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Beauty Daily

Clarins

How Clarins helps new audiences to live beautifully through brand publishing.

CMA 2022 BW
Best Content Team
CMA 2022 BW
Best Content Platform
GSA23 Finalist3 1536x484 BW
Best Organic SEO Campaign

5K

Ranked keywords in top 1-10 positions in year one

59%

Monthly organic traffic growth

23%

Bounce rate (optimal rate is 26% - 40%)

The Brief

Enable Clarins UK to capture a wider search audience, drive organic traffic to the site and improve Clarins’ share of search in the beauty, skincare and wellness categories.

Beautydaily image A

Solution

The creation of Beauty Daily, a publisher destination that provides data-driven, informative SEO-editorial to help solve skin, make-up, and wellness problems faced by every generation, while giving seamless access to product solutions.

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What we did

Working like a monthly magazine, Beauty Daily has published over 420 SEO-friendly articles, enabling readers to seek trustworthy advice around key topics. Informed by search and social insights, articles are needs-led and written by industry experts and award-winning professionals. We compliment SEO editorial with digital PR, organic social media and influencer strategies to support brand awareness and site performance. In bringing together content and commerce, Beauty Daily offers a natural editorial approach with a light integration of product placement.

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Results

By successfully targeting search-specific topics, audiences are finding their way to the platform easily and spending significant time on page scrolling, clicking and engaging with content. This high-quality engagement is leading to a strong CTR to the Clarins e-commerce site. As a result, Beauty Daily has directly generated revenue for Clarins.co.uk. The SEO and tech (site health 89%) bring readers to the website while the editorial and creative keeps them there, turning them from a single-session user into a long-term, repeat reader and ultimately returning customer.

Clarins, as a brand, has been by women’s side since 1954. Beauty Daily epitomises this relationship with a destination hub that answers all their big (and small) beauty and wellness questions. We liaise with talented editors and writers who understand the brand and user intent comprehensively and emotionally – to create connections and tell a really engaging story.

Emilie Maunoury

DIGITAL, ECOMMERCE AND CRM DIRECTOR

Clarins

Lucy Lovell bw 1

Lucy Lovell


Global Business Partner - Beauty

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