Clarins listens to its customers

Clarins listens to its customers

SINGAPORE - The next time you are at a Clarins Skin Spa and are given a feedback form to fill out, take heart that every comment you make counts. The same goes for the feedback cards that come with every Clarins product.

That is because the French skincare company takes what its customers say very seriously.

The feedback has translated into products such as the Shaping Facial Lift ($102) and Body Lift Cellulite Control ($88), which were introduced in 2010 and May this year, respectively.

The plant-based skincare brand is known especially for its cellulite and firming creams.

The company also takes note of customers' feedback to improve its spa offerings just for the Asian market, says the brand's president, Dr Olivier Courtin-Clarins, who oversees the research arm of the company and the development of its spa treatments.

For example, the Lifting Face Shaper treatment ($175) was developed specifically for the Asian market and is not available elsewhere. Launched in 1998, and reformulated in 2011, it helps to drain toxins and reduce puffiness, so that skin becomes firmer.

According to Ms Brenda Loke, marketing manager of Clarins in Singapore, women in Asia pay more attention to firming treatments because the fat pockets in their faces are heavier and tend to sag more than women in the West.

Dr Courtin-Clarins, who was in Singapore last week as part of a tour of the brand's spa facilities in Asia, knows about customer preferences based on the numerous feedback cards received from Clarins Skin Spa customers worldwide.

The cards are a mainstay of the company. The company receives about 150 feedback cards, phone calls and e-mail messages a month in Singapore from its spas and customers who have used its products.

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