Forget boring corporate websites, Clarins - the traditional French skincare brand in the homes of pretty much every women in the UK - has enlisted the help of the Courtin-Clarins sisters. Yep, the brand is wisely keeping it in the family as sisters Virginie and Claire have teamed up with cousins Prisca and Jenna as they are all the great granddaughters of the Clarins brand founder, Jacques Courtin-Clarins. You'll often see the four beauty heirs flaunting their fashion prowess on the front row at fashion weeks across the globe and they’ve been featured in several high fashion publications including Vanity Fair’s 2011 best dressed issue.
So what can we expect from their latest venture? Well, Beauty Flash Blog - or BFB - is an oh-so-cool fashion and beauty blog told through the eyes of Virginie, Claire, Prisca and Jenna. It follows their adventures in the world of shopping, beauty and all things fabulous and officially launches on September 5th with Faran Krentcil at the helm.
Formally of Nylon, Faran told Fashionista (who she was once editor of) to expect daily updates consisting of how-to videos, behind-the-scenes features and a ‘French slang’ dictionary to add a cute, Parisian feel to the blog. Oh, this is gonna be good.
From left to right: Virginie, Jenna, Prisca and Claire
By getting the really very gorgeous socialite sisters onboard, the heritage brand has cleverly targeted their future consumer. With the help of the younger Clarins generation, a whole new audience will come on board aimed by using social media to the max. So you can expect BFB accounts on Instagram, Pinterest and Tumblr too, all ready to stream on the website.
To get you even more excited, the Clarins daughters have created this chic introductory video. It's worth clicking play just to hear those accents...