Bringing Cool to Clinique Appealing to Millenials

History

Founded in 1968, has been in business for almost 50 years

First skin care line to introduce "Great Skin Can be Created"

Started with the 3-Step Skin Care System

First ever dermatologist-created, allergy-tested, 100% fragrance-free collection of beauty products ever marketed

1976: First prestige cosmetics company to recognize the different skin care needs of men and to provide them with a practical, approachable line of skin care – Skin Supplies for Men.

Clinique Consultants are known for their superior knowledge and unparalleled customer service. They are entrenched in the Clinique Philosophy, and the brand believes consultants are more than employees.

the current clinique brand

"my mom uses it"

Marketing Challenge

To establish Clinique as a cool and relevant brand with college-age students, and to market it as a line for all ages.

Objectives

  1. Market Clinique as a trustable brand
  2. Invite a direct relationship with consumers
  3. Get new consumers to a trial and experience stage
  4. Make people think differently about the brand
  5. Engage consumers as brand ambassadors
  6. Differentiate the brand from competitors

millenial beauty trends

Looking for individualized, convenient offerings that set her apart from everyone else

Don't just buy one brand or one category of products, can mix high and low

Shoppers want the chance to play, explore and luxuriate before buying

Brands have to provide consumers with all they need, as they can easily go somewhere else for it

Relying less on beauty advisors, preferring to explore on their own

A desire to have unique and shareable experiences - increasingly seeking out niche brands and local retailers

Not about head-to-toe beauty anymore, more about specific choices in beauty, with more choices than ever

No longer as focused on wrinkles like the generation above - attitude shift to embracing who you are and how you look

Want fast outcomes from natural or clinical products, especially those that are doctor-branded

Don't like to be told what to buy - they want to be engaged, not spoken at

More focused on makeup than skin care

Now it is about performance and delivering results but also the experience and having fun

New target

Starting with the "Old-School Millennial"

Cautious consumer

Charitable

Confident, independent

Self-directed

Least amount of time online

Likes personal interactions

Rebranding tactics

focusing on meaningful brand interactions

promoting the brand in Ulta and Sephora

Creating brand ambassadors for college campuses

Getting well-known beauty bloggers and Instagram users to try the brand

Have a physical presence near this age group

Promote confidence

Acknowledging the older connotation the brand has

Promoting the skin care line to current consumers and drawing in new, younger consumers with their makeup line

Focusing on the dermatologist-created, allergy-tested, 100% fragrance-free products

Create a sense of belonging through a conversational experience, a family-like environments and personal connections

Play on familiarity yet creativity by allowing the customer to explore

Take the products from behind counters

Give the brand a more playful, youthful look

Modernize the social media

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