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The New Face of Beautiful Aging

By: Nancy Jeffries
Posted: January 8, 2007, from the January 2007 issue of GCI Magazine.

page 4 of 7

From Functional to Fantastic
Caroline Pieper-Vogt, senior vice president of marketing, Clarins USA, notes the importance of looking at this consumer and understanding what she is experiencing at this time in her life.

“We take into account the needs of her skin and the physiology of skin at a mature age. We also look at her emotional needs and her lifestyle preferences. Her needs in these areas are certainly different than when she was younger, and we take them into consideration when it comes to formulations, packaging, product texture and size,” she said.

The customers Clarins addresses are within three different maturing age groups—women in their 30s, 40s, and 50s-plus.

“The skin is extremely different at these stages, and women see themselves very differently in these decades,” said Pieper-Vogt. “With our antiaging products, we delineate first by a woman’s age and then by a specific need at that age. Needs become more specific with age and our products become more targeted as well.”

For example, Clarins Line Prevention category is formulated for women in their 30s, Extra-Firming is targeted to women in their 40s and the Super Restorative line is designed for women in their 50s and those beyond.