Clarins celebrates diverse, authentic beauty with the launch of Skin Illusion Full Coverage Foundation
Clarins builds on its tradition of innovation with the launch of Skin Illusion Full Coverage Foundation, a foundation that salutes the uniqueness of every South African.
Available in 24 shades in store and 28 shades online (with another shade set to be introduced in July), Skin Illusion Full Coverage Foundation sees Clarins fulfilling its promise to create a foundation for all men and women across southern Africa – all while staying true to Clarins’ commitment to developing products that provide the perfect blend of makeup with real skincare benefits.
The diversity which is celebrated through Skin Illusion Full Coverage Foundation is reflected through a marketing campaign featuring 12 different faces, each handpicked to ensure that every South African would find themselves represented, which was launched in March.
Says Nthabiseng Makhokha, Clarins communications specialist,
“For me, beauty is not reflected in a singular shade. It’s a spectrum. I was determined to develop a campaign that reflected the very essence of South Africa’s rich diversity. We handpicked each face for our campaign, and while every single woman and man is beautiful, they have their own specific type of beauty. This speaks to our belief that everyone deserves a foundation that compliments their natural skin tone and celebrates their unique essence. This is the cornerstone of the campaign: it is inclusive and empowering, and shows that Clarins is a brand that loves women, and men, for their true beauty."
“I also love that each of faces embodies a sense of confidence,”
Nthabiseng continues.
“Your skin tells a story of individuality, and your foundation should do the same by enhancing, rather than masking your natural glow, your features and everything else that makes you, you.”
Skin Illusion Full Coverage Foundation does this by providing cover which is at once matte, yet allows for a luminous glow. It is also buildable and long wearing, thanks to SkinFit Technology, which allows the foundation to adjust to every movement of the face
The foundation also delivers real skincare benefits with extended use: Nthabiseng informs that, according to a recent 28-day study showed that women who used the foundation experienced a 29% reduction in skin imperfections over this period, while shine was reduced by 10%. This is due to powerful skincare ingredients which make up no less than 80% of the foundation’s formula.
Clarins Marketing and Digital Executive Bronwen Olivier says that the foundation speaks to many of the concerns of today’s women.
“Women want to look pulled together, but have had enough of the mask-like foundation look. They are tired of hiding their perceived flaws, and are ready to look like themselves; however, they still want that matte finish and radiant glow. Enter Clarins Skin Illusion: the latest in our continuing projects and efforts to answer the needs of our customers in South Africa. This foundation has all the benefits of skincare, plus a hydrating and long-lasting formula to take our women, and men, through their day into the night! More responsible packaging is an added plus.”
Isabel Martins, CEO of Clarins South Africa, agrees that the foundation embodies all that the brand stands for.
“These past few years, we have focused on being more ‘Clarins’ than ever, going back to our roots and to what makes our brand so special: our skincare expertise, our plant-based inspiration, and our belief that true beauty is authentic. This is what this campaign is all about: celebrating authentic, natural beauty with beautiful, inspiring South African women and men, from all ages and backgrounds."
"This foundation launch truly echoes Clarins’ core values and reflects who we are as a brand and as a team,”
she concludes.
