Results and Effectiveness

Did we crack it? YES!!! The events themselves were sell-out, standout successes. Of those who attended: 63% were more likely to agree Clinique is a ‘fun brand’ 51% were more likely to recommend Clinique 52% said they intended to purchase a Clinique product And a staggering 89% said they intended to purchase MORE CLINIQUE PRODUCTS. The campaign unveiled a multi-dimensional personality for Clinique, allowing the brand to effectively establish itself as the healthy beauty brand for the multi-dimensional Australian woman. Best of all? Clinique not only reversed its decline, it propelled 0.3% ahead of the category. A resounding success!

Creative Execution

At the heart of our multi-dimensional campaign was the ultimate bundle: A Super Fabulous Superfoods, Superskin dinner party series. This provided the ideal content to broadcast to and engage with a much wider audience. So we partnered with super-hot celebrity chef Luke Nguyen. Who collaborated with super-fabulous nutritionist Teresa Cutter. And together they created the Clinque Superskin Superfoods menu, presented within the dinner party events: Designed to impress, inform, fuel and entertain – in one Super bundle. We recruited Sarah Wilson – the hottest celebrity presenter around town - and the encapsulation of the multi-dimensional Australian woman, as the face of the series. The whole process was filmed to broadcast to our wider audience via Australia’s leading women’s digital & print publishers through editorial, advertorial and PR reaching an additional 500,000 people with PR worth $450,000! All for the very modest investment of $300k.

Insights, Strategy and the Idea

Clinique is serious about skincare. It has seriously good skincare products. Perfected by science & seriously good dermatologists. Clinique’s consumer wanted seriously good skin. But they didn’t want skincare that was too serious. For them, seriously good skin is the result of a multi-dimensional balance: Seriously good skin care combined with healthy food, a healthy social life and a well-balanced life. Clinique needed to evolve its serious positioning. It was 3.9% behind category growth. The challenge: Reverse this decline by adding another dimension to the Serious about Skincare position. Make Clinique more relevant to its audiences’ lifestyle. Evolve Clinique towards being seen as a Healthy Beauty company. The seriously multi-dimensional answer: Superfood, Superskin Dinner Parties. Glamorous dinner parties bundling all the right ingredients into a seriously effective, multi-dimensional package: Seriously good food. Seriously fun times with friends. Seriously good make-overs. Seriously great skincare, Love from Clinique.