HAINAN, CHINA. Clarins Global Travel Retail has unveiled the refreshed Extra-Firming skincare range enhanced with [Collagen]3 Technology, developed to improve the quantity, quality and structure of collagen in the skin.
To mark the relaunch, Clarins partnered with China Duty Free Group (CDFG) to deliver a large-scale experiential campaign at the cdf Sanya International Duty Free Shopping Complex in Haitang Bay.
The activation, titled Clarins City Quest, combined skincare education with retailtainment elements that went beyond the shopping complex and to various Sanya locations.
The City Quest guided travellers through a multi-stop journey across Sanya to discover the science behind the Extra-Firming range.
The first station, Pecan Forest, was located in key Sanya hotels. Here, participants learned about the role of pecan tree extract in preserving collagen quality. Upon completion, participants received a Clarins skincare trial kit.
The second stop, the Polypeptide Research Station, was hosted at a pop-up in premium tea brand Chagee’s store at the cdf Sanya International Duty Free Shopping Complex.
By purchasing a co-branded drink and completing a collagen-themed crossword challenge, travellers were able to learn about the role of collagen polypeptides in boosting skin firmness.
Visitors to the pop-up were rewarded with a Clarins skincare trial kit and a limited-edition Clarins x Chagee phone strap.
The final station, Mitracarpus Valley, was located at the Clarins boutique in the cdf Sanya International Duty Free Shopping Complex.
Here, guests completed a collagen puzzle for a chance to win prizes via a branded Gachapon machine. The in-store game was modelled after the new Extra-Firming jar, with gifts including either a campaign-exclusive eco bag or skincare sample.
Amplifying engagement through KOL activities
Clarins extended the campaign’s reach through digital engagement, led by celebrity ambassador Jojo Tang and top Chinese KOLs. For the first time, Clarins hosted a Celebrity One-Day Manager event, held in partnership with CDFG. The initiative gave lucky customers the opportunity to interact and shop with star guests when purchasing certain products.
A celebrity livestream hosted by Jojo Tang, complemented by four additional KOL livestreams, invited online audiences to join the Clarins City Quest throughout the Labour Day holiday period (1-5 May), expanding visibility and consumer interaction.
A breakthrough in firming and collagen innovation
The reformulated Extra-Firming range incorporates three pro-collagen actives: collagen polypeptide to support synthesis, pecan tree extract to help protect collagen quality, and mitracarpus extract to enhance skin elasticity. Clarins reported that the formula delivers visibly firmer skin in seven days and boosts collagen reserves by +53%.
Clinical trials showed a +32% improvement in visible firmness, +42% fuller cheeks and a -15% reduction in nasolabial folds.
Reinforcing its commitment to sustainable beauty, Clarins introduced refillable jars for the relaunched Extra-Firming line. The refills reduce the jars’ environmental impact by -84% based on internal lifecycle analysis. The eco-developed packaging is crafted using materials made in Europe and designed for longevity and reuse.
The products were formulated with 100% sustainably sourced plant-based ingredients and offer full traceability through the Clarins T.R.U.S.T blockchain platform.
T.R.U.S.T offers consumers complete transparency about the origins and journey of the natural components used in Clarins products.
The updated range features seven product textures tailored to different skin types and preferences, including a lightweight emulsion, SPF variants and a firming essence. Clarins also integrated spa-inspired application techniques developed with expert facialist Marie Depoulain to maximise results.
Clarins Brand General Manager Katalin Berenyi commented, “With the Extra-Firming relaunch, we are bolstering Clarins’ commitment to delivering high-performance skincare solutions that cater to the evolving needs of today’s travellers.
“Informed by extensive research and backed by our expertise in both plant-based innovation and professional beauty techniques, Extra-Firming meets the growing demand for effective, sustainable skincare that targets firmness and anti-ageing by replenishing the skin’s collagen reserves, through our pioneering [Collagen]3 Technology – all while reducing environmental impact.
“By offering both proven results and a focus on responsible sourcing, we are providing our travel retail partners with a product range that not only elevates the category but also drives meaningful engagement with discerning consumers worldwide.”
The art of cream
The relaunched Extra-Firming line joins Clarins’ wider skincare portfolio in global travel retail which includes the Hydra-Essentiel, Multi-Active and Super-Restorative collections. Each line addresses specific skincare concerns.
Among its core moisturisers, Hydra-Essentiel is designed to boost hydration for plumper-looking skin. Multi-Active targets the first signs of stress-related ageing, while the Super-Restorative range focuses on wrinkles and density loss.
In addition, Clarins is helping travellers personalise their skincare routines with the Clarins Moisturizer Finder, a digital tool that recommends products based on individual concerns and preferences. 🏝️
