Marketing Strategy and Rebranding for Clinique

"The Modern Classic" is a mock campaign designed to preserve this nostalgic and timeless essence while updating Clinique's image to appeal to younger consumers.

To develop "The Modern Classic" mock campaign, I conducted surveys, social media analysis, and brand comparisons. Findings revealed that while Clinique is seen as timeless and nostalgic, it's also perceived as an “older women” brand, lacking appeal among younger consumers. Social media engagement is significantly lower than trendier competitors like Rare Beauty. Respondents highlighted a need for bolder colors, natural ingredients, influencer marketing, sustainability, and diversity—key areas for a refreshed brand strategy.

Clinique’s rebranding aligns seamlessly with "The Modern Classic" campaign by retaining essential elements of the Clinique brand, such as the iconic "C" logo and signature green tones. This touch of the traditional packaging is complemented with modern improvements, including a refreshed, aesthetic color palette, vibrant hues, reshaped containers, and glossy finishes.

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.

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.