Developing Digital Marketing Strategy for Clarins Brand

Digital environment dramatically changes, and it is very important for companies to bring marketing strategies up-to-date. The thesis is intended to cover the major issues of digital marketing performance and the peculiarities of its strategies focusing on the case of the Clarins brand on the beauty market. In the work the benchmarking of the strategies of leading beauty brands was conducted in order to highlight the best practices of digital marketing and its trends on that market. The goal of the identification of the target audience of the new product line “My Clarins” was achieved by the deploying of the interview with the Clarins brand manager. Besides, the survey of the target audience served for the systematization of the customers’ behavior and the development of the customer decision map. Following that, based on the obtained results, recommendations were elaborated for the enhancement of the digital marketing strategy, which include cost-cutting digital marketing tools and may increase brand awareness among young consumers by better boosting customer engagement. To sum up, the thesis demonstrates recommendations for improving marketing strategy in accordance with the latest trends and peculiarities of the customers’ behavior on the beauty market.