With over 40 years and tens of millions of ears pierced, global fashion brand Claire’s has created a distinct point of view and cultural voice for the piercing business, unveiling Pierced by Claire’s. The new visual identity reimagines Claire’s legacy piercing business, introducing an updated experience. It will all be supported by a full-funnel marketing plan, including TV ads and a valuable ‘Free earrings for a year’ offering.
“For more than 40 years, we have created a deep connection with our consumers through our industry-leading piercing business, delivering an experience they can trust, styles that excite them and a memorable visit to Claire’s,” said Ryan Vero, chief executive officer. “Piercing creates a deep connection with our consumers and draws new people and returning customers to our brand and stores every year, and we are proud to build on that legacy to meet the next generation.”
Pierced by Claire’s is led by a visually disruptive new identity, including a modern new logo, vibrant branding and playfully conversational voice to elevate the customer experience in stores and across digital channels worldwide. The brand is also introducing ‘Pierce,’ a digital character who personifies the joy of getting pierced with Claire’s trend-forward earring style and assortment. Present across the brand’s marketing, he will assist consumers throughout their piercing and online shopping journeys alongside several supporting ‘phygital’ characters that live both digitally and physically.
“As we continue to transform into a global fashion brand powerhouse, we have elevated what makes Claire’s special and created immersive new experiences that envelop and inspire young people,” said Kristin Patrick, EVP and chief marketing officer. “Pierced by Claire’s builds on our purpose of self-expression with a reimagined piercing experience and a unique point of view that continues to embed us in culture and positions the brand for its future.”
Alongside the campaign launch, Claire’s will offer consumers ‘Free earrings for a year’, an opportunity to earn a free pair of earrings every month for a year when they get pierced in-store.
Pierced by Claire’s will extend this new attitude with a showcase of ear-styles through ‘EarPrint’, inviting Gen Zalpha to express themselves and showcase their own personal design through their EarPrint, a style identifier as unique as each person’s fingerprint. Inspiring consumers to create distinct and personalized ear designs through multiple piercing selections that express their style, EarPrint reinforces Claire’s brand purpose of empowering young people to embrace and celebrate their individuality. To showcase this powerful equity, Claire’s Creative Director in Residence Nicola Formichetti tapped into the power of AI to create digital images that give consumers a glimpse into the many ways they can curate their EarPrint with Claire’s piercing services and jewelry.
Claire’s new brand identity ranges from new Piercing Specialist attire to pop-up piercing events at the brand’s global stores and new merch. The experience is already at the brand’s new flagship location in Paris as well as within stores throughout Europe. Claire’s will also drive awareness with its second-ever TV spot rolling out across Connected TV as a part of a fully integrated omni-channel campaign.
The introduction of Pierced by Claire’s comes in time to get ready for the back-to-school season, creating the opportunity for Gen Zalpha to express their personal style or add to their EarPrint with a new piercing or one of Claire’s proprietary earring styles. To schedule a piercing appointment, find a store near you or learn more about earning Free earrings for a year, visit claires.com/piercing.
