Driving bundle performance on Google Shopping: Clarins US x Lengow

Clarins is a leading premium skincare and beauty brand, with a strong direct-to-consumer focus in North America. In the US and Canada, Clarins’ e-commerce team is constantly looking for ways to improve product discoverability and maximise the value of each visit, especially through smart merchandising tactics.

Since 2020, Clarins US has been using Lengow’s NetAmplify solution to manage and optimise its product feeds for Google Shopping and other key marketing channels. Over time, the team has increasingly relied on NetAmplify to unlock virtual bundles and deliver more relevant, higher-converting product experiences to shoppers.

Performance highlights

Challenges & Objectives

Clarins manages a catalogue of ~1,200 SKUs across the US and Canada, with benefit-driven product names and multiple languages, which made it difficult to maintain accurate, high-quality titles and attributes without a streamlined workflow. The team needed a feed management solution that could support precise customisation, streamline title management, ensure data cleanliness, and provide flexible automation despite limited operational time.

Additionally, before scaling their bundle strategy on Google Shopping, Clarins US faced several technical and structural limitations in their product feeds, particularly when introducing virtual two-product bundles that do not exist as standalone SKUs. While these bundles performed well onsite, Google Shopping could not properly interpret or display them as discounted offers, leading to missed visibility opportunities and inconsistent user experiences.

Clarins’ main challenges:

• Virtual bundles not recognised as unique products, due to the absence of a dedicated SKU or GTIN, limiting their visibility in Google Shopping.
• Discounted prices not interpreted as promotions by Google Merchant Center, preventing bundles from appearing with an appealing “on sale” badge.
• Highly nuanced, benefit-driven product titles requiring manual, SKU-level customisation across multiple markets (US, English Canada, French Canada).
• Large catalogue with many non-commercial items, requiring strict automation to keep availability accurate and ensure samples or irrelevant SKUs are excluded.
• Need for automatic field standardisation, such as mapping gender, cleaning size fields, or syncing stock availability.

Solutions

To address these challenges, Clarins US partnered with Lengow’s NetAmplify to build a scalable, rule-based framework capable of turning virtual bundles into fully eligible Google Shopping offers while streamlining title management across the US and Canada.

By combining custom rules, additional sources, and hands-on support from the Lengow team, Clarins was able to introduce bundles, clean up product data, and manage complex multilingual titles with ease. The creative problem-solving support from their dedicated Customer Success Manager at Lengow made the difference.

Longer term, the Clarins team is open to exploring new use cases and channels with Lengow, building on the strong foundation already in place with NetAmplify.

Key implementations included:

• Pattern-based bundle identification, using SKU length to automatically detect virtual bundles and treat them as distinct products within NetAmplify.
• Automated “sale price” logic for bundles, populating the crossed-out (barred) price so bundles appear as discounted in Google Shopping, increasing their click-through rate.
• Customizable titles via Additional Sources, enabling Clarins to curate precise, benefit-driven product titles through a connected Google Sheet.
• Localised workflows for French Canada, with English Google Product Categories displayed in the feed to support correct categorisation despite language differences.
• Attribute automation rules, such as gender mapping (“for him” → men), automatic availability updates based on stock quantity, and cleanup of size or formatting inconsistencies.
• Efficient catalogue structuring, ensuring samples and non-commercial SKUs are excluded while relevant products remain optimised for each channel.
• Unified feed hub for multiple channels, allowing Clarins to manage Google Shopping, Facebook, Pinterest (Canada), Wunderkind, and affiliate feeds from a single, user-friendly interface.

Key Benefits

Testimonial