Snapchat has published the Clarins success story: by combining three ad formats with its product catalogue, the beauty brand achieved +275% incremental sales year on year. Clarins works with tigrz, which runs its campaigns and defines its Snapchat strategy.
The challenge: strengthening social presence to sell more online
Clarins is a family-owned beauty brand founded in Paris in 1954, known in particular for its Double Serum. To reach more potential customers and grow online sales, the brand wanted to strengthen its digital presence, especially on social networks, and relied on an agency able to run advertising on Snapchat.
The set-up: three formats and a living product catalogue
The set-up combines three ad formats, then connects them to the brand’s product catalogue:
- Snap Ads, to engage the audience with creative content within the Snapchat environment.
- Collection Ads and Dynamic Ads, to make use of the product catalogue and create a dynamic shopping experience.
- User-generated content, integrated into the catalogue to build a genuine connection with the audience.
Results published by Snapchat
- +275% incremental sales, year on year.
- +114% add-to-carts worldwide, year on year.
- +67% return on ad spend (ROAS) on prospecting audiences, year on year.
- +83% ad spend on Snapchat, a sign of the intent to maximise presence on the platform.
Data source: Clarins internal data, 2024, as cited by Snapchat. The page does not specify the exact dates of the campaign.
What this case demonstrates: an acquisition channel measured by incrementality
Stéphanie Catarino, e-commerce, acquisition and CRM director France at Groupe Clarins, explains that Clarins has used Snapchat as its main acquisition channel for five years, with a measurable impact on incremental conversions. The platform is used tactically to optimise the overall media mix and maximise e-commerce performance.
This is how we work Snapchat: a fully exploited catalogue, formats chosen for their role in the purchase journey, and performance read through incrementality rather than last click alone. To go further, read our study on Snapchat e-commerce performance, the Clarins case, our approach to effectiveness measurement and our Media Performance expertise.
Frequently asked questions
Which Snapchat formats did Clarins use?
Clarins combined Snap Ads, Collection Ads and Dynamic Ads, linked to its product catalogue and to user-generated content.
What is the campaign’s main result?
Snapchat reports +275% incremental sales year on year, with +114% add-to-carts worldwide and +67% ROAS on prospecting audiences.
What is tigrz’s role?
tigrz is Clarins’s social agency: it runs the campaigns and defines the Snapchat strategy.
Source: Snapchat for Business case study, Clarins.
Going further. See also our approach to media performance, measuring the real effectiveness of campaigns and the Clarins case study.
On the same topic: « What four semesters of data reveal about Snapchat’s e-commerce performance » and « How Clarins activates BeReal to support its business performance ».
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