Smelling Clarins' iconic products brings back, for Jenna Courtin-Clarins, childhood memories of when her grandfather asked her opinion about his formulas, in the same way that munching a madeleine dipped in tea reminded French novelist Marcel Proust of sweet moments in the past.
"As kids, we gave our grandfather straightforward feedback about the scent and texture," recalled the French brand's heiress, recently in Bangkok for the opening of the flagship store and Clarins Skin Spa in Iconsiam.
The cosmetics empire was founded by Jacques Courtin-Clarins, a medical student whose path in life changed after the war. In 1954, he opened the first Clarins Institute de Beauté in Paris, and became notable for using plant-based products in maintaining women's beauty, which relates to their well-being.
Today, the company is headed by his sons, Christian and Dr Olivier, whose offspring have brought fresh ideas in continuing the brand's rich legacy, and making Clarins more feminine, modern and young.
Christian's daughters Virginie and Claire, along with Dr Olivier's twins Jenna and Prisca, have been on the company's supervisory board since 2010.
"We have been involved in the family business since little girls. As already said, our grandfather asked for feedback about his formulas while my father tested products, like sunscreen, on us," the third-generation Courtin-Clarins said. "Today, in board meetings, we give our opinions, from a girl's point of view. Sometimes we don't agree, but at the end of the day we always find the best solution for the company."
The blonde beauty has a background in graphic design, visual communication and professional photography. Named brand ambassador in 2017, she travels around the world to promote Clarins values and differences, charted by her grandfather.
Gathering feedback and listening to women has been the heart of product creation and development since the 1950s. Initially, the founder listened to his sister and her friends in order to understand their beauty concerns. In 1968, he began inserting a customer card in packaging to obtain feedback, as a way to listen to women.
Last year, the release of Joli Rouge Velvet lipstick with a matte finish is an example of how his sons listened to the four gorgeous Courtin-Clarins girls.
"At first, my uncle and father didn't understand why we wanted to develop a long-wearing matt formula, but we won them over," said the charming millennial.
Recently launched in Thailand, the My Clarins skincare collection caters to those aged between 18 and 25.
"We want to give women at different ages, who have various beauty concerns, what their skin needs," she said. "The My Clarins collection differs from other product families in terms of scent, texture and packaging, as well as affordability, to attract a younger generation."
Without phthalates, parabens, and sulphates, the vegan skincare products are composed of 88% natural ingredients, particularly fruit and plant extracts.
Clarins uses over 250 botanical extracts in the formulation of its skincare products that also include those for maternity and men.
All ingredients are sustainably sourced and selected for their effectiveness to address different skin conditions and problems.
For instance, coconut water and extracts of Alpenrose, fig, acerola seed and huang qi are key ingredients in the My Clarins Re-Charge Relaxing Sleep Mask, which helps eliminate pollutants and toxins while rebalancing and hydrating the skin.
The natural ingredients are listed on the back of the simple and eco-friendly packaging, which has been a part of the company's sustainable practices since the mid-1980s.
Clarins Iconsiam.
The My Clarins products further feature floral and fruity scents along with refreshing textures that provide sensorial pleasure upon application.
"The lightweight texture is also fitting for Thailand's hot and humid climate, while the formulas are easy to use for a fast and efficient skincare routine. We also encourage using Clarins' unique application methods that boost their effectiveness," she said.
Unlike many other beauty houses, Clarins does not enlist celebrities as endorsers, preferring to spend the money on research and development. Customers thus pay the real price for the quality skincare products, without the cost of the marketing hype.
On describing the Clarins woman, the bubbly brand ambassador said: "She is every woman. My grandfather always said that his job was to reveal the natural beauty of every woman."
