Last month, I attended the CLARINS press conference at 1904 Designed by Lagonda, a new restaurant in Zurich that combines design with Haute Cuisine. In the lounge area, that is open already in the morning for business meetings or to just have a coffee, a red wall catches your eye. The perfect backdrop for CLARINS that are famous for the red thread in their logo.
Among several novelties one seems really outstanding to me. While everyone is thinking about Millenials or Generation Z, CLARINS is working on the Silver Generation, people that are now 60 years or older. The reason is actually pretty obvious. It’s a fast growing population, with 775 M in 2015, 1.2 B in 2030 and a predicted 1.6 B in 2050.
What are women at the age of 60 plus most concerned of? Mature skin is weakend. The skin gets drier due to changes in the lipid structure and there is a lack of radiance and firmness. The glow is missing as micro circulation and vascular reactivity is diminished – around minus 44% at the age of 60. The skin’s fibroblasts are aging and that causes a decrease of micronutrient supply.
CLARINS did clinical tests with several women and divided them in two groups, one half with ladies that looked younger for their actual age and the other half with participants that looked older than they were. The reason for this phenomenon was found in the radiance of the skin. Therefore CLARINS focused on achieving a more luminous skin and developed the luminance index with an inside/outside effect.
The plant discovery for the new formulation was horse chestnut, a symbol for spring and rebirth. In Geneva’s old town, there is a horse chestnut tree whose first bud marks the official arrival of spring on the Promenade de la Treille (Marronnier Officiel). Standing in full new bloom, something we all wish for when we grow older.
Two ingredients of this tree are combined, fruit and organic flower extract, to help the skin to reactivate its micronutrient network and revive its full luminosity. After one month of using the Crème Nutri-Lumière Jour, the skin’s luminance index of 30 women tested increased 12 %. All 4 new textures are based on plant-powered formulas (17 plants of which 10 are organic) for a complete anti-aging action.
CLARINS Nutri-Lumière Jour – Nourishing, Revitalizing Day Cream – CHF 162.00
oil-infused – fresh texture
CLARINS Nutri-Lumière Jour – Nourishing, Revitalizing Day Emulsion – CHF 162.00
lighter version of the day cream – comforable texture
CLARINS Nutri-Lumière Nuit – Nourishing, Rejuvenating Night Cream – CHF 172.00
night cream oil-infused balm – not greasy at all
CLARINS Nutri-Lumière – Renewing Treatment Essence – CHF 73.00
smooth and gentle lotion – toning texture
All four new products are available now online or at the Clarins Boutique & Spa at Gerbergasse 6 in Zurich. The official launch date will be January 27, 2020.
The face of the campaign, Brazilian born Claudia Maria Ferreira da Costa, was with us in Zurich. I spotted her immediately when I came in. A beautiful, confident woman of almost 60 that truly looks much younger than her birth age.
Claudia Maria, can you tell us a little about your career path?
I started modeling around 36 years ago, a long time ago. I worked with Saint Laurent, Dior to name a few and travelled to place such as Paris, and Japan for business. I did that for around 12-14 years. Then I got married and had my two kids. Years later, I discovered this one model, this gorgeous girl where I lived, Arizona Muse. I got her career started and while I did this, the agency got also interested in me as all of a sudden an interest for mature faces came up. That was an amazing opportunity for me at the age of 50. Not many people get to do that. I just went for it and my confidence built up. Now, I take full ownership of that and I find it my mission to represent women of my age group. Also we should take in consideration that at 60, many women start to reinvent themselves.
How did you get into fencing?
I started fencing at the age of 43. My father was a fencer and I always had the curiosity about this sport but as he died a pretty long time ago, I never got to see him practice. Funnily enough, my ex-husband told me once about this fencing club and suggested to give it a try. My kids were little and I lived in this small town of Santa Fe in the US and I just went for it. Just after a few months, I had my first competition and I got hooked. It totally sparked something that I didn’t know I had in me. It showed me first of all how competitive I was and that anything is possible.
«Still learning. Still resilient. Still radiant.» – Claudia Maria Ferreira da Costa
Are you afraid of aging?
I am not afraid of the number 60. I tell people my age. The alternative of not getting older is not being alive, let’s face it. I don’t want to go back to a younger me. For me the sense of vitality is in your mind, your impulse lets you enjoy life. When you turn 60, you know more about yourself, you can embark in newer things and challenges. I feel a certain ownership of my life, much more than I used to feel when I was younger.
What are your tricks to look so amazing?
The basics to feel and look great are the following:
– use sun screen and protect your skin from the sun as much as you can
– drink a lot of water and less wine
– don’t smoke
– and don’t forget that the expression of your inner self, of who you are, transmits on the outside
An advice you would like to share?
Take two words out of your vocabulary and you will be shocked. First, «hope», it doesn’t convey power, it is just a thought of waiting for something. I am not waiting, I am making it happen. Second, «worry». If you have power, than you don’t need to worry. You just make things happen for yourself.
Say yes – that is your operative word. When I stand up, I say to myself, I do whatever it takes.
Thank you, Claudia Maria, for sparking up our day!
LoL, Sandra
Photos: Courtesy of the city of Geneva, © Clarins and © Sandra Bauknecht
