Claire’s, once known primarily for ear piercings, is shifting its focus to meet the growing demand for fragrance among Gen Zalpha consumers. The retailer recently launched a collection of five new fragrances and a body care line, aiming to capitalize on the surge in fragrance use among younger shoppers, which jumped significantly in the past year.
With competitive pricing, Claire’s offers its signature fragrance at $24.99, while body mists start at $14.99, making the products accessible to budget-conscious consumers. This launch comes as part of the brand’s broader effort to modernize its image after emerging from bankruptcy. Recent initiatives include opening a high-end store in Paris and expanding its presence to 4,400 Walgreens locations.
By positioning its fragrances as lifestyle indulgences, Claire’s hopes to attract Gen Zalpha shoppers during the holiday season, offering products like a seven-day advent calendar with mini sprays. This strategic shift is designed to make Claire’s a go-to destination for affordable, trendy fragrances.
