Claire’s goes all in for ear piercing

Claire’s is putting a big spotlight on one of its most signature offerings: ear-piercing.

Citing 40 years of piercing expertise and more than 100 million ears pierced to-date, the young women’s accessories retailer is reimagining its legacy ear piercing business with a new look and feel specifically designed for its target Gen Zalpha consumers. (Gen Zalpha is a combination of  Gen Z (1996-2012) and Gen Alpha  (2013-2025). Called Zalpha, the category includes anyone born after 1996.)

Called “Pierced by Claire’s,” the campaign features a new visual identity designed to elevate the customer experience in stores and across digital channels. It includes a new logo, a “playful” conversational  voice and updated branding. The new identity will be supported by a comprehensive marketing plan, including TV ads and a special
“free earrings for a year” promotion.  

In addition, the brand is introducing 'Pierce,' a digital character who personifies the joy of getting pierced with Claire's trend-forward earring style and assortment, the company said. Present across the brand's marketing, he will assist consumers throughout their piercing and online shopping journeys alongside several supporting characters that will live both digitally and physically.

Claire's new brand identity will be featured in every detail of its piercing experience, from new “piercing specialist” attire to pop-up piercing events at the brand's global stores to new merchandise. The experience is already evident at the brand's new flagship in Paris as well as within stores throughout the European Union.

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. It is the first of many planned activations and initiatives that will make consumers' first or next piercing hard to resist, Claire’s said.

Claire’s updated piercing experience will also give customers the ability to create distinct ear designs with multiple piercing selections that express their personal style through its “Ear Print” 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, CEO, Claire’s. "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."

Claire’s has 2,300 stores in 17 countries throughout North America and Europe. The company has expanded its footprint with partnerships with other retailers, ranging from Macy’s to Walmart to grocery stores.