Clarins

Lip gloss case study

Challenge Solution Results

Clarins presented a formidable challenge – to enhance their position in the competitive makeup and cosmetics market, specifically dominating the Lip Gloss and NPD Oils segment. The catch was to attract a younger audience (25+) while retaining their core customer base of women aged 30 and above, amidst fierce competition from global cosmetic giants.

We crafted a full-funnel strategy, allocating a £287,000 budget for a five-week campaign. Focused on Meta, TikTok, and Pinterest, we utilised AR Lens filter campaigns to engage users and allow them to virtually experience Clarins Lip Oil. The emphasis was on creating buzz and excitement, enticing the audience to explore different styles and colours before purchasing.

The campaign exceeded expectations, establishing Clarins as the top brand in Lip Gloss.

  • Clarins secured the top spot in the Lip Gloss market post-campaign (pre-campaign they ranked third)
  • The Lip Oil launch elevated Clarins from seventh to fifth in the total lip market and sales across all media channels witnessed a significant uplift .
  • Meta’s AR Filter ads drove high engagement in the consideration phase, outperforming benchmarks. The action phase on Meta yielded a strong ROAS of £6.66 versus the planned £1.50.
  • Pinterest contributed significantly to the consideration funnel, achieving impressive engagement rates and a notable ROAS of £5.11. Incrementality testing showcased positive lifts in Ad Recall and Brand Awareness, exceeding benchmarks by 66%.
  • The campaign successfully resonated with the target audience, delivering on all KPIs and strategic objectives.