Case Study: Clarins achieves 4x orders and +89% conversions with AB Tasty

How Clarins Uses AB Tasty for Personalization and Retention

Clarins, the French beauty group, needed to improve retention and personalization across its five EMEA e‑commerce sites. Finding their previous tool limited to simple pop‑ins, Clarins expanded its partnership with AB Tasty to use its experimentation and personalization platform (A/B testing and gamification) to build a test-and-learn culture and run broader, localized experiments.

Using AB Tasty, Clarins launched a “Wheel of Fortune” gamified promo on Singles Day that automatically applied promo codes and could be duplicated across sites, reducing implementation time fivefold for each additional site. The 24‑hour test quadrupled orders across four main sites versus Nov 11, 2019, drove a +89% conversion uplift, +145% add‑to‑basket rate, and saw Ireland achieve +495% orders and +585% revenue—demonstrating clear, measurable impact on personalization, retention and operational efficiency.

Clarins

Célia Rigaux

E-Commerce Director