like TikTok, thus strengthening the brand’s presence among the new generation of consumers.
Clarins has seen significant expansion in recent years, opening 135 stores and operating online flagships in 29 markets. The company, which exited its fragrance and fashion division in 2019, is now focusing on skincare and expanding its makeup line, which has seen notable growth.
As a family-owned business, Clarins emphasizes the importance of maintaining independence and control over strategic decisions without attracting external investors. The new generation of the Clarins family, led by Virginie and Prisca Courtin, aims to continue investing in innovation and expanding the product portfolio, keeping the brand at the forefront of the skincare industry.
