Since launching its first wave of consumer products in 1999, Christophe Robin (part of eCommerce powerhouse THG) has been bringing the va-va-voom of Parisian luxury to customers across the world. Building on the lessons learned by its eponymous founder’s career as a colourist to the stars, the haircare brand produces an array of award-winning products – making red-carpet-ready, iconic hair days achievable for all.
Christophe Robin’s community of followers have long been sharing their looks across social media, presenting a unique opportunity for the brand to show how their products and regimens help unlock moments of joy for their customers every day.
“Christophe Robin’s collections are designed to meet the needs of all hair types, making world-class hair and scalp health something that any person can achieve in their own home,” says George Pavlou, Head of Social Media at THG. “It’s so important to the brand that we walk the walk on that score too, which is why championing the wonderful user-generated content we see across social has become a real focus for us.”
Seeing is believing
Under the heading “Get Inspired”, visitors to Christophe Robin’s homepage are able to see how customers are hitting their haircare goals across a range of themes (curl care, scalp care, hydration, repair and volumising). Plus, with StoryStream’s ability to integrate a product catalogue and match the products depicted in UGC to their relevant product display pages, authentic customer-generated content is helping augment the brand’s eCommerce strategy too.
“Customers trust the testimony – and results! – of other customers, and being able to connect that content to our commercial goals represents a real opportunity for Christophe Robin. We love seeing what our customers can achieve with our products; by using StoryStream to combine that UGC with our owned photography and video tutorial assets and have it displayed in one place, we feel like we’re really able to give some value and inspiration to our visitors.”
Alongside the homepage gallery, Christophe Robin is using StoryStream to streamline their social-selling strategy. Accessible via the brand’s Instagram link in bio, Christophe Robin uses LinkStream to curate a best-in-class hub of shoppable inspiration for customers browsing on Instagram.
Early results are encouraging, too. Since switching to LinkStream, Christophe Robin have seen a 31% increase in total revenue generated through the link in bio, and a 35% increase in the volume of transactions.
“We’re excited by the possibilities that StoryStream makes available to Christophe Robin, and can’t wait to see what the partnership delivers over the next year,” says George.
THG Ingenuity is a leading enabler of DTC growth on a, international scale, powering not only THG-owned companies such as Christophe Robin, but also many of the the most recognised global brands across beauty, retail, FMCG and beyond. StoryStream’s partnership with THG Ingenuity opens the doors to UGC curation and visual commerce within Ingenuity’s world-class DTC solution empowering brands to succeed in the online world.
From digital and technology solutions to fulfilment and operations on an international scale, discover the world of THG Ingenuity by visiting their website.