UPDATE: Clarins has just launched its highly anticipated mobile app, a game-changer for customer engagement, in collaboration with digital partner Merkle. This innovative app is now live in the United States, Canada, and Australia, following a successful pilot in the UK.
The app aims to transform how Clarins connects with its loyal customers, offering a seamless shopping experience that supports its expanding subscription service. With this launch, Clarins takes a significant step forward in its direct-to-consumer strategy, which is unprecedented in the prestige beauty industry.
The Clarins app promises an advanced shopping journey designed specifically for its dedicated clientele. Key features include:
- Quick access to the entire product range
- Streamlined shopping with persistent login and one-click payment
- Exclusive in-app offers
- Real-time push notifications about new products and promotions
- Access to digital services, including the AI Skin Observer
During its UK pilot, nearly 30% of loyal customers adopted the app, which earned an impressive 4.7-star rating on the Apple App Store. This indicates a strong preference for the app as a communication channel, with most users opting in for product alerts and exclusive offers.
Jonathan Zrihen, CEO of Clarins, emphasized the importance of direct customer relationships, stating, “With this new mobile app, we are strengthening our ability to support them every day, wherever they are.” He underscored how this innovation reflects Clarins’ commitment to exceptional customer satisfaction.
Laurant Malaveille, Chief Digital, IT & Business Support Officer, called the app’s rollout in key markets a vital milestone for Clarins’ Direct to Consumer strategy. “It offers a simple, smooth, and enjoyable experience while integrating seamlessly with Clarins’ other digital services,” he added.
The partnership with Merkle has been pivotal in realizing this vision, positioning Clarins to capitalize on the lucrative beauty market, which is projected to exceed $130 billion in the US by 2025.
Peter Stein, Merkle’s Global President, remarked, “This app positions Clarins to capture that opportunity with a customer-first approach.” Meanwhile, Chris Freeland, Merkle UK CEO, noted that the app represents a high-impact channel for Clarins, highlighting the strength of their collaboration.
The Clarins app is now available for download on both iOS and Android platforms, marking a significant shift in how beauty brands engage with their customers.
As Clarins continues to innovate and expand its reach, this launch is a pivotal moment in redefining digital beauty experiences. With customer engagement at the forefront, the app is poised to enhance loyalty and satisfaction in an increasingly competitive market.
