Jamie Matusow, Editor-in-Chief02.03.16
Beauty Packaging’s thousands of online readers were asked to vote for a brand manufacturer they thought deserved the title of Beauty Company of the Year: Excellence in Packaging.
Clarins is our Global Winner and is featured in our Jan/Feb 2016 issue. (Our Indie Winner is Stowaway Cosmetics.)
Here, in this Online Exclusive interview, Beauty Packaging's Jamie Matusow talks with Danyelle Boilard-Paul, executive vice president and
Danyelle Boilard-Paul, executive VP/GM,
Clarins Groupe USA
general manager for Clarins Groupe USA.
It provides a fascinating insight into the Clarins-owned Thierry Mugler brand and its exciting future in the U.S. market—and throughout the world.
See the slideshow above for a few packaging highlights from the massive collection of Thierry Mugler fragrances that have launched, including its Angel, Alien and A-Men brands - many of which have been sold in limited edition, refillable bottles.
Online Exclusive: An Interview with Clarins' Danyelle Boilard-Paul
Jamie Matusow: Is packaging for Thierry Mugler handled by the same packaging team?
Danyelle Boilard-Paul: Yes, it is the same team.
JM: How does Thierry Mugler fit with Clarins?
DBP: Thierry Mugler Parfums is part of the Clarins Groupe. Mugler Parfums was born in 1992 with the launch of Angel, with concerns and interests for the consumer very similar, if not the same.
JM: What is the Thierry Mugler brand’s prospects for growth in the U.S.?
DBP: The Thierry Mugler brand is more alive than ever, with the Angel franchise now being in the Top 10 fragrances and the Alien franchise growing and rapidly approaching the Top 20 in the U.S. We are planning big launches on the fragrance side starting 2016, 2017 and 2018.
JM: Who is Mugler’s target customer?
DBP: Angel is reaching out to any age group—this franchise is all about being in love with the most incredible fragrance. Alien is recruiting new consumers. At Clarins, we are not talking to a specific age group or consumer, but rather we are reaching out to anyone who is looking for a luxurious, desirable product.
JM: What is the general brand message?
DBP: It’s all about creating disruptive juices, disruptive fragrances, that will surprise, excite and keep the customers addicted to the brand. They stand the test of time.
JM: Is there a particular direction in which Mugler is going?
DBP: Similar to Clarins, we are looking for continued awareness and visibility for our brands in the U.S. We are always looking out to the consumer to provide us with feedback on our new and existing fragrances, in order to keep gaining market share in the fragrance world.
JM: What can we expect from Thierry Mugler in the year(s) ahead?
DBP: We are launching a new fragrance Angel Muse in June 2016, which will propel the Angel franchise to a brand new level. With Alien, our goal is to increase our sales by 30% from 2015 to 2018.
JM: Where does the bulk of company sales lie?
DBP: We are in department stores, and for Thierry Mugler, we are particularly strong in markets such as New York, Boston and Miami.
JM: What is the essence of Thierry Mugler’ success?
DBP: The recipe has been to create disruptive juices with incredible bottles (i.e, the star bottle for Angel). We’ve been the first brand to create a refill program that was economical and ecological back in 1992. We were a leader and still are today.
JM: Where do you see the Thierry Mugler brand five years from now?
DBP: With the launches that we are planning and our huge ambition on Alien, our two key brands in the Thierry Mugler portfolio are going to be stronger than ever. We are planning to continue creating the most innovative and disruptive fragrances that people literally fall in love with and stay loyal to for years and years.
Read More
Beauty Packaging's feature, Clarins: Responsible Beauty includes Part One of Jamie Matusow's interview with Danyelle Boilard-Paul, at the end of the story.
Clarins is our Global Winner and is featured in our Jan/Feb 2016 issue. (Our Indie Winner is Stowaway Cosmetics.)
Here, in this Online Exclusive interview, Beauty Packaging's Jamie Matusow talks with Danyelle Boilard-Paul, executive vice president and
Danyelle Boilard-Paul, executive VP/GM,
Clarins Groupe USA
It provides a fascinating insight into the Clarins-owned Thierry Mugler brand and its exciting future in the U.S. market—and throughout the world.
See the slideshow above for a few packaging highlights from the massive collection of Thierry Mugler fragrances that have launched, including its Angel, Alien and A-Men brands - many of which have been sold in limited edition, refillable bottles.
Online Exclusive: An Interview with Clarins' Danyelle Boilard-Paul
Jamie Matusow: Is packaging for Thierry Mugler handled by the same packaging team?
Danyelle Boilard-Paul: Yes, it is the same team.
JM: How does Thierry Mugler fit with Clarins?
DBP: Thierry Mugler Parfums is part of the Clarins Groupe. Mugler Parfums was born in 1992 with the launch of Angel, with concerns and interests for the consumer very similar, if not the same.
JM: What is the Thierry Mugler brand’s prospects for growth in the U.S.?
DBP: The Thierry Mugler brand is more alive than ever, with the Angel franchise now being in the Top 10 fragrances and the Alien franchise growing and rapidly approaching the Top 20 in the U.S. We are planning big launches on the fragrance side starting 2016, 2017 and 2018.
JM: Who is Mugler’s target customer?
DBP: Angel is reaching out to any age group—this franchise is all about being in love with the most incredible fragrance. Alien is recruiting new consumers. At Clarins, we are not talking to a specific age group or consumer, but rather we are reaching out to anyone who is looking for a luxurious, desirable product.
JM: What is the general brand message?
DBP: It’s all about creating disruptive juices, disruptive fragrances, that will surprise, excite and keep the customers addicted to the brand. They stand the test of time.
JM: Is there a particular direction in which Mugler is going?
DBP: Similar to Clarins, we are looking for continued awareness and visibility for our brands in the U.S. We are always looking out to the consumer to provide us with feedback on our new and existing fragrances, in order to keep gaining market share in the fragrance world.
JM: What can we expect from Thierry Mugler in the year(s) ahead?
DBP: We are launching a new fragrance Angel Muse in June 2016, which will propel the Angel franchise to a brand new level. With Alien, our goal is to increase our sales by 30% from 2015 to 2018.
JM: Where does the bulk of company sales lie?
DBP: We are in department stores, and for Thierry Mugler, we are particularly strong in markets such as New York, Boston and Miami.
JM: What is the essence of Thierry Mugler’ success?
DBP: The recipe has been to create disruptive juices with incredible bottles (i.e, the star bottle for Angel). We’ve been the first brand to create a refill program that was economical and ecological back in 1992. We were a leader and still are today.
JM: Where do you see the Thierry Mugler brand five years from now?
DBP: With the launches that we are planning and our huge ambition on Alien, our two key brands in the Thierry Mugler portfolio are going to be stronger than ever. We are planning to continue creating the most innovative and disruptive fragrances that people literally fall in love with and stay loyal to for years and years.
Read More
Beauty Packaging's feature, Clarins: Responsible Beauty includes Part One of Jamie Matusow's interview with Danyelle Boilard-Paul, at the end of the story.
