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For the Multi-Taskers, Clarins Launches New Cream

Just in time for the hectic pace of fall, French beauty brand Clarins launched their latest skin cream, Multi-Active Day, aimed at premature aging and combating the effects of everyday environmental stress.

Taking a viral marketing approach designed to target the tech-savvy demographic the cream was developed for, Clarins presented the new product to a group of bloggers in the form of a Facebook-ready video about a hypothetical day-in-the-life of the “Multi-Active Woman.”

“Who is this ‘Multi-Active Woman?’ She’s energetic, active, on-the-go, full of life, independent, concerned about her skin, stressed and busy,” explained Maria Dempsey, senior VP of marketing at Clarins. “She’s looking for multi-benefit products.”

For the new cream, Clarins researchers focused on an area of the skin known as the dermal-epidermal junction, which helps support the skin’s structure. Using an ingredient known as Ambiaty extract, this part of the skin is stimulated and protected while the skin’s fluidity and spring is restored. Katafray, an ingredient culled from the bark of a tree that grows in a very dry region of Madagascar, locks in moisture just as the bark seals in moisture for the trees. The key antioxidant in the cream is Vitamin C-rich hersperidin derived from orange peel.

Both the Ambiaty extract and Katafray used in the product are obtained through a fair trade agreement with Madagascar, where Clarins has built new schools as well as planted new Katafray trees, keeping the ingredient sustainable.

For the moment, Multi-Active Day is only available as a day cream, and is priced at $54 – a bargain when you throw in one of Clarins’ free personalized skin care consultations and some free samples, available at any Clarins counter where in 20 minutes, they will guide you through their own innovative skin care regime (The key: press products into skin, never pull or rub). Don’t worry, said Clarins vice president of education Aline Hebert – the time-pressed can do the whole routine in under seven minutes.

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