Who is our brand for, what do we need to know about them and how do we position ourselves to them?

The timeframe: 12 weeks

Context

For over 40 years Clinique has been a leader in everyday beauty for millions of women around the world. Their 3-step package was for so many the journey into beauty and the beginning of a lasting relationship. But with the explosion of start up (and often tech-enabled) beauty brands, the market is more competitive than ever. So Clinique asked B+A to help them work out who their customer should be for the next 40 years and beyond.

What did we do?

First up we got to grips with skin. With scientists, through serums, around routines and over counters we dug deep to understand the art and science behind what makes great skin and just how that shows up for women around the world. Armed with a new understanding of identity, progress, success, self-care and simple what it means to have great skin we brought to life Clinque’s new consumer focus and built a relationship between them and the leadership team. From which point we then rolled our sleeves with our clients and wrote the next chapter in the company’s story.

What was the impact?

Our shared journey of discovery and provocation led to a redefined consumer, a new brand architecture and a new set of brand values. This work has shaped product development, brand positioning, internal culture and the countless successful launches Clinique has had in recent years.

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