CHINA/INTERNATIONAL. Clarins Global Travel Retail has launched the Clarins Double Serum – marking the ninth generation of the brand’s hero anti-ageing serum. The new formula represents a breakthrough in skincare, driven by epigenetics research and its impact on skin ageing.
The biggest launch for Clarins globally, the campaign in travel retail is anchored by a dynamic activation at cdf Sanya International Duty Free Shopping Complex Global Beauty Plaza (Block C) in partnership with China Duty Free Group (CDFG).
With the tagline ‘The Power to Change Your Skin’s Future’, the activation features a futuristic installation designed to educate and inspire travellers about the benefits of Clarins’ Epi-Ageing Defence Technology.
The activation aims to capture the attention of a wide variety of international travellers, offering them an experiential journey into Clarins’ latest skincare innovation.
The activation features a futuristic design inspired by the Double Serum’s signature amber tones. This visually impactful setup incorporates three large rings, which guides consumers through a carefully curated experience. These rings create an immersive pathway, with each area offering distinct and engaging touchpoints for customers to interact with the serum and learn about the science of the Epi-Ageing Defence Technology.
Visitors were invited to explore three core sections:
- Power Your Skin: In this area, consumers can dive into the latest research behind the Double Serum, particularly Clarins’ innovative use of plant-based ingredients to combat the effects of lifestyle on skin ageing. This educational zone allows travellers to connect with the brand’s plant science expertise and learn how the serum’s formula targets specific ageing concerns.
- Power Your Gesture: Here, expert consultations are offered, featuring advice from Clarins Facialist Marie Depoulain. Visitors gain insights into her skincare techniques and learn how to achieve smoother, plumper and more youthful skin through personalised routines.
- Power Your Future: This interactive area encourages travellers to reflect on their lifestyle choices and how they might influence their future appearance. Through the integration of the five pillars of epigenetics: healthy diet, regular exercise, positive outlook, meaningful connections and relaxation – visitors are encouraged to embrace a more holistic approach to skincare. To reinforce this futuristic theme, Clarins is offering a digital interface allowing travellers to create personalised avatars representing their future selves.
To celebrate the launch, American-Chinese singer and actor Zhou Keyu made a surprise appearance at the Hainan pop-up. Known for his roles in popular dramas Remember My Boy and Only For Love, Zhou’s participation added star power to the event.
His visit, streamed via CDFG social channels, reached an impressive audience of over 20 million shoppers, further amplifying the impact of the Double Serum launch.
Zhou praised the serum and its alignment with a healthy lifestyle and 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.”
Clarins Brand General Manager Katalin Berenyi commented: “For 70 years, Clarins has listened to the skin concerns of women and men. As travellers 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 travellers worldwide like never before.”
The campaign spans 44 cities across 30 countries and includes 112 activations in key travel hubs in Asia Pacific, EMEA and the Americas. This global initiative also integrates a robust digital component, targeting travellers through online travel agencies and social media.
Sustainability is central to Clarins’ brand values and the new Double Serum reflects this commitment. The Organic Giant Provençal Reed, a key ingredient in the serum, is sustainably harvested in France as part of the Clarins Dragonfly Programme, which aims to protect local biodiversity.
The serum’s new packaging is made from 23% recycled materials and designed to be 94% recyclable.
In addition, Clarins has introduced the T.R.U.S.T. platform in China Travel Retail, a blockchain-based traceability tool that provides consumers with transparency regarding the sourcing of natural ingredients used in Clarins products.
Clarins Global Travel President Alexandre Callens emphasised the importance of this sustainability-focused approach: “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 Defence Technology cements the Double Serum as a true global hero in anti-ageing.
“We hope to inspire travellers of all ages through our ambitious global campaign, which brings this special 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.”
The science behind Clarins’ Epi-Ageing Technology
Inspired by the evolving science of epigenetics, Clarins has reimagined its Double Serum to combat the effects of lifestyle and environmental factors on the skin, a concept coined as ‘epi-ageing’.
This new approach builds on four years of research, which included studies involving 60 pairs of identical twins. These studies demonstrated that epigenetic changes – triggered by factors such as pollution, UV exposure and stress – can accelerate signs of skin ageing, including wrinkles, loss of radiance and changes in skin firmness.
Clarins’ exclusive Epi-Ageing Defence Technology, now a core component of the Double Serum, is designed to counteract these effects. The serum contains 27 potent ingredients, including the newly introduced Organic Giant Provençal Reed.
This plant extract, selected from 800 possibilities, has been shown to neutralise 100% of epigenetic modifications caused by lifestyle factors, according to in-vitro tests conducted by Clarins.
The ninth-generation formula for Clarins Double Serum is now available in both 50ml and 100ml travel-exclusive sizes. ✈
