Clarins targets Asian consumers with skin whitening range

29-Mar-2016 - Last updated on 29-Mar-2016 at 15:10 GMT

Premium skin care brand Clarins has spoken of its focus on skin whitening in its strategy to target Asian consumers.

Speaking to Asia One, managing director of the group Olivier Courtin-Clarins outlined the focus on research and development specifically aimed at catering to the demands of women in the Asia region.

Speaking of the company’s most recently-launched skin whitening product, Clarins White Plus Pure Translucency Tri-Intensive Brightening Serum, Courtin-Clarins said: “We wanted something to meet Asian women's needs.”

Recent Datamonitor figures confirm that 50% of Asian consumers consider skin whitening benefits are essential in their skin care products, compared with just 24% and 22% in North America and Western Europe respectively.

Hurdles and opportunities

Under-exposure to Asia Pacific has been hindering growth for Clarins in the region, according the most recent company profile on the skin care brand from market research firm Euromonitor International.

The firm’s analysts have observed that, in general across the APAC region, premium skin care remains in the hands of regionals.

Clarins is feeling this trend keenly at the moment, with their long-time senior executive, Nicolas Piqereau, having just moved to take up a role with Korean beauty giant, AmorePacific, as senior vice-president for global travel retail.

Male grooming

It is premium men’s grooming which holds potential the key potential for Clarins, according to Euromonitor. Indeed, male grooming is tipped more generally to be the hot growth ticket for beauty in the region.

Euromonitor has outlined that demand for male-specific skin care products in Asia is leading the rise of the segment globally.

“The majority of growth is coming from the skin care inclined Asia Pacific region, however, upcoming emerging markets in men’s skin care include Latin America,” the firm’s analysts stated in a recent report on the category.

“Women dominate across both beauty and fashion industries but looking more specifically at growth rates men continue to outpace women, driven by changing cultural attitudes towards men’s appearance fuelling growth.”