HAINAN, CHINA/TÜRKIYE. Clarins is celebrating a decade of its hero Lip Comfort Oil with a series of high-impact activations across key travel retail locations across Asia and Europe.
The beauty powerhouse has also released a limited-edition shade – Iconic Red n°54 – now available in global travel retail.
The limited-edition hue pays tribute to Clarins’ founding year, 1954, through its red cap and sleek monochromatic design.
To celebrate the milestone anniversary, Clarins launched experiential Lip Comfort Oil activations across major travel hubs, including Hainan and Istanbul, in partnership with China Duty Free Group (CDFG) and the Gebr. Heinemann-led Unifree Duty Free joint venture.
In Hainan, the IPK Beach Club in Dahonghai was transformed into a Clarins-branded summer retreat. It invited travellers to enjoy a beachside experience featuring branded ice cream among other activities.
Inside the Clarins boutique at the cdf Sanya International Duty Free Shopping Complex, makeup artists hosted live Makeup Talk Shows. The presentations highlighted Lip Comfort Oil’s skincare-powered formula through a series of summer-themed looks and expert beauty tips. Consumers who joined the talk show received an exclusive gift.
A 360° social media campaign amplified the Hainan activations, with more than 40 KOLs engaging consumers across leading digital platforms. The series generated over 340,000 engagements, achieving a completion rate of 104.6%. This exceeded Clarins’ targets, highlighting the Lip Comfort Oil’s strong appeal among digital-first travellers.
In Istanbul Airport’s Departure Hall, the brand celebrated with an interactive activation in collaboration with the Gebr. Heinemann-led Unifree Duty Free joint venture. The bright-red installation invited travellers to explore the Clarins makeup offer through complimentary makeovers and expert consultations.
Travel retail exclusives, such as the Lip Perfector Duo, Mascara Wonder Duo and Lip Oil Trio, were also showcased, alongside the hero Clarins Double Serum.
Retailtainment remained at the heart of the experience, with a dedicated photobooth encouraging travellers to share their Clarins looks on social media – reinforcing the brand’s omnichannel storytelling approach.
The pop-up was amplified by a dedicated digital media campaign targeting travellers en route to Istanbul, offering coupons redeemable in-store for a complimentary full-face makeup service. It achieved strong engagement, with impressions reaching seven times the initial target and click-through rates reaching more than 50% above beauty industry benchmarks, Clarins said.
Clarins President Global Travel Retail Alexandre Callens said, “As high-end makeup continues to gather momentum in travel retail, Clarins is seizing the opportunity to accelerate growth in this space by responding to travellers’ increasing demand for products that unite care with colour.
“The tenth anniversary of the Lip Comfort Oil, together with the global roll-out of Skin Illusion Full Coverage, reflects our ability to deliver beauty solutions that combine performance with hydration.
“Looking ahead, we see a powerful opportunity to inspire a new generation of beauty consumers and cultivate loyalty that will last for years to come by offering colour cosmetics infused with long-term skincare benefits.”
Clarins Lip Comfort Oil
Clarins Lip Comfort Oil is formulated with 98% lipcare ingredients and 90% natural-origin actives. It features a powerful blend of organic sweetbriar rose, jojoba and hazelnut oils that deliver nourishment and protection.
In addition, the product’s lightweight, mirror-shine texture means it can be used in a variety of ways. Clinical tests revealed an immediate plumping effect of +44% and a +52% hydration boost.
Clarins will further expand the Lip Comfort Oil story next month with the Parisian Skies collection, created in collaboration with Chinese influencer Austin Li, known as the ‘Lipstick King’.
Inspired by the hues of a Parisian summer sunset, the limited-edition duo will launch as a travel retail-exclusive set in Asia Pacific.
Further strengthening its complexion offer, Clarins recently unveiled the Skin Illusion Full Coverage Foundation. Designed with Skin Fit Technology, the new expression offers a three-dimensional botanical film that adapts to every movement for wear that lasts 24 hours.
Waterproof, smudge-proof and sweat-resistant, consumer tests revealed that the foundation reduced shine for 91% of women and created a smoother texture for 87%. Infused with Clarins’ Anti-Pollution Complex and hyaluronic acid, the new release offers hydration, protection and radiance in 36 inclusive shades tailored for all skin tones.
With continued use, ingredients such as zinc gluconate help reduce imperfections by -29% and shine by -10% after 28 days, while hyaluronic acid ensures 24-hour hydration.
In 2024, Clarins appointed renowned makeup artist Marie Duhart as Global MakeUp Creative Director. Duhart plays a key role in shaping new product developments, refining colour stories and advancing the brand’s creative direction, reinforcing Clarins’ commitment to skincare-infused makeup innovation.
Clarins Brand General Manager Katalin Berenyi commented: “Clarins makeup has always been defined by its ability to bring skincare expertise into colour cosmetics. Over the past 34 years, our portfolio has become a true expression of care and artistry, from the enduring success of the iconic Lip Comfort Oil, now celebrating its tenth anniversary, to the launch of Skin Illusion Full Coverage Foundation.
“Looking ahead, our Global MakeUp Creative Director Marie Duhart is working together with our international development teams, bringing her artistic sensibility, expertise and vision to shape the future of Clarins’ makeup portfolio. With her timeless yet modern approach, she is helping us reimagine colour as a unique beauty experience that is bold and care-infused.”
Berenyi added: “Her vision remains deeply connected to the values that define Clarins. We remain committed to offering travellers beauty that is forward-looking, with makeup that inspires, delivers lasting skin benefits and reflects our vision for the years ahead.” ✈
