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

Integration is not simply a list of different media. Integration is achieved through purposefully selected channels employed for a multi-dimensional impact. Each component played a specific role, combining to create a whole greater than the sum of the parts. We achieved this by: - PARTNERING with renowned chef Luke Nguyen; nutritionist Teresa Cutter - The Superskin Superfoods dinner parties menu; An already impressed audience - ENGAGING host Sarah Wilson - Her own multi-dimensional following: Twitter, Facebook, Blog, Mass Print - Access to a broader audience - CREATING an event series which impressed, informed, fuelled, entertained & generated content - First-hand demonstration of the new brand position - The heart of the campaign - DISSEMINATING the content to broader audience through: - Print & Digital Advertorial – Information, detail - PR – Hype, Emphasis - Print & Digital Editorial – Endorsement, Information - Social Media – Peer Advocacy All for the 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.