About Nars Cosmetics
NARS Cosmetics is a French cosmetics and skincare company known for its high-fashion, high-style, and forward-thinking approach to beauty. The brand’s products celebrate individuality and embrace the audacious.
Challenge: There’s a person behind that product view
Someone’s browsing foundation. What finish do they want? What are their skin concerns? What would make them choose one formula over another?
NARS had browsing and purchase data across its global ecommerce sites. It used that information to decide which products to promote to new and returning customers. But there was still plenty it couldn’t tell the brand about the people shopping.
Product preferences, skin tones, lifestyle details: these were things NARS needed to hear from shoppers themselves.
When the brand began shifting toward more immersive digital interactions, the opportunity was straightforward: help people find products they’d love, and learn more about them along the way.
Solution: A little beauty advice goes a long way
NARS created 20 digital experiences using BlueConic (Jebbit) Experiences, with nine distributed across location-specific ecommerce sites. The use case? Turn product discovery into a guided conversation, asking shoppers about themselves and using their answers to recommend relevant products.
Start with what the shopper wants
Take the foundation finder. The experience invited shoppers to share their skin concerns, goals, and preferred finish. Matte, radiant, or natural? Each answer helped guide the recommendation.
It’s a small question with a useful answer. A foundation page view tells NARS which product caught someone’s attention. A finish preference tells the brand more about what that person actually wants.
For shoppers, answering meant getting help with a choice. For NARS, it meant learning directly from the people behind the clicks.
Make the answers useful beyond the quiz
Across the experiences, NARS could learn about shoppers’ product interests, skin tones, preferences, and lifestyles. That information gave the brand more to work with when personalizing marketing and digital communications.
The ambition extended beyond the first recommendation. NARS wanted people to return to its site, interact with the brand, and see value in opting into email and social communications.
The quiz gave that relationship somewhere to start: with advice shaped around what the shopper had chosen to share.
Results: More answers, more valuable orders
NARS reported a 35% lift in average order value. Shoppers also gave the brand plenty to learn from:
- 25% of all website visitors engaged with at least one quiz
- 74% average quiz completion rate
- 183,000 questions answered by consumers
- 379 hours of digital conversations with consumers
Those answers added something a purchase history couldn’t provide on its own: a clearer understanding of what shoppers were looking for.
And with an average completion rate of 74%, people were willing to keep the conversation going. NARS gave them a reason to answer, then put those answers to work in product discovery.
