Business Platform

Clarins

Strengthening customer connections with marketing messages on WhatsApp

Brand

WhatsApp Business Solution Provider

The cosmetics brand celebrated National Lipstick Day with a campaign of marketing messages on WhatsApp that resulted in a 4.5X higher open rate and a 7X higher conversion rate than email.

4.5X

Higher open rate than email*

7X

Higher conversion rate than email*

*Results are self-reported and not identifiably repeatable. Generally expected individual results will differ.

Their Story

Cosmetics products inspired by nature

Since its founding in 1954, French cosmetics brand Clarins has taken a unique, nature-inspired approach to the design and marketing of its products. It specializes in skincare solutions, makeup and fragrances designed for the premium cosmetics market.

Their Goal

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Connecting with customers

Clarins wanted to develop a campaign that capitalized on National Lipstick Day (July 29th), which is a chance for brands to connect with customers in celebration of their favorite lipstick lines and colors.

"The power of WhatsApp lies in its ability to facilitate meaningful connections with customers who have explicitly chosen to hear from us. Our National Lipstick Day campaign leveraged this platform to engage our audience in a more personal and effective way, resulting in outstanding open rates and a significant increase in conversion rate, far surpassing traditional email campaigns."

Stéphanie Catarino
Director, Ecommerce, Acquisition & CRM, France Groupe Clarins

Their Solution

A screenshot of a marketing message from the campaign.

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Marketing messages on WhatsApp

Clarins partnered with WAX, a WhatsApp marketing solutions provider, to deliver a Lipstick Day campaign of personalized messages on WhatsApp targeted to previous customers. The campaign was designed to foster a direct, conversational relationship with Clarins’ customer base while also getting more information about the products and shades they like best in order to hone remarketing efforts.

The campaign was delivered to French customers who’d previously opted in to receive messages from the brand on WhatsApp. In addition to a message celebrating National Lipstick Day, customers were asked to select which type of lipstick they prefer (intense color, glossy or lip-plumping), then shown a video of their selection and redirected to the Clarins website to get personalized advice that could help them find the product or shade that was right for them.

Clarins ran the campaign in the days leading up to National Lipstick Day (July 19-August 1, 2024), then compared performance against a campaign of identical messages delivered to customers on email during the same time period.