Clarins has announced the launch of its new mobile app as the global cosmetics brand expands its direct-to-consumer strategy.

The platform, developed in partnership with the company's long-standing digital partner Merkle, provides "fast access" to its full product offering and digital services, including the AI Skin Observer and genAI powered chatbot; persistent login and one-click payment; exclusive in-app offers; and push notifications for new products.

The app, which is built on the retailer's existing e-commerce infrastructure, aims to combine the flexibility of web technology with the performance of native features such as permanent login, one-click payment, and a product barcode scanner.

The rollout follows a “highly successful” UK pilot, with the platform now available in the US, Canada, and Australia. Further markets are set to follow, including France.

The pilot saw 30 per cent of the company's customers adopting the app, receiving a 4.7-star rating on the Apple App Store.

According to Clarins, the majority of app users opted-in to receive push notifications about product news and exclusive offers.

“Direct relationships with our customers have been at the heart of Clarins’ story for 70 years," said Jonathan Zrihen, Clarins chief executive. "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 said that the move marks a "key milestone" in its direct to consumer strategy.

"Designed for our loyal customers, it offers a simple, smooth and enjoyable experience, while integrating seamlessly with Clarins’ other digital services," he added.

Founded in Paris in 1954 by Jacques Courtin, Clarins is a family-owned global beauty group. Its products are sold in over 150 countries through 20,000 points of sale, with nearly 95 per cent of the company's sales generated internationally.

Clarins has over 8,000 employees across its Paris headquarters, 28 subsidiaries worldwide, two R&D laboratories, and two industrial sites in France.

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