In the beauty sector, it’s all about responsible innovation and meeting new consumer aspirations. The ‘Clean Beauty Soft Print’ trend, highlighted by Clarins’ Stéphanie Catarino in the latest Notify report, is a perfect example. Clarins, renowned for its French-style excellence, is now committed to clean beauty by integrating natural products, sustainable packaging and resource-friendly production. This commitment aims to reduce environmental impact while meeting consumers’ growing expectations for eco-responsible products.
And it’s a global approach. Clarins’ CSR approach also concerns digital and CRM. The implementation of Ina Care in Clarins’ customer relations strategy is part of this responsible approach, reducing marketing pressure (in response to social issues) and its ecological impact (in response to environmental issues). Ian Care offers an innovative approach to combining performance and an overall reduction in consumer solicitation, while preserving the quality of the brand experience and the mental health of customers. By reducing the number of messages, and arbitrating between the individual and the message, Ian Care uses artificial intelligence to target the best moments for carbon reduction in real time. All this contributes to an overall reduction in the brand’s digital carbon footprint.
Clarins and Notify are perfect examples of how beauty brands can combine commercial success with environmental responsibility. Adopting sustainable practices and integrating solutions such as Notify not only benefits the environment, but also meets the expectations of modern consumers, who are concerned about the impact of their purchases on the planet. This shift towards clean, responsible beauty is proving to be a real driver of growth for the brands that embark on this path, strengthening their brand image and their link with a customer base that is increasingly demanding when it comes to sustainable development.
