Be reassured, informed, understood, guided, more beautiful. These are the main needs of expectant mothers. Although responding to all these needs is not an easy task for companies, one brand, among others, has established a reputation for itself in the relatively niche market of pregnant women. That brand is Clarins. What factors have caused this success? What is the « baby » strategy of this cosmetics brand?
The long established relationship between Clarins and future mothers
In 1993, Clarins was already making an impact on the cosmetics for expectant mothers market when it published the book « Pregnancy, the most beautiful days of your life. » The brand was launched; Clarins established itself as the brand leader for beauty advice during pregnancy.