CHINA. Family-owned prestige skincare company Clarins has partnered with China Duty Free Group (CDFG) to reveal a holistic beauty pop-up at the Sanya International Duty Free Shopping Complex in Hainan.
It was officially opened on 1 June and will run until the end of the month.
The travel retail exclusive pop-up highlights the brand’s long-standing commitment to responsible beauty and invites guests to “explore beautifully and discover the power of change”.
The first-of-its-kind activation features four interactive zones where customers can discover Clarins’ hero products and learn about the company’s commitment to leaving a beautiful planet for the future.
The journey begins at the ‘Learn’ zone, where Clarins Beauty Experts educate customers on the sustainability credentials of the Clarins Double Serum, Expert Cleansing Range and UV Plus (5P) Anti-Pollution sun screen.
Afterwards, guests are treated to a curated Clarins skincare routine at the ‘Experience’ zone, before they are led to the ‘Play & Share’ zone, where they participate in an augmented reality game.
The game transports visitors to a ‘world of wonder’ where they virtually catch butterflies inside an eco-designed tree.
The journey concludes at the ‘Commit’ zone, which showcases the brand’s pledge to plant 10,000 tree seedlings in Yunnan, China and Sumatra, Indonesia in partnership with PUR Projet.
The long-standing partnership is a part of the Clarins Seed of Beauty campaign which aims to preserve biodiversity in cooperation with local communities. Since 2011, Clarins has planted over 470,000 trees in partnership with PUR Projet.
Eco-conscious from concept to construction
Eco-design principles inform every element of the pop-up from concept to construction. The activation features paper-cut graphics, recycled acrylics and a reusable base. It has been finished with sustainable paint, reusable furniture and paper visual merchandising accents.
The pop-up can be easily dismantled and recycled. The timber-framed tree at the centre of the space was constructed with 62% less material than initial designs. The backdrop can be flat-packed to the width of a phonebook, further reducing the activation’s carbon footprint.
At the pop-up, customers can purchase travel retail exclusive sets, packaged with FSC-certified paper, printed with soy-based ink and free from cellophane wrapping. Gift pouches are made with natural, eco-friendly fibres.
Making life more beautiful, passing on a more beautiful planet
Since 1954, Clarins has remained committed to its “Making life more beautiful, passing on a more beautiful plant” ethos. This mantra extends to its Corporate Social Responsibility mission. Clarins is constantly re-evaluating, reformulating and repackaging its products to include more organic ingredients, natural formulations and eco-friendly packaging.
100% of paper and cardboard used in Clarins’ outer cardboard packaging is sourced from sustainably-managed forests. The company has also committed to becoming plastic neutral by 2025 and shifting all containers to either recyclable or recycled materials. To promote circular economy practices, Clarins is incorporating post-consumer recycled materials from single-use plastics in its packaging.
As a testament to this, the eight-generation edition of the best-selling Clarins Double Serum and the Cleansers & Toning Lotions ranges have been relaunched with more sustainable formulas and packaging.
Clarins is protecting biodiversity and promoting ethical farming practices by developing a long-term Fair Trade partnership with 11 communities in Madagascar, Burkina Faso and India. Its Domaine Clarins open-air laboratory near Annecy (Haute-Savoie region) is sustainably-managed and utilises organic farming practices.
As reported, Clarins achieved its goal of becoming a carbon neutral company in 2020. Following this, the company has now set a new target of receiving B Corp certification by 2023. B Corp is a US-based body that assesses companies’ positive societal and environmental impact.
Clarins also set the ambitious goal of transitioning to 100% recyclable packaging, 100% sustainably-sourced ingredients, 80% organic plant extracts and complete plastic neutrality by 2025. The company is seeking to optimise the traceability of its products and reinforce its fair trade programmes within the next five years.
Click here for our exclusive December 2020 interview with Clarins Deputy CEO and Head of CSR Virginie Courtin-Clarins, which explores how the company is nurturing its CSR goals under the ‘caring for people’ and ‘caring for planet’ pillars.
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