Glossy: Klorane Preps For Product Expansion With Dive Into Content


French heritage beauty brand Klorane launched a new U.S.-focused blog on Wednesday to bring its brand story to the forefront as it preps to match its product portfolio across markets.

In Europe, the French beauty brand offers hair, skin and body care, plus baby care and products for pregnant women, but its U.S. assortment is more limited. U.S. consumers know the brand for its hair care and dry shampoo products, available at Ulta, Bluemercury and Sephora, said Jacqueline Flam, Klorane CMO. Founded in 1966 by a pharmacist, Klorane positions itself as a masstige natural beauty brand that bases all its products on flowers and botanical ingredients. While launching a blog has become commonplace for brands, Klorane views it as an opportunity to familiarize U.S. customers with the brand’s history and ingredient story ahead of an undetermined number of hair care and skin-care product launches in the market in 2020.

“With the ease of product development and more indie brands entering the market, it’s important for us as a heritage brand to focus on the core DNA and the ‘why’ of our 50-year history,” said Flam. “Our reason for being can’t always be accomplished at a point of sale. Having a place to share thoughts in a more informal way is a [strategy] to get closer to the consumers.”

"Glossy: Klorane Preps For Product Expansion With Deeper Dive Into Content"

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