Clinique launched a new app that serves both as a skincare advice platform and a one-stop e-commerce shop. The app provides daily skin care tips and offers quick paths to mobile and in-store shopping (with a geo-location enabled store locator). Users can take a diagnostic test to find their skin type to receive appropriate product information and skincare tips. They can take a photo to track their progress in ten days of using Clinique’s new showcase product Clinique Smart Custom-Repair Serum. Afterwards, the app offers the option of live chatting with a customer-service rep about results, or at any time to answer general skincare questions. Users can also contact the service reps through click to call and email.
The Clinique app is one example of how brands are changing priorities in mobile. L2’s 2013 Digital IQ Index: Beauty found that brands are eliminating features such as cross-sell, video, reviews, and ratings. A smaller percentage (3%) of brands eliminated live chat and mobile promotions.