Clarins in China
Clarins 娇韵诗 is a French cosmetics brand, which specializes in face and body cares. Since its founding in 1954, Clarins has pushed out a wide range of products for the different target segmentations, while keeping always the persistence of the use of plant ingredients.
Clarins has created a filale in Shanghai in 2011 and began its development in China. As digital marketing in China is booming, Clarins makes some efforts in the digital marketing.
1,Online PR strategy
A good press relation is very important for the successful development of a brand. There are several professional websites of information about cosmetics and digital female magazines that have a large amount of visitors. Clarins chooses as its PR some special sites in the field of cosmetics such as brand.self, yoka, Onlylady, pclady, etc.
On these websites, Clarins has its own page, there are the zones such as new product introductions, photos, promotion informations, comments from users, etc.. It is important to maintain a good relation with the presses, since they are more likely to provide some “services” and highlight the products or services of the brand.
For Clarins, PR is effective to make it known to Chinese consumers. To a certain extent, the attitude of journalists decides the brand positioning and the public’s perspective. These websites with which Clarins works are professional in the field of cosmetics and are popular among Chinese women.
For example, on the website yoka which is specialized for the girls’ fashion, there is a special page for the branding Clarins. The editors put in the articles around Clarins, such as the introduction of the brand, the presentation of the products…In these articles, yoka adds some technical evaluations to be seemed more official and gain the confidence of the readers.
This is the strategy of yoka, and for an other PR of Clarins, the website kimiss, which is based on the comments of the public. Since we are in the Web 2.0 period, the public has more opportunities to express personal opinions about a product or a brand, either positive or negative. Besides, one of the Chinese consumption habits is consulting the experience of users online. Therefore, product reviews can influence the market directly. In the page of Clarins on the site kimiss, we can see the most part is the user experience. The strategy of kimiss is to have the readers’ confidence by the opinions of the public.
2，Clarins and the social media
Clarins on weibo
Sina Weibo is the first and the most popular social network in China. Clarins has its official page in Weibo, now it has 374,590 fans and it has posed 6618 pieces of weibo. It puts on the page some small stories about the the founding and development of the brand Clarins, videos, photos, care techniques, announcements of promotions and activities, etc. The community manager communicates directly with the public, mainly in the form of answering questions about products posed by the netizens. And we can find easily that the news which have the most replies of fans are the information about the promotions. For example, on the January 17, Clarins posed a piece of weibo and it said, “in the new year of 2014, which skin problem you want to perfect? Reply me and maybe you have the chance to gain a gift from Clarins!” This news has got 686 pieces of reply and 1201 transmit.
Weibo is a good way to reach a large proportion of targets and prospects. In fact, it is not easy to make the communication on weibo which has many users. It is better that the weibo page aims to attract more followers by useful contents or interesting forms instead of advertising. One example of Clarins is that “ Show my list of necessary goods for the Spring Festival: 1, meat 2, chocolate 3, my favorite fruit 4, vegetables 5, new clothes 6, fireworks 7, New Year pictures 8, a good face– Clarins Double Serum!” We can find that all the pieces in Clarins weibo page are the interesting news or the interaction with fans.
more information on Weibo
Clarins on wechat
Wechat is an other popular social networking nowadays in China. Instead of its function as a tool for contact between friends in the beginning, now wechat also opens its door to the companies to provide them a platform for the promotion.
Since wechat is used generally on the phone, it has the adventage of a large and frequent view. In the account of Clarins, it shared information about the brand, the methods of face and body cares, activities and privileges for fans…After becoming the fans of Clarins, you can get the one-to-one service, for example, you can pose the questions and get the answer immediately, and you can be the first to get the information about the promotion activities…
3, Clarins and their new e-commerce strategy
As the most of cosmetic brands, we can buy Clarins products directly on the official website of Clarins; in addition, Clarins cooperate recently with Sephora, it has the shops in Tmall, Jingdong and Amazon. Of course, the two websites special for the cosmetics the most popular in China, Jumei and lefeng, have also the Clarins products.
4, SEO and SEM on Baidu
A large proportion of searches start on line. Baidu is the first and the largest search engine in China et it possesses almost 80% of the market. The website of Clarins has not the optimalization for Baidu, they only pay the Brand Zone.
Clarins is still a brand in developement in China, it has not been so popular that many chinese people know it, so it’s important and necessary to optimalize the search result on Baidu.
The Brand use a lot of SEM (pay per click) to increase their visibility on Baidu.