Clarins hosted a series of invitation-only events at the Crane Club in Cannes from June 22 to June 25 to showcase its new Cryo-Lip collection. The activation brought together industry figures including Maura Higgins, Jenn Tran, and Candace Parker to experience the brand’s latest skincare-focused lip treatments. According to Clarins USA, the event highlights the company’s expansion into “cryo-active” beauty technology, which utilizes cooling sensations and plant-based ingredients to address consumer demand for multifunctional lip care.
How Cryo-Active Technology is Reshaping Lip Care
The beauty industry is shifting toward “skincare-first” makeup, and Clarins’ new lip line is a direct response to this trend. According to the company, the Cryo-Lip range uses menthol and field mint essential oil to provide a cooling effect, paired with a nourishing trio of organic sweetbriar rose, jojoba, and hazelnut oils. Clinical data provided by Clarins indicates that users reported a 47% increase in hydration and a 54% increase in nourishment after 14 days of use.
What Defines the New “Cooling” Beauty Trend?
The “cryo” trend in beauty refers to the use of cold temperatures or cooling ingredients to reduce puffiness and soothe the skin. Clarins is applying this concept to lip care, moving away from traditional heavy waxes toward lightweight, active-ingredient-focused treatments. This mirrors a broader industry shift where consumers prioritize products that offer both an aesthetic “plumped” look and long-term dermatological benefits, such as the 36% improvement in lip smoothness cited by the brand in consumer testing.
Why Brand Activations are Moving to Exclusive Clubs
Clarins utilized the Crane Club Privé x LinkedIn Lounge—a concept from Tao Group Hospitality—to reach influential voices in marketing, entertainment, and fashion. By hosting these gatherings at the Carlton Cannes, the brand creates an immersive environment that blends product education with high-end hospitality. This strategy reflects a departure from traditional mass-market advertising, focusing instead on high-touch engagement with cultural tastemakers who can authentically share the brand’s narrative with their respective audiences.
Did you know?
Clarins has prioritized sustainability alongside its product innovation. The company, which achieved B Corp certification in 2025, currently maintains carbon-neutral operations and has pledged to reach 100% plastic neutrality by the end of 2025.
Frequently Asked Questions
- What is the primary benefit of the Clarins Cryo-Lip range?
The range is designed to provide immediate hydration and a cooling sensation through cryo-active technology, while also offering long-term nourishment via plant-based oils. - Is Clarins a sustainable brand?
Yes. According to official company records, Clarins is a B Corp-certified business that is carbon neutral and committed to using 100% recyclable packaging by the end of 2025. - How does the pH-adaptive lip balm work?
The balm reacts to the individual pH levels of the user’s skin, shifting from a blue color in the tube to a personalized rosy tint upon application.
Have you tried the latest cooling lip treatments? Share your experience in the comments below or subscribe to our newsletter for the latest updates on beauty innovations and industry trends.
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