One of the most powerful decisions a brand can make is immersing itself into the culture in which they are trying to impact. Clarins opened its first institut in South Africa two decades ago and over the years the brand has put in the work to find cultural and regional relevance through inclusive and diverse campaigns and partnerships.
In launching its new Double Serum Foundation, Clarins SA partnered with contemporary South African artist, Lulama Wolf, who similarly explores the beauty of duality through her art.
Lulama created a special edition artwork for Clarins South Africa that was used on the sleeve of the product meant to celebrate skin, self expression and the beauty found in every detail. The new Clarins Double Serum foundation officially launched a day after South Africa celebrated Heritage Day, giving the partnership an even more significant meaning.
Speaking on the collaboration, Lulama said: Inspiration for me is living, it’s finding something from lived experiences to express. South Africa is a very inspiring part of the world, also quite robust and energetic but most of all it’s its beauty.
See the beautiful collaboration in images below.
