Clarins launches mobile app to elevate Customer Experience
French multinational cosmetics company Clarins has launched it’s mobile app marking a new step forward in its direct-to-consumer acceleration.
Developed in partnership with American global customer experience management (CXM) agency Merkle (a long-standing digital partner), the new Clarins app is designed to deepen engagement with loyal customers, by providing a streamlined, user-centric experience, that offers immediate access to the entire product range through a simple and intuitive shopping journey.
Key features enhance convenience, such as a persistent login for effortless browsing and 1-click payment for swift transactions. Beyond commerce, the app integrates Clarins’ full suite of digital services, including the AI Skin Observer and an AI-powered chatbot, offering personalized engagement. To keep users informed and incentivized, it also provides exclusive offers and real-time push notifications about new products and special promotions.
‘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,’ Clarins CEO, Jonathan Zrihen said in a press release.
‘Launching this app in the US, UK, Canada and Australia – and soon in other markets – 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. Our partnership with Merkle has been instrumental in bringing this vision to life and deploying a scalable international solution,’ Clarins Chief Digital, IT & Business Support Officer, Laurent Malaveille added.
‘Clarins is an iconic beauty brand, and we’re proud to help them lead the way in redefining digital beauty experiences. While many retailers have embraced mobile apps, few beauty brands have fully tapped into this space – especially in the U.S., where the beauty and personal care market is projected to exceed USD 130 billion in 2025. This app positions Clarins to capture that opportunity with a customer-first approach,’ Merkle Global President, Peter Stein stated.
The Clarins app is available on iOS and Android in the United States, Canada and Australia, with additional markets, including France, to follow shortly.
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