CLINIQUE
In 2010, CLINIQUE was in serious jeopardy - sales growth was 3.9% behind total cosmetic growth in department stores.
The brand had lost relevance in our target’s lives and its ‘serious-about-skincare’ positioning was the problem.
The target’s approach to beauty had moved on from simply using the right products on their skin. It was now about eating right, exercising and achieving work-life balance.
The challenge was to stay true to the brand’s heritage whilst giving it warmth and a local identity.
Working with partner agency OMD, I was part of the team that developed content and produced a series of videos that would help Clinique evolve from a dermatologist-developed, ‘serious-about-skincare’ brand, to becoming a ‘healthy beauty’ company.
The CLINIQUE Superfood, Superskin dinner parties were glamorous events focussed on the ingredients required for great skin. Each event provided an occasion for our target to look their best and reminded women that beauty on the outside is intrinsically linked to health and wellbeing on the inside.
Creative Execution
An event series was created to capture content and fuel editorial, social media, PR and word-of-mouth channels with interesting and relevant information around the topic of Superfoods and Superskin. It gave the target an opportunity to dress up, put on make-up, and feel beautiful!
Celebrity chef, Luke Nguyen and nutritionist Teresa Cutter were challenged by CLINIQUE to create a ‘Superfoods’ menu. The messaging from these experts was about achieving glowing skin, not only about the products you use, but how you ‘feed’ skin from the inside out.
The campaign acknowledged the desire for our target audience to lead holistically healthy lifestyles, whilst being mindful that it was more at social occasions, rather than the gym, when the target felt at their beauty best.
This strategy allowed CLINIQUE to establish themselves as a brand focused on the science of beauty yet incredibly relevant in today’s world of health and nutrition.
Results and Effectiveness
Clinique halted their share decline and actually went 0.3% ahead of the category during the campaign period.*
Of those exposed :
- 40% were more likely to agree Clinique ‘is approachable’.
- 63% were more likely to agree that it is ‘a fun brand’.
- 51% were more likely to recommend Clinique.
- 52% said they intended to purchase a Clinique product.
Of those who attended, a staggering 89% said they intended to purchase more Clinique products.