Brand Research and Comparison Continued: Clarins

This is the second half of my brand research, which is focusing on Clarins and how their visual style appeals to their target audience; higher earning women in their late thirties or older.

Like the Benefit Cometics logo, Clarins' features the company's name and its city of origin. Again, it uses what could be seen as an 'ordinary' typeface, but could also be considered as a 'classic' typeface. The wording being entirely in capitals, gives the logo a feeling of sophistication, which fits in well with the inclusion of 'Paris' which is a city seen to be sophisticated and to be extremely fashionable.The curved lines around the typeface, give the logo an eye-like shape. Many  cosmetics are for eyes, so these lines could be reinforcing that Clarins is a brand of make up.

Clarins logo

Unlike Benefit, Clarins do not have their own shops, rather have counters in department stores. For example; Debenhams. All counters have the same colour palette, red and white. Red has connotations of love and passion, and is often seen as an older woman's colour. Whilst white is often associated with innocence and youth. This choice in colour could be a representation of what Clarins aim to do, give women a youthful appearance with the use of their products. The counters have a sleek, modern appearance which is a vast contrast to Benefit's vintage look.

Clarins counter in a department store

                                                                     

Clarins' packaging gives their products a feeling of sophistication, this is achieved through the use of metallic colours and classic shapes. The metallics used could also be associated with wealth, indicating that Clarins' target audience are higher earners. By embossing the products with brand name is also another indicator of the target audience.

Clarins makeup




Clarins packaging