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Client: Clinique
Brand: Clinique Make-up Range

Clinique wanted to appeal to a younger audience. They planned to launch Clinique POP – a funky new range of cheaper lipsticks – but this is a particularly cynical audience, who won’t just believe what they’re told.

This channel savvy audience gets most excited when it becomes part of the brand experience. So we had to create an inclusive campaign that put them in control, but kept a tight reign on the brand’s premium image.

Self-expression rates highly with our audience and they have their own social media lexicon to shorthand with each other. We killed two creative birds with one stone – dialling self-expression up – by giving girls the chance to become the lips of the new POP campaign. And then using the lip selfies they sent us to create high impact advertising around our millennial’s favourite social acronyms.

It meant our new audience was literally authenticating Clinique. The winning lips became part of a nationwide digital poster campaign – true modelling fame.

Three months after launching, Clinique POP is 60% over forecast sales. 

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