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Creating premium customer journeys: How Clarins earned 10x higher engagement with RCS for Business
Global skincare and cosmetics brand Clarins wanted to elevate its customer communications to deliver high-end experiences in a way that felt engaging and natural. Using RCS for Business, Clarins launched several campaigns designed to connect with customers through interactive messages, achieving 10x higher engagement than industry standard.
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Customer insight
“I see RCS as a powerful tool that allows us to deliver personalized, visually rich messaging that mirrors the elegance of our in-store experience, bridging the gap between digital and physical touchpoints to deepen customer engagement and loyalty.”
Attribution: Héléna Michel, Omnichannel CRM Manager, Clarins
22%
click-through rate and 79% read rate for advent calendar campaign
11%
click-through rate and 76% read rate for promotional campaign
10x
higher engagement than industry standard
3x
higher engagement on average vs. rich SMS
80%
of customers eligible to receive RCS for Business messages via iOS compatibility
Challenge
At French cosmetics and skincare company Clarins, everything centers around creating meaningful connections with customers. As the beauty market grows more competitive, Clarins needed to evolve how it creates those connections. Customers today expect instant, personalized, and visually engaging interactions — so the company looked for a tool that would deliver a richer, more dynamic experience than static messaging solutions. With the launch of its first RCS for Business campaign, the company became the first to bring this conversational channel to the beauty industry.
Approach
Working with Sinch, the company’s trusted partner of over seven years, Clarins deployed creative, engaging RCS for Business campaigns, which have become the face of its customer communication strategy. The team tested RCS for Business in three areas: sharing exclusive offers, launching new products, and creating conversational experiences to personalize recommendations. This included:
- An advent calendar campaign that tested against rich SMS
- A promotional campaign that offered customers discounts on their favorite products
- A conversational campaign that used carousels to deliver the right product to the right person based on behavioral data
Result
Clarins’ advent calendar campaign earned a 79% read rate and a 22% click-through rate (CTR), while the promotional campaign achieved a 76% read rate and an 11% CTR. The team has now run over 10 RCS for Business campaigns and has seen three times more engagement on average vs. rich SMS. With RCS for Business now supported on iOS devices, Clarins can reach 80% of its database with rich, dynamic communications directly in the native messaging app on customers’ phones.
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