How Clarins strengthens the management of its e-retail network in Europe

Clarins is a French family-owned company, present in 150 countries and recognized as one of the leading players in skincare worldwide. For more than 70 years, the brand has been developing responsible beauty products and relies on a selective distribution network that is particularly strategic in the luxury sector.

Key Figures

Challenges & Objectives

In a context where the beauty e-commerce sector is growing rapidly, Clarins needed to gain a clear and shared understanding of what was happening with its e-retailers across Europe. The goal: to move from a fragmented and time-consuming monitoring process to a structured approach capable of supporting daily decision-making.

Key challenges:

• Tracking an online market that’s evolving (very) fast: Online sales are growing at a steady pace, with price and availability dynamics changing daily. In some European countries, they already represent a major share of prestige skincare sales, making it impossible to rely on occasional snapshots alone.
• Moving from a “country-by-country” approach to a European vision: Clarins has a very local culture. Historically, each country monitored its e-retailers in its own way - sometimes manually, sometimes with a tool, and sometimes without a consistent methodology. The result: a lot of energy spent collecting information and a vision that was difficult to consolidate at the European level.
• Understanding e-retailers’ strategies while staying within the framework: Clarins wanted to analyze pricing strategies (local vs. European) and online performance among its authorized partners, while maintaining a market-understanding approach.
• Protecting the brand image and network against unauthorized players: The digital space also opens the door to out-of-network resellers and misleading offers (notably via Google Shopping). Clarins needed a reliable way to identify and prioritize these signals.

Solutions

After comparing several tools, Clarins chose NetMonitor

from Lengow for its ease of use, reliability, and the Lengow teams’ ability to support a consistent rollout across 19 countries.

Dashboards and scorecards designed for the field… and for Europe

With Lengow, Clarins structured scorecards and management views tailored to:

➡️ the operational needs of local teams,
➡️ and comparative analysis at the European level.

Daily monitoring of the factors that make a difference

NetMonitor centralizes key indicators, including:

• out-of-stock & availability by site / by reference,
• price level observed and trends,
• offer visibility on Google Shopping to distinguish between authorized and unauthorized resellers and highlight priority cases.

Key Benefits

Testimonial