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Clark’s Botanicals Is Beefing Up Its Online D2C Channel

January 4, 2019: 12:00 AM EST
Clark’s Botanicals, a natural beauty brand, is looking to intensify its online presence with a new website and product rebranding. Founder Francesco Clark says the brand must create a “better sense of community”, and that means direct-to-consumer communication. It sells through partners, including Amazon, Space NK, and QVC, but online sales were up 250 per cent last year. It expects direct sales to double this year, with the site accounting for over two-thirds of total sales. Its parent company, Glansaol, filed for Chapter 11 bankruptcy at the end of 2018 and sold its assets to AS Beauty, with the deal expected to close early this year. Clark said that consumer conversion and engagement is predominantly through social media, and it’s trialing a new YouTube channel featuring Clark, with guest appearances from a makeup artist and a blogger. In November, Clark was interviewed by Gayle King on “CBS This Morning.” It resulted in significant sales growth, selling out of some of its “hero” products. The new site will include a chatbot, and Clark will host live videos of him answering customer questions. Clark also highlighted consumer loyalty. Most of its 2018 sales were repeat purchases, and most of its consumers are in the 30-50 years age range. [Image Credit: © Clark's Botanicals]
Priya Rao, "How Clark’s Botanicals is going after direct-to-consumer sales", Glossy, January 04, 2019, © Digiday Media
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