In 1954, Jacques Courting opened beauty salons in France under the name of Clarins. To complement the activities of these institutions and to benefit all women with his long experience, Jacques Courting decided to create effective products to be used at home in the early 1960s. The team included Clarins dermatologists, biologists, cosmetologists, engineers, chemists and so on. This association brought about a balance between a caring experience and knowledge of cosmetology.
It gave birth to the first line of care products for face and body in 1968. At that time, Clarins chose to use a selective distribution channel for selling its products (distribution channel consisting of perfume and department stores). The company acquired an international dimension in the early 1970s and signed its first contracts with exclusive agents abroad. The era of the first subsidiaries began in the 1980s with the subsidiary of U.S. being established in January 1981 and that of Japan in 1985. Since then, Clarins has created numerous subsidiaries.
In 1984, the Clarins group was introduced in the Second Market in the Paris Stock Exchange before becoming number "one" with respect to skin care and luxury beauty in 1990s. Soon after this title, the company began to diversify by creating Thierry Mugler Perfumes, taking minority ownership positions in Mugler Triumvirate (holding companies couture ThierryMugler) and launching its makeup products (1991).
Meanwhile, Clarins' effort to increase its capital was transferred from Second Market to the monthly payments in the Paris Stock Exchange. Finally, in order to consolidate its position in the perfume sector, Clarins acquired Azzaro and Montana perfumes by 2005. In 2007, to bring together the fashion and fragrance activities in the same company, the company obtained majority of its ownership from Mugler Haute-Couture. The legal structure of the management was changed in 2008 to adopt the formula to the Executive Board and Supervisory Board. Mr. Jacques Courtin-Clarins (founder) was the Chairman of the Supervisory Board.
Today, Clarins is one of the leading companies for skin care and beauty products and is the leader in France; the company has enjoyed resounding success in over 110 countries. Its objective is to create efficient products through (using the active top performers), serious (all products undergo an average of 86 controls before, during and after manufacture) and adapted (creating a close relationship with the customers to meet their expectations) measures keeping in mind the aesthetic concerns of women.
The selective market of perfumes and cosmetics registered an increase of over 4% in 2008. The company Clarins, with growth above 10%, continued to win market shares in all product categories. This enabled it to strengthen its position and even reinforce its leadership in Europe. Thus, Clarins exceeded its sales target of 4 billion euros. Consolidated sales in 2008 amounted to 4,014 million euros with an increase of 12.4% in the market shares.
This followed the general trend of growth of the company since the early 1990s. The rise in the earnings was very favorable and the operating income increased by 12.9% and had a net income of 55.5% in 2008. Thus, the group achieved a new record.
Tags: Jacques Courting, Clarins, subsidiaries, Second Market, Paris Stock Exchange, Mugler Haute-Couture
[...] The makeup Established in 1991, makeup products represent 11% of the sales of Clarins. With 30 products and over 150 references, the makeup by Clarins combines bright colors and the experience of care (100% natural products and anti- pollution complex). The results obtained confirm the growing success of the makeup segment of Clarins' cosmetics market. The turnover reached 442.4 million Euros, an increase of c. Perfumes This activity area is composed of three brands: Azzaro, Montana and Thierry Mugler ¬ In 1978, Loris Azzaro (fashion designer) launched its first perfume, "Azzaro Pour Homme." In 2005, Clarins became the sole owner of the trademark. [...]
[...] Indeed, Clarins has not developed a real strategy for this activity. The main objective was the acquisition of the brand to save money. Summary of the strategy: innovation Through the analysis we just completed about the activities of the company Clarins, we have identified an overall strategy. Indeed, the competitive strategy is based on an undeniably strong product differentiation that passes through constant innovation. This is explained by the pursuit of the actual and perceived quality of products. Innovation is the key word of the Clarins Group: ¬ Innovation in terms of beauty care products to create effective products to treat skin ¬ Innovation in terms of makeup with the aim of developing quality products that meet the needs of all women ¬ Innovation in terms of flavor, to develop fragrances that convey the image of luxury Thus, thanks to the dynamism of the Center for Applied Clarins, innovative and ever more powerful products are born each year. [...]
[...] "Angel For Men", launched in 2006, revolutionized the world of men's fragrances. With a turnover of 1,215 million Euros, up the group reinforced its presence in the largest segment of the market for perfumes and cosmetics: the high-end segment. It is noteworthy that the fragrances developed by the Clarins Group are luxury products whose main competitors are Chanel, Dior and Guerlain. d. Haute couture Haute couture provides a very low turnover. The objective of Clarins was not to embark on the world of fashion, but to have full control over the Thierry Mugler brand. [...]
[...] Growth is balanced and overall success is found in all four market segments: • Beauty care products posted an increase of • Makeup was up • Perfumes were up • Seam was up The company Clarins has been the market leader since 1980 and its position in the countries of Europe seems equally powerful ¬ Europe (excluding France) The Group's sales in this area are up by and which represents 46% of the total turnover. All countries have reported strong growth. In beauty care products, the performance is very satisfactory. All markets are showing sales increases of around with the exception of Spain 33.7 where the distribution subsidiary established in September 2006 has shown a spectacular development. Conversely, a subsidiary of the UK experienced a lower increase ( 3.5 to the extent that the Group's market share is already exceptionally high ( market share). [...]
[...] The success of 2008 also reflects the fact that the benefit has reached the highest level in the history of the Group The outlook for the future The analysis we just completed on the Clarins Group suggests that it has strong assets to begin the third millennium in style The beauty products business will be led by the launch of new concepts, of which the most important are a range of products created to fight against the stress on the skin, and a new line of solar products that will complement the renewal brought about in 2008. It appears that Clarins will continue to grow and become a major player in the make-up business. The next month will see the launch a new collection of lip gloss, eye shadow and nail polish. The fragrance business, providing further growth on the existing line, will benefit from the launch of a new feminine fragrance from Azarro and the introduction of "Angel Innocent" in the U.S . In addition, Clarins will launch beauty "Angel". [...]
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