Facial morphology became an aesthetic matter for Clarins after Japanese journalists expressed their desire for a smaller, more defined face shape, such as that of French ladies when they visited the brand's beauty institute in Paris in the mid 1990s.
Facial Lift Total Contouring Serum 20th Anniversary Limited Edition.
The French cosmetics firm responded in 1998, by pioneering a new skincare category, in the creation of the first contouring serum especially for Asian women, whose beauty ideal is to boast a V-face shape.
The 20th anniversary of the iconic product, now named Facial Lift Total Contouring Serum, is marked by the "20 Years Of Success In V Contour Beauty" campaign, featuring 20 Thai celebrities sharing their views on the ideal face shape on the Clarins Thailand Facebook page.
The 20 celebs include political-science graduate Patamarat Bahiddha-Nukara, who believes that a V-shape face will make one look good from any angle when photographed.
This is particularly relevant when everyone wants to look their best in selfies and on Instagram.
Jewellery manufacturer and exporter Srisakul Sakulsombat said that doing make-up and styling hair is easier when one has a face of the right proportions.
Spouse of Tos Chirathivat, CEO of Central Group, Sukta Chirathivat said the contouring serum helps maintain her youthful look in fighting back sagging due to ageing.
"The celebrities include those who are in their early 20s to 45-plus, to demonstrate that women at any age share a common concern and wish for a face with a V-shaped contour," said Chayapa Rattanadej, vice-president for beauty products at Central Marketing Group, distributor of Clarins products in Thailand.
"Listening to women, Clarins acknowledges their concerns and works on giving them solutions," she added. "It's an ongoing process, with the feedback used to improve the formula over the past two decades. If we don't listen and make changes, it will be the clients who change, from us to another brand."
The milestone is also marked by a limited edition of the fourth-generation Facial Lift Total Contouring Serum in a red bottle with a white-plant motif.
"Referencing a lucky colour in Asia, red symbolises Clarins' passion, while white represents its skincare expertise and use of botanical extracts, in harnessing nature's beauty secrets," said Chayapa.
The plant motif is a reinterpretation of guarana, zerumbat ginger and kaki, whose extracts power the contouring serum, giving the face a lifted appearance and a sharper contour.
A face can appear more rounded, Chayapa noted, not only because of the structure but because a diet rich in fat, salt and sugar contributes to the heaviness and puffiness of the face.
Clarins' manual auto-lifting method, however, involves a draining technique that helps enhance lymphatic circulation, in reshaping the face.
Using the contouring serum along with the manual auto-lifting method twice daily will usually require three weeks before visible results, whereas a botulinum-toxin injection is a shortcut to sculpting the facial profile.
"It takes longer and requires discipline to regularly follow Clarins' skincare ritual, but we still believe in a natural approach to beauty," she said.
For information on the campaign, visit the Clarins Thailand Facebook page.
