Adopt Parfums - beauty sector

AdoptAdopt, a French brand of perfumes, skincare and make-up, is experiencing rapid growth in France and abroad. To strengthen ties with its customers and energize its relational experience, the brand chose to integrate the SMS and RCS channels into its strategy, drawing on the expertise of M Target. Three years after the start of this collaboration, we take a look back at the key projects, the results achieved and the outlook for the future, in the words of Caroline Brechon, Head of Data & CRM.

1. Could you give us a brief Adopt introduction and outline the development of your collaboration with M Target over the past three years?

Adopt is a French brand of perfumes, skincare and make-up, accessible, joyful and committed, distinguished by its creativity, its demand for quality and its closeness to consumers. With over 350 boutiques, the brand is growing rapidly in France and abroad. Our collaboration with MTarget began in 2022, with a view to exploring the SMS channel as a complementary lever to our existing CRM systems. We began with sales campaigns in France, then gradually built up a richer base: in 2023, we set up SMS triggers via Adobe Campaign to support customer journeys, while testing our first RCS campaign at Christmas. In 2024, we stepped up our international development, particularly in Spain, where M Target is supporting us in the local deployment of our SMS dispatches and marketing scenarios.

2. What were the (four) major projects on which you collaborated?

We have worked together on a number of key projects:

Implementation of SMS campaigns and triggers (2022-2023) SMS campaigns: thanks to integration with Adobe Campaign, we were able to orchestrate both commercial mailings on the brand’s high points and automated scenarios, such as reminders for inactive customers or anniversary campaigns.
Integration with Captain Wallet Captain Wallet: to enrich our mobile customer relationship, we have launched a digital card integrated with the wallet, with associated SMS campaigns to encourage adoption.
First RCS campaign (Christmas 2023) RCS: an enriched, immersive format, which enabled us to enhance our product visuals and test new sources of engagement.
International deployment (2024) International development: support in the Spanish and Belgian markets to structure our local campaigns, both commercial and relational.

3. Faced with Adopt's unique mobile communication challenges, how were M Target's solutions implemented?

M Target adapted very quickly to our technical ecosystem and business expectations. Integration into Adobe Campaign Standard went smoothly from 2022, with high-quality support from highly responsive teams based in France. This agility enabled us to increase the efficiency of campaign activation. The M Target team was also on hand to support us as we upgraded to Adobe Campaign V8, with a real ability to anticipate technical issues and co-construct the right solutions.

4. What concrete, measurable results can you share about the impact of SMS and RCS campaigns with M Target?

The performance of M Target campaigns far exceeds our email benchmarks. On average, we’re seeing a 2 to 4-fold increase in engagement rates, depending on the segment and type of message. This confirms that the SMS channel, properly integrated and targeted, is a powerful lever for activating and building customer loyalty.

5. What are the next steps in the collaboration between Adopt and M Target?

We are continuing our international rollout in 2025 with the launch of campaigns in the West Indies, Italy and Poland. M Target is also supporting us in the launch of our myAdopt loyalty program, with a communication plan and adapted SMS scenarios. We also plan to test more enriched SMS and, if possible, new use cases in RCS to further enhance the mobile customer experience.

6. In conclusion, how do you see the evolution of mobile communication and its impact on Adopt's acquisition and loyalty strategies?

Mobile has become the direct link channel par excellence: instantaneous, personal and highly visible. At Adopt, we are convinced that it will play a central role in ouracquisition, retention and animation strategies. The rise of enriched formats (RCS, wallet, interactivity) opens up new perspectives for offering a more fluid and engaging customer experience. With MTarget, we have a solid partner to support this vision, combining operational performance with continuous innovation.

The rest of the story is written together

Adopt’s experience illustrates the extent to which mobile, along with SMS and RCS, has become an essential lever for creating strong, personalized and effective customer relationships. Thanks to an agile and innovative collaboration with M Target, the brand continues to push back the frontiers of engagement, both in France and internationally.