Virginie Courtin-Clarins has social responsibility running through her veins. That may sound like a hyperbole, but as the third-generation member of the family that founded luxury skincare brand Clarins, it’s indeed something that she’s been surrounded by since birth.
The managing director for Groupe Clarins and head of corporate social responsibility for Clarins, Virginie’s passion and awareness for an overarching responsible vision predates the current seismic shift. She co-founded Luz Collections in 2012, an ethical swimwear brand that uses organic cotton and recycled materials in its products. And in 2018, Virginie studied naturopathy to better understand the relationship between nature and the human body.
Virginie is now focused on attaining a B Corp certification for the Clarins brand since taking over the reins of the CSR department. The goal is to obtain it by 2023. But beyond that, she’s spearheading more substantial organic sourcing, the use of 100 per cent recyclable packaging as well as to become plastic neutral, all by 2025.
She tells us more about the “Take care of people, take care of the planet” promise that’s been an integral guiding light for Clarins, and how it’s not mere marketing speak.
You’re part of the Clarins dynasty, but you’ve also worked your way up since 2004. How important was it for you to start from the bottom and was being part of the company something you knew you wanted to do?
I have always been passionate about beauty, and always knew that I would work at Clarins. But it was important for me to have other experiences before, to open up to other trades and fields, while keeping innovation and ethics in sight.
Having been involved in the company for quite some time now and having held various positions, what drew you to be focused in the CSR aspects of the company?
Actually it was obvious for me! I grew up in a family that always had this conviction that we owe everything to nature. I am looking forward to making a contribution to what my grandfather, and then my father and my uncle have built. Today, I really want to accelerate our CSR strategy with a promise that has always been anchored in the brand’s genes: “Take care of people, take care of the planet”.
It’s clear that Clarins’ commitment to sustainability and better practices has been a longstanding one even before the pandemic. However, how did the effects of Covid-19 changed or perhaps accelerated things for the company?
The pandemic has totally shaken up beauty, as consumers gave up what once seemed essential. It’s now about embracing a more authentic, down-to-earth approach to beauty. Makeup gives way to minimalist beauty looks. In terms of skincare, solid, natural, organic products gained further popularity. There is a real return to basics. It comes down to doing things better, differently and with less—getting back in touch with a more natural, more authentic kind of beauty, and quality brand.
Being more ethical and sustainable have become key traits that brands are striving towards. But in your opinion, how should a consumer differentiate authenticity from mere marketing moves?
Consumers are becoming much more conscious. And at the same time they have access to a lot of information, so it’s our role to guide, educate and give them the most comprehensible responses on such important topics. Customers look beyond the brand name, seeking out ways to make informed decisions about what they buy and who they buy it from.
This is why I am thrilled to announce that we have launched Clarins T.R.U.S.T.. It is our first traceability platform using blockchain technology, a breakthrough innovation in the beauty industry. Each of our customers can now use their product batch number to track all major steps of the product journey—from field, to factory, to their home. It’s a first in the cosmetics industry!
A big part of a brand’s journey in being more responsible is customer education. Was this a challenge for an established brand like Clarins?
It was not a challenge as Clarins has always been authentically concerned and aimed to respect nature and people. Eco-conception of all our products is always challenged. We are committed to reach 100 per cent of our packaging to be recyclable, refillable or reusable by 2025. It starts with collecting our empty packaging. Today almost all of our points of sale are equipped with recycling bins.
What’s something that you’ve learnt and still hold on to?
Listen, but also think and act. This is how the Clarins story began. With the introduction of customer cards in its products since inception, Clarins was a pioneer in customer relationship management. Even today, whether in the privacy of treatment cabins or thanks to the 5,000 beauty coaches, Clarins stays close to women to meet their needs.
In 2020, during the pandemic, we launched ‘Clarins & me’, a free service to offer online beauty coaching. Co-designing our products with our customers has always been and still remains our strength till today. More than 6,000 consumers are directly involved in the development of our products through tests!
The main goal for now is to attained B Corp certification by 2023. Why is this important for Clarins?
B Corp is the most demanding certification in terms of social and environmental performance. It is the concrete result of everything we want to embody through our promise. It’s not about being the best company in the world, but the best company for the world. It is a very ambitious and engaging approach which involves many professions. The whole company is being mobilised for this!
