The face of Clarins and the grandaughter of its founder talks about her visions for the company and what it's line to work with hre relatives
FRENCH SKINCARE brand Clarins recently opened its first retail store and spa in the Iconluxe zone of new shopping destination Iconsiam and Jenna Courtin-Clarins, new concepts manager and the third-generation of the brand’s founders, jetted in to Bangkok for the special occasion.
The luxury store occupies an area of 167 square metres and has as its concept the “Skin Spa”, which reflects Clarin’s original mission of advancing beauty by making it more real and natural. The interior blends Thai architectural culture and the modern and contemporary Parisian lifestyle.
The granddaughter of founder Jacques Courtin-Clarins, and daughter of Dr Olivier Courtin-Clarins, Jenna oversees all the visual development of the brand, including the packaging and marketing materials. She is also the first brand ambassador and personifies the naturally beautiful Clarins woman.
She took time out to chat briefly with The Nation. Excerpts:
HOW DOES YOUR INPUT UPDATE THE CLARINS IMAGE FOR THE NEW |GENERATION?
Right now, life travels so fast that people want efficiency and want to go straight to a good and natural product, so we have to stress that. Also if someone is looking for a product but doesn’t want sales assistants offering their help, they should be able to quickly and independently choose what they need – such as an anti-wrinkle product or one for oily skin. The labelling should be very clear.
On the other hand, our staff are on hand to explain the plants, ingredients and applications and suggest what might be suitable for a gift. It is also very important for Clarins to have samples so that customers can try the products. My grandfather really emphasised this because he respects and always listens to consumers.
HOW DO YOU ADAPT THE SUBJECTS YOU STUDIED TO THE BUSINESS?
I actually studied interior design, graphic design and photography, which have helped me in my envisioning of the brand, the advertising and the packaging. I’ve also been very involved in creating themes for Christmas or other holidays. I offer my opinion as a young and modern woman because the business is run by my father and my uncle.
DO YOU PLAY ANY ROLE IN DEVELOPING THE PRODUCTS?
Yes, in Paris we have a lot of meetings in which we discuss products two to three years in advance. We talk about the launch of new products, improving efficiency, packaging, advertising, etc. All the family takes part in these meetings. For example, when we were looking at a new lipstick, my cousin and I asked that we launch not just a normal lipstick but a matte lipstick. It’s very long lasting and will be available in Thailand soon. My father didn’t understand because he is more concerned with the business side but he listens. All the family has to try the products. I even try the men’s lines on my hands or arms to judge the texture and the fragrance. We go through several procedures to come up with better products before they go on the market.
DO YOU FIND WORKING WITH YOUR FATHER, UNCLES AND GRANDFATHER A MAJOR CHALLENGE?
There are two sides to that. It’s easier in a way because I’ve known the brand’s DNA forever. I’ve smelt the hand cream since I was a child. It is easy because I’m a woman and I love skincare and cosmetics. However, it can be difficult because we might not have the same opinion, but whether the end decision is mine or theirs, it’s always the best for Clarins. So, it’s fine.
CAN YOU SAY SOMETHING ABOUT THE CLARINS’ HEADQUARTERS IN PARIS THAT YOU HELPED DESIGN?
We decided on a building in which everyone can work together near Paris. They can share ideas, coffee, or attend big or small meetings. It makes life easier for everybody and it is also eco-friendly. We have solar power; our floors are a special grey colour to maintain the temperature. I also wanted everyone to understand that we are a natural-based company and for each meeting room in the building we chose the plant names of our ingredients. We have more than 250 plant ingredients in Clarins products.
HOW DO YOU TAKE CARE OF YOURSELF AS THE CLARINS’ AMBASSADOR?
That’s easy. I have all the Clarins products in my bathroom. I do my own treatment almost every day. I use a lot of products and because I travel a lot, I try to listen to my skin – whether it’s oily, dry or sensitive, and then use the scrub or mask I need. I have a massage every week and a facial treatment.
WHAT IS THE BEST ADVICE YOU’VE RECEIVED FROM YOUR FATHER?
I have four brothers and sisters. My father liked to test all the products on us, especially during summer holiday. He has a special method of applying sunscreen. He taught us it was important to avoid the sun between 11pm and 3pm because it can cause wrinkles. Always wear hats. Go and have your swim but shower afterwards and finish up with cold water. Always work from the feet to the hip and upwards to improve circulation. He likes us to play sports because for happiness and beauty on the outside, you have to be beautiful on the inside too. It’s all about balance.
My grandfather also likes to listen to us. When he created Clarins, he listened to the needs of his sisters and nieces. The good thing is that as a family, we can give very honest feedback.
CLARINS DOESN’T USE ANY ACTRESS OR CELEBRITIES AS BRAND AMBASSADOR. THEY INSTEAD MADE YOU THE FACE |OF THE BRAND. WAS THERE A REASON |FOR THAT?
Actually, it’s not just me as the face of the brand and I’m not a model. My grandfather decided when he created Clarins that it was for every woman. He didn’t want to choose one girl to represent the brand; he think that is too much marketing. He wants every woman to recognised and admire herself.
