The challenge: providing a personalized, inspirational ecommerce experience

Guerlain Canada wanted to provide an online experience that bridged the gap between desirability and conversion – offering a personal touch that went beyond the standard browsing experience.

‍

Clients already had very positive interactions with in-store experts. They wanted to bring that expertise and human connection element to make the website experience feel inspirational, and not just transactional.

The approach: turning in-store experts into an online advisory team

Guerlain's answer was the Expert Circle – a team of Canadian advisors built to carry real human voices from the counter onto Guerlain.com. This meant taking the experts’ personalized approach, product knowledge, as well as the Maison's heritage and storytelling into a stronger digital experience, built to increase brand trust and purchase confidence while keeping every touchpoint on-brand.

‍

Live sessions are now also a recurring part of Guerlain's editorial calendar, shaped closely with customer care. The team identifies common questions around products, usage, and experience, then builds content that addresses that – helping viewers understand not just how a product performs, but whether it's right for them.

The result: growing engagement – and revenue

The team built a deployment strategy on best practices and market learnings, refining the approach continuously ahead of content planning – and the payoff has shown up across the entire client path.

Email click-through rates are healthy, purchase rates during live masterclasses and replays are strong, and video commerce has led to a 10% bump in revenue for Guerlain.com.

10%

added revenue from video commerce

‍

53%

year-on-year growth in video commerce revenue

‍