Claire’s Launches Fragrance Line Tailored to Gen Zalpha: “C by Claire’s”

Claire’s, the iconic brand once synonymous with ear-piercing and tween accessories, is stepping into a new realm: fragrance. The launch of C by Claire’s, a fresh collection of perfumes and body care products, marks a significant shift in the brand’s strategy as it targets the emerging Gen Zalpha demographic. Featuring gourmand-inspired scents and affordable price points, this line is designed to meet the evolving beauty preferences of younger consumers.

A Fragrance Line Inspired by Youthful Indulgence

The C by Claire’s collection introduces five fragrances—Cherry Bliss, Cloudberry Fizz, Watermelon Kiss, and Salted Caramel—alongside a new signature scent, Be The Most. Each fragrance embodies current trends, especially the growing popularity of gourmand notes among younger fragrance fans. The signature Be The Most combines pistachio, vanilla musk, sandalwood, and Italian citrus to create a playful and modern aroma. 

“We’re thrilled to offer a new avenue for self-expression through fragrance,” said Meghan Hurley, Claire’s vice president of marketing. Hurley added that this collection reflects the excitement and creativity that young consumers bring to beauty.

The line also includes complementary body care products such as hair mists, body scrubs, and moisturizers.

Fragrance for the Next Generation

Claire’s launch of C by Claire’s is part of a broader trend in the fragrance industry: targeting younger consumers who increasingly view scent as a personal and emotional purchase. According to data from Circana, fragrance use among Gen Z surged from 5% in 2022 to 83% in 2023, indicating a major cultural shift in how younger generations approach beauty.

Claire’s aims to resonate specifically with Gen Zalpha, a demographic that blends the older Gen Z with the younger Gen Alpha. This group, characterized by their creative and bold sense of style, is drawn to products that feel like indulgences rather than necessities. “It’s about creating products that fit into their lifestyle,” Hurley explained.

Affordable Luxury in Every Spritz

Unlike high-end retailers such as Sephora and Ulta, Claire’s fragrances focus on accessibility. Prices are capped at $24.99 for Be The Most, with other perfumes priced at $19.99 and body mists available for $14.99. This pricing strategy aims to make luxury-inspired scents attainable for younger shoppers.

“We want this collection to feel special while remaining affordable,” Hurley added. 

The C by Claire’s collection is launching just in time for the holiday season, supported by festive offerings such as a seven-day advent calendar featuring mini sprays from the line. Claire’s hopes the holiday push will solidify its position as a key player in the fragrance market for younger consumers.

This fragrance launch follows other brand reinventions, including a Parisian flagship store designed by Nicola Formichetti and expanded product offerings in Walgreens locations. The fragrance line is yet another step in Claire’s ongoing transformation from a nostalgic mall staple to a forward-thinking lifestyle brand.

An Emotional Connection Through Fragrance

With C by Claire’s, the brand aims to move beyond practical purchases to create emotional connections with its customers. 

C by Claire’s is now available both online and in stores, with plans for future expansions. As Claire’s continues to evolve, this collection represents an exciting step in enhancing the brand’s relationship with beauty and its youthful audience.