UPDATE: Clarins has just announced the launch of its highly anticipated mobile app, a strategic move to enhance customer relationships in collaboration with digital partner Merkle. This innovative app is now available in the United States, Canada, and Australia, following a successful pilot in the UK.
This launch marks a significant step in Clarins’ direct-to-consumer acceleration, providing a seamless shopping experience designed to meet the evolving needs of its loyal customers. The app is set to revolutionize how Clarins engages with its clientele, addressing their expectations for a more personalized and efficient shopping journey.
The app features include fast access to the full product range, a simple shopping interface, persistent login, one-click payment, and exclusive in-app offers. Customers can also utilize Clarins’ AI Skin Observer and a generative-AI powered chatbot for personalized advice and support.
During its UK pilot, nearly 30% of loyal users adopted the app, which received a stellar 4.7-star rating on the Apple App Store. Users who opted into push notifications reported a preference for this direct communication channel with the brand, highlighting its effectiveness in delivering product news and exclusive offers.
Clarins CEO, Jonathan Zrihen, emphasized, “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.”
Chief Digital, IT & Business Support Officer, Laurent Malaveille, stated that the app’s launch is a key milestone in their Direct to Consumer (DTC) strategy, designed to offer a smooth and enjoyable experience for loyal customers. He noted the importance of the partnership with Merkle in bringing this vision to reality.
Peter Stein, Global President of Merkle, highlighted the app as a groundbreaking initiative in the beauty sector, stating, “While many retailers have embraced mobile apps, few beauty brands have fully tapped into this space, especially in the U.S., where the beauty market is projected to exceed $130 billion in 2025.”
This app not only enhances the shopping experience but also positions Clarins to capture significant market opportunities with a customer-first approach. The hybrid development method combines web technology with native features, ensuring a premium user experience while optimizing investments.
The Clarins app is now available for download on both iOS and Android platforms, paving the way for future expansions into additional markets, including France.
As Clarins continues to innovate in the beauty industry, this mobile app launch demonstrates its commitment to exceptional customer satisfaction, both online and in-store. The beauty brand is poised to redefine how customers interact with their favorite products, making this a must-share development for beauty enthusiasts everywhere.
