Key takeaways on Clarins’ use of an app for customer service
- Clarins partners with Merkle to launch a mobile app for loyal customers.
- The app supports the brand’s growing subscription and DTC strategy.
- Features include one-click payment, AI tools and exclusive offers.
- Global rollout follows successful UK pilot, with more markets coming soon.
French cosmetics firm Clarins has launched a mobile app in partnership with Merkle to improve its direct-to-consumer communications.
The business said its aim is to deepen engagement with loyal customers, support its growing subscription business and enhance its direct-to-consumer strategy.
The company’s CEO, Jonathan Zrihen, said the new app will strengthen the business’ ability to support customers 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,” he explained.
Global expansion: Clarins rolls out app beyond UK market
Clarins first piloted the app in the UK market and is now launching it in the US, Canada and Australia, with additional markets – including France – planned for the near future.
The app offers faster access to the brand’s full product range, a simpler shopping journey, persistent login and one-click payment, access to all its digital services – such as its AI Skin Observer and the generative-AI-powered chatbot – exclusive in-app offers, and push notifications to keep customers informed about new products and promotions in real time.
The technology is built on the company’s existing e-commerce infrastructure and combines web tech with the native features such as permanent login, one-click payment and a product barcode scanner.
Merkle Global President, Peter Stein, noted that while many retailers have embraced mobile apps, few beauty brands have fully tapped into this space – especially in the US market.
“This app positions Clarins to capture that opportunity with a customer-first approach,” he said.
Clarins’ Chief Digital, IT & Business Support Officer, Laurent Malaveille, added: “The app is a key milestone in our Direct-to-Consumer (DTC) strategy. Designed for our loyal customers, it offers a simple, smooth and enjoyable experience, while integrating seamlessly with Clarins’ other digital services.”