Clinique launching mobile apps in Asia
Emily Culp of Clinique
Emily Culp, Global Digital Marketing & Media director at Clinique, announced that the brand piloted its latest mobile app in Korea to ensure global adoption.
In February, they developed the Clinique Forecast mobile application to be launched as a test-and-learn in Korea to confirm whether mobile applications had traction with their consumer. The app was developed to help keep the user updated on the current weather, UV, pollution and humidity conditions as well as learn condition-relevant skin care tips. They wanted to ensure that the products being recommended were relevant to current weather conditions so users could help protect their skin accordingly. With the Asia markets leading the way in terms of mobile use, they chose to pilot the Clinique Forecast app in Korea.
Many people are involved in the development and success of a mobile application. Getting to know the partners and having a close relationship with them will help Clinique in the future. It can also be very helpful and advantageous to know their consumers feedback. They regularly ask Facebook and Twitter users for feedback and reference user reviews to help them address relevant consumer needs. All of these efforts have helped make the launch of the Clinique Forecast app a success. In fact, it was ranked #2 on Apple’s “New and Noteworthy” list of top apps within the first month of it being launched.
Mobile application approach
Clinique realizes that the best mobile application experiences start when they are created specifically for mobile. The mobile experience is unique in many ways; the mobile screen is always with the consumers and enables them to instantaneously connect with the brand whenever and wherever they are. Additionally, mobile (especially applications) allows unique, on-the-go functionality unavailable with traditional web. By embracing the utilities unique to mobile, such as the camera, GPS and push notification, they are able to reach the consumer through new touch points. Finally, the mobile space moves faster than the web’s so it is better to have the latest approach.
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