Sustainability in 2026 has transcended marketing to become an engineering metric. Clarins has led this shift by implementing refill systems for its Extra-Firming collection, reducing the environmental impact of each product by 84%. This "responsible luxury" model resonates with consumers who are no longer willing to sacrifice aesthetics for ethics, preferring reusable glass jars and refills that minimize the use of plastics and cardboard.
Biotechnology plays a crucial role in this ecosystem. The use of lab-grown ingredients, such as Clarins' collagen polypeptide, not only ensures greater efficacy by being molecules designed to mimic human biology but also reduces pressure on natural resources and intensive agriculture.
In addition to physical sustainability, Clarins has integrated social sustainability through its "Responsible Beauty" programs and support for environmental causes, reinforcing brand loyalty in an increasingly polarized market. In January 2026, the brand also celebrates cultural diversity with limited editions such as the "Lunar New Year Edition" (Year of the Horse), featuring the iconic Double Serum in a luxury format that fuses tradition and science.
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