Here at Movable Ink, we’re proud to work with innovative clients who are willing to push the boundaries of what marketing campaigns can accomplish. That’s why we’re proud to announce that L’Occitane en Provence is a finalist for the first-ever Glossy Beauty Award for best e-commerce experience.
About the Glossy Awards
In the past, the Glossy Awards have honored the work of Aerie and Rent the Runway, but this year’s decision to hold a separate and standalone beauty event reflects the strength of the individual category. The Glossy Beauty Awards recognize the companies that are transforming the beauty industry and successfully navigating the changes that come with it.
This year’s finalists were hand-picked by industry leaders like Amy Whang, SVP of Marketing at Maybelline, E.l.f. Cosmetics CMO Kory Marchisotto and Wander Beauty’s Co-founder and CEO Divya Gugnani, among others.
About the campaign
When L’Occitane was planning their Glowing Skin campaign, they had a hypothesis that customers who previously purchased skincare would respond differently to the creative than prospects or non-skincare customers. So, they decided to use Movable Ink’s AI Continuous Optimizer to test variations based on each segment’s needs.
The Movable Ink Continuous Optimizer selects the most relevant content for different customer groups, adapts to changes in customer behavior, and takes into account different variables related to the customer prior to serving the creative. A test like this would normally be a massive undertaking with sends over the span of several days, but with an AI-powered optimizer, they were able to create up to 11 variations for a single campaign and gain valuable insight over a two-day period and gain insights for future campaigns.