In a previous post, we highlighted a gap in Twitter usage among Beauty brands in France and the U.S. Only 38% of brands in our Digital IQ Index: Beauty | France have French-specific Twitter accounts, and a third of those have not tweeted in the past three months. Brands who tweet have on average 35% of their tweets retweeted, but ‘Genius’ brand Clarins rises above that with an 89% retweet rate. A glance at @ClarinsFR, with 8,818 followers, shows it is on par with the most socially adept Beauty brands in the U.S.
Most Clarins tweets contain pictures of makeup and skincare products, and the brand supplements promotional content with links to the Clarins blog and beauty bloggers. Six of Clarins’ twenty most recent Tweets had links to French Beauty bloggers and journalists. Clarins’ blog features content such as tips for beauty at any age plugging Clarins products.
Clarins also hosts live chats inviting Twitter followers to ask questions. The most recent chat was about bridal beauty tips for the six months leading to a wedding.
Overall, Clarins proves varied, informative content and interaction with industry influencers are the keys to driving social media engagement in any country.