How can we connect and learn more about the people our brand serves?

The timeframe: 12 months

Context

For over 40 years Clinique has been a leader in everyday beauty for millions of women around the world.

With consumers now expecting brands and companies to act in the short term to protect and support their communities and in the long term to drive systemic change, Clinique wanted to reconnect with the people they serve, deeply. They set out to have an open and honest dialogue with diverse women from across the United States. They asked B+A to help them understand and better engage with them.

What did we do?

B+A created, designed and delivered the Clinique Co-Lab.

First, we recruited 51 aspirational women one woman representing each state, to create, name and define the “new standards of beauty”.

Next: each participant joined a cohort of 12 other women, and attended six digital workshop sessions, delivered by B+A, which ran fortnightly. Outside of formal workshop activities, the collaboration continued across the three-month programme through video diaries, journals, voicenotes, WhatsApp and reflective 1:1 sessions.

What was the impact?

We worked with documentarian Rikki Wright to co-create short films that expressed the participants experiences and share perspectives on questions like: How have the world's ever-changing standards of beauty impacted you? What does the beauty industry need to ask in 2022 that can lead to meaningful and revolutionary change? And When do you feel most beautiful?

Clinique carved out digital space on its website to share our work, and its commitment to better serving its diverse customer base. The Co-Labs pages feature all 51 participants, and their reflections on the work we did together.

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