NEWS9 March 2010

Clarins smells promise in launch of co-creation community Womanity

Europe Trends

FRANCE— Designer Thierry Mugler and the Clarins Fragrance Group have launched a new online co-creation community,

The community is open to both men and women and will allow members to discuss and share ideas and content about “the definition of Womanity” which will be used to develop future Clarin perfumes and products.

Joel Palix, president of the Clarins Fragrance Group, said: “A brand must seek to break away from the elementary notion of broadcasting a message. Through user generated content, we place customers at the core of our thinking about the brand, sparking interaction through constant exchange.”

The perfume brand hopes to have attracted two million members to the community by the end of the year. It will be available in six languages: English, French, Spanish, German, Italian and Portuguese.

Palix added: “Our goal is to move toward the innovative notion of an ‘amplified brand’ meaning that products created by the Womanity community become a reality, an inevitable next step for the creative platform.”