‘Pierced by Claire’s’ brings a fresh new look to ears around the world that reimagines the brand’s piercing service legacy for a new era, continuing to inspire self-expression at Gen Zalpha.
HOFFMAN ESTATES, Ill., July 13, 2023/PRNewswire/ — With more than 40 years and tens of millions of pierced ears, global fashion brand Claire’s continues to be the favorite and trusted destination for first or first time piercing. of many for generations. Now, the brand has created a distinct point of view and cultural voice for the piercing business, introducing Pierced by Claire’s. The new visual identity reimagines the legacy of Claire’s piercing business, introducing an updated experience with a bold and inspiring attitude for this generation and the next. All of this will be backed by a comprehensive marketing plan, including TV commercials and a valuable ‘free earrings for a year’ offer, which will get everyone signing up for a piercing with Claire’s.
“For more than 40 years, we’ve created a deep connection with our consumers through our industry-leading piercing business, delivering an experience they can trust, styles they’re excited about and a memorable visit to Claire’s,” Ryan explained. True, CEO. “Piercing creates a deep connection with our consumers and attracts new people and repeat customers to our brand and our stores each year, and we are proud to build on that legacy to satisfy the next generation.”
Pierced by Claire’s is led by a visually disruptive new identity, including a modern new logo, vibrant branding and a playfully conversational voice to elevate the customer experience in stores and across digital channels around the world. The brand also introduces “Pierce,” a digital character who embodies the joy of getting pierced with Claire’s style and assortment of earrings. Present throughout the brand’s marketing campaign, he will help consumers through their piercing and online shopping journey, alongside various “phygital” characters who live both digitally and physically.
“As we continue to transform into a global fashion brand, we’ve elevated what makes Claire’s special and created immersive new experiences that engage and inspire youth,” said Kristin Patrick, executive vice president and chief marketing officer. Pierced by Claire’s builds on our purpose of self-expression with a reimagined piercing experience and unique point of view that continues to embed us in the culture and position the brand for its future.”
In conjunction with the launch of the campaign, Claire’s will offer consumers “Free Earrings for a Year,” an exciting opportunity to win a free pair of earrings every month for a year when they get pierced in-store. This is the first of many exciting activations and initiatives that will make it hard to resist the first or next consumer piercing.
Expanding on this new attitude, Pierced by Claire’s showcases ear styles through ‘EarPrint’, inviting Gen Zalpha to express himself and showcase his own personal design through his EarPrint, a style identifier as unique as an ear’s fingerprint. each person. By inspiring consumers to create distinct and personalized ear designs through multiple piercing selections that express his or her style, EarPrint reinforces the Claire’s brand purpose of empowering youth to embrace and celebrate their individuality. To showcase this powerful value, Nicola Formichetti, Claire’s Resident Creative Director, harnessed the power of AI to create digital images that give consumers insight into the many ways they can create their EarPrint with Claire’s piercing and jewelry services. Claire’s.
Claire’s new brand identity will be reflected in every detail of your piercing experience, from the new piercing specialist outfit to the piercing pop-up events in the brand’s stores around the world and new merchandising. The expertise is already evident at the brand’s new flagship in Paris, as well as in stores across the EU. Claire’s will also unveil the brand with the second television ad in its history, which will air on Connected TV as part of a fully integrated omnichannel campaign.
The introduction of Pierced by Claire’s comes just in time to get ready for back to school, creating the perfect opportunity for Gen Zalpha to express her personal style or add a new piercing or one of Claire’s proprietary earring styles to her EarPrint. To book a piercing appointment, find a store near you, or learn more about how to get free earrings for a year, visit claires.com/piercing and like it on social media using
About Claire’s Holdings LLC
Claire’s Holdings LLC is a fully integrated global fashion brand committed to self-expression through the creation and distribution of exclusive, curated products and experiences. For more than 50 years, Claire’s has been a destination for the curious, creative and influential and an industry leader in ear piercing services, offering an assortment of trend-setting fashion products and accessories serving young people around the world. world to define themselves. Through its global brands, Claire’s® and Icing®, the company offers an omnichannel shopping experience with owned and franchised stores in North America and Europe, as well as franchises in the Middle East and South Africa. Learn more about Claire’s at corporate.claires.com.
MEDIA CONTACTS
Katie Settle, Claire’skatie.settle@claires.com
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