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
- Market Clinique as a trustable brand
- Invite a direct relationship with consumers
- Get new consumers to a trial and experience stage
- Make people think differently about the brand
- Engage consumers as brand ambassadors
- 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
