Clarins, the iconic family-owned global cosmetics group, has launched its mobile app in partnership with long-standing digital partner Merkle, marking a new step forward in its direct-to-consumer acceleration.
Following a highly successful pilot in the UK, the app is now available in the United States, Canada, and Australia, with additional markets, including France, to follow shortly. Designed to deepen engagement with its loyal customers, the app introduces a seamless and intuitive shopping experience that supports Clarins’ growing subscription business and enhances its direct-to-consumer strategy – a first in the prestige beauty industry.
Unlocking a more advanced shopping journey for loyal customers
For 70 years, Clarins has built its growth on listening, advising, and staying close to its customers, both in institutes and points of sale. The Clarins app extends this relationship thanks to native features that better address customers’ expectations:
- Fast access to the full product offering;
- A simple and intuitive shopping journey;
- Persistent login and 1-click payment;
- Access to all Clarins digital services, including the AI Skin Observer and the generative-AI powered chatbot;
- Exclusive in-app offers;
- Push notifications to stay informed in real time about new products and exclusive offers.
During the pilot in the UK, nearly 30% of Clarins’ loyal customers adopted the app, which received a 4.7-star rating on the Apple App Store. A majority opted in to receive push notifications about product news and exclusive offers, confirming the app as a preferred communication channel with the brand.
Built on Clarins’ existing e-commerce infrastructure, the app – available on iOS and Android – combines the flexibility of web technology with the performance of native features such as permanent login, one-click payment, and a product barcode scanner. This hybrid app development approach optimizes investments while delivering a premium user experience.
Clarins CEO, Jonathan Zrihen: “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 Chief Digital, IT & Business Support Officer, Laurent Malaveille: “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.”
Merkle Global President, Peter Stein: “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 (1). This app positions Clarins to capture that opportunity with a customer-first approach.”
Merkle UK CEO, Chris Freeland: “This app represents a new, high-impact channel for Clarins. It’s a testament to our strong partnership and shared focus on customer-centric, scalable solutions.”
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