Since the beginning of the pandemic, it has been essential for brands to engage with their customers and offer support, advice, and updates wherever possible, making sure to keep them in the loop. With 49% of customers stating they enjoy receiving promotional emails from brands on a weekly basis, it is becoming clear consumers enjoy a touch-base in the form of written communication with their favorite brands. With editorial content proven to enhance SEO, 75% of clicks go to the first page shown in search results, declining to 65% for the top three, it is clearly becoming essential for brands to have a strong online presence and build a trusting relationship with their customers. The latest brand to enter the realm of editorial content for consumers is Clarins UK, who recently announced a content marketing strategy collaboration with multi-award-winning marketing and brand publishing agency Green Park Content.

The pair have teamed up to provide Beauty Daily, a new online editorial platform with a brand-meets-publisher approach, focusing on expert insights under four main categories: skin, beauty, wellness, lifestyle, and culture.

The aim of the editorial space is to present honest advice and life-enhancing tips to help solve problems faced by the modern woman, all backed up by data-driven information from the likes of dermatologists, nutritionists, and makeup artists. Under the main categories comes advice on subjects from ski skincare, to self-tan guides and gift ideas for loved ones.

Beauty Daily and its content stay true to Clarins' brand principles of listening to peoples' needs and developing products in conversation with their customers, whilst creating solutions and protecting nature. With the rise of digital content in the modern world, Clarins hopes to ensure true value for their customers through their beauty and wellness hub, sharing only factual and responsible information.

Emilie Maunoury, Digital, CRM & E-Commerce Director at Clarins, commented on the innovation, “We are thrilled to launch Beauty Daily by Clarins. This will help us connect with our core audiences on a deeper level within the UK market. Whether you want to find out how to perfect a red lip or are looking for professional skincare tips from an expert, Clarins will be with you at every stage.”

The site aims to help Clarins increase website traffic, improve its SEO, and drive sales for current products, as well as helping them develop further authority within the beauty and wellness space.