International cosmetics brand Clarins has reported a triple-digit surge in revenue for its flagship product range across the Asia-Pacific (APAC) region, following SEO updates to its regional websites.
Revenues for the product range increased across all eight APAC markets, including Australia, New Zealand, Hong Kong, Japan, Korea, Malaysia, Singapore, and Thailand, each of which has its own website. Singapore saw the largest growth with a 197% rise in revenues following website SEO optimisation, while Australia came second at 174%.
The optimisation was led by performance marketing agency Impression, which also works with Clarins in the UK, US and Australia.
Working across eight markets with six different languages and individual search trends, Impression has SEO optimised website content for each region to reflect how people naturally searched in that market. This includes optimising product and campaign pages for national websites, identifying regional keywords, and establishing which Clarins branded terms to protect in local translations.
Following Impression’s SEO optimisation, clicks for Clarins’ product range landing pages increased significantly – including by 1,918% in Korea; 246% in New Zealand; 359% in Singapore; 185% in Hong Kong and 181% in Australia.
Clarins has launched its updated flagship product range at a moment of regional growth for the Asian cosmetics market, with a projected CAGR of 6.7% from 2023 to 2027.1 In particular, e-commerce sales have risen rapidly across the region, making SEO more important than ever.
Francois Wang, data analytics specialist at Clarins, said: “Working with Impression has been an excellent experience — their expertise and clear methodology gave me full confidence in the process. We were very satisfied with the results and the smooth collaboration throughout.”
Mikey Emery, CEO at Impression said: “We’re delighted to have extended our long-standing work with Clarins into their APAC markets. With their regional markets spanning different cultures and languages, and Clarins developing multiple product codes within the same line, this campaign provided unique challenges and opportunities. The results in traffic and revenue growth is testament to the strength of our partnership with their in-house team.”
