Campaign Objectives

1) Enhance Clinique’s appeal among Younger Audiences: Rejuvenate Clinique's brand image by reimagining its high quality skincare and makeup with a modern touch that resonates with younger audiences’ preferences.

2) Increase Clinique’s digital presence: Increase Clinique’s online presence by creating experiential and innovative product launches that can inspire high-quality UGC to spread the word, thus reinforcing Clinique’s improved brand identity.

Target Audiences

  • Women (Ages 18-30)

    My market research revealed this age group interacted with Clinique the least. "The Modern Classic" aims to establish a long-term relationship with these young consumers by aligning the brand with their lifestyle.

  • Social Media Beauty Influencers

    The refreshed branding and launch of "The Modern Classic" are designed to captivate social media influencers, inspiring them to create content to enhance Clinique's online presence and broaden its reach.

  • Eco-Conscious Consumers

    A key aspect of our rebranding under "The Modern Classic" is to emphasize the use of natural ingredients and sustainability in Clinique products. This will help attract this new audience.

“Clinique Capsule”

Clinique Capsule: Pop-Up for the Launch of “The Modern Classic”

Guests enter the experience through a tunnel lined with vintage Clinique advertisements. This chronological display leads up to recent collaborations, including a recent partnership with Emilia Clarke, and culminates with the fresh visuals of “The Modern Classic” campaign. This journey through time reminds guests of the enduring legacy of Clinique and transitions them seamlessly into an innovative future.

  • Modern Innovation Hub: Guests will discover how Clinique is implementing new technologies to transform the beauty landscape. An advanced AR skin diagnosis platform will have the ability to scan each guest’s skin and identify specific concerns, recommending the most suitable Clinique products. This demonstrates Clinique's adaptability to new technologies, positioning the brand as a tech-savvy leader in the beauty industry. (Possible collaboration with Modiface)

  • Beauty Bar: Guests are invited to receive a personalized makeup application by expert makeup artists. Guests can then take pictures of their new looks against a Instagram-worthy backdrops designed to encourage social media sharing. This will be appealing to influencers who can draw attention to our campaign’s launch.

  • Technique Terrace: Outdoors area where guests can attend workshops about skincare and makeup. Some topics will be: Learning about Ingredients in your Skincare, Best Makeup Application Techniques, and Sensitive Skin Best Practices. Area will also include a bar area where guests can purchase alcoholic and non-alcoholic drinks to sip on while they learn.

OOH Billboard