#Paris #France #mobile app #Clarins #Merkle

Clarins Launches Innovative Mobile App to Enhance Customer Relationships

Clarins, the renowned family-owned global cosmetics group, has recently introduced its new mobile app, thanks to a partnership with the digital marketing firm Merkle. This launch marks a significant milestone in Clarins' effort to strengthen direct-to-consumer relationships, aiming to create a more engaging and personalized shopping experience for its customers.

The app, which has already shown promising results during a pilot program in the UK, is designed to deepen customer engagement by introducing an intuitive shopping experience. Customers in the United States, Canada, and Australia can now access the app, with plans to roll it out in additional markets like France very soon. This step highlights Clarins' commitment to adapting to customer expectations and enhancing its subscription business, all while being a pioneer in the prestige beauty industry.

With over 70 years of experience in the beauty market, Clarins focuses heavily on customer relationships. This new app builds on their established practices of listening to their clients' needs and providing personalized support. The features of the app include:

• - Quick access to the entire product lineup
• - A straightforward and intuitive shopping experience
• - Persistent login and one-click payment options
• - Full integration with Clarins’ digital services such as the AI Skin Observer and a chatbot powered by generative AI
• - Exclusive offers within the app
• - Push notifications to keep users updated on new products and special promotions

The pilot program in the UK was quite successful, attracting nearly 30% of loyal customers, and maintaining a high 4.7-star rating on the Apple App Store. Many users opted in for push notifications, confirming the app's effectiveness as a communication channel with the brand.

Clarins has put significant effort into developing this app, leveraging existing e-commerce infrastructure while blending web technology with native functionality. The result is a hybrid application available for both iOS and Android users, ensuring a premium user experience through features like permanent login and a barcode scanner for products.

Jonathan Zrihen, CEO of Clarins, expressed his enthusiasm about the app, stating, "Direct relationships with our customers have been at the heart of Clarins' story for 70 years. With this new mobile app, we are strengthening our ability to support them every day, wherever they are. This innovation demonstrates our commitment to exceptional customer satisfaction, both online and in-store, and our pioneering role within the beauty industry."

Laurent Malaveille, Chief Digital, IT Business Support Officer at Clarins, emphasized the significance of launching the app in countries like the US, UK, Canada, and Australia as a crucial aspect of their Direct-to-Consumer strategy. He noted that the app has been designed explicitly for loyal customers, ensuring an easy and enjoyable experience while working flawlessly with Clarins’ broader digital ecosystem.

Peter Stein, Global President of Merkle, highlighted the uniqueness of the opportunity that Curains has within the beauty app landscape. As mobile applications become more ubiquitous among retailers, few beauty brands have harnessed this technology to its full potential, especially in a market projected to exceed $130 billion in the US by 2025. This app not only establishes a vital channel for Clarins but also represents a significant strategic move in a competitive market.

Chris Freeland, the UK CEO of Merkle, added his thoughts, emphasizing how this partnership exemplifies their combined focus on customer-centric, scalable solutions.

As a brand founded in Paris in 1954 by Jacques Courtin, Clarins has a long history of dedication to responsible beauty practices. Nearly 95% of its sales come from international markets, underscoring its status as the leading premium skincare brand in Europe. Clarins is committed to sustainability, with over 80% of its ingredients derived from natural sources and numerous initiatives aimed at preserving nature and enhancing people's lives. The new mobile app is another step forward in their progressive journey to deliver exceptional beauty experiences to consumers worldwide.

With the Clarins app available for download on both iOS and Android, customers can look forward to a more integrated, enjoyable shopping experience that aligns with the evolving landscape of digital beauty.