“The Modern Classic”

Known for its high-quality skincare and makeup, Clinique has been a staple beauty brand across generations. Market research indicates that while people are aware of its quality, they also view it as an “older women” brand. Clinique also induces nostalgia, being the first experience with makeup for many people, passed down by family members. "The Modern Classic" campaign aims to preserve this nostalgic and timeless essence while updating Clinique's image to attract younger consumers.