Clarins, the beloved French skincare brand, is upping its presence here in the US by capitalizing on some cool fashion girls--the Courtin-Clarins sisters (who are granddaughters of the brand's founder) and none other than Fashionista's first editor, Faran Krentcil. Krentcil has left a five-year-long stint at Nylon to focus on other projects, and one of them is helping to get this blog off the ground. We chatted with her today about what to expect from Clarins' first big US digital foray.
The site, called Beauty Flash Blog (preview it here) is a riff on the brand's cult product, Beauty Flash Balm, and will officially launch September 5. According to Krentcil, you can expect daily updates and lots of video-heavy content. We'll also get many glimpses into the fabulous lives of the four Courtin-Clarins sisters--Virginie, Claire, Prisca and Jenna--as they sit front row at fashion shows, and do all sorts of things we mere mortals can only dream about.
But in addition to this bit of fantasy, will be how-to videos, cute features like a "French slang" dictionary (Krentcil said it's been her dream since she was little to have a job where she gets to speak French), and behind-the-scenes features with designers and friends of the brand. Example? Caroline Sieber used her Blackberry to document a dress fitting with Christopher Kane. So the project is an attempt to bring what is essentially a heritage brand to a new generation of consumer, via all the new channels. So yes, Instagram, Pinterest, and Tumblr accounts are all in the works.
It's sometimes hard for a brand to make compelling editorial content, but we suspect Clarins is off to a good start.
Watch the cute intro video starring those gorgeous Courtin-Clarins girls here: