About The Brand: Clinique
Clinique’s is the most trusted prestige skincare and cosmetic brand in the world. With market leadership and authority in Dermatological Skincare and Foundation, it’s mission has always been to provide the safest, most effective formulas in simple routines that bring remarkable results. A custom-fit philosophy extends to Clinique Colour, which opens all skin types and tones to the joy of possibilities. Always innovating, Clinique is constantly working towards delivering high quality, effective, safe, Allergy Tested, Fragrance Free products that are designed for living and enhance natural beauty, every day.
Challenge
- Millennials are open to wearing colour, but are intimidated to approach high end brands.
- Given the revolutionary skincare products, the brand is often perceived to be a skincare only clinical brand.
- Assist in propelling and driving sales for Clinique Pop Artistry.
Solution
Clinique came up with a campaign - PlayWithPop Campaign to connect with the millennials. Through the campaign, the target audience had the opportunity to explore, experiment and express different sides of their personality in a fun way with the swipe of a lip colour - neutral one day to bold the other. An opportunity to inspire the audience to be their very own Pop Artist.
Strategy & Design
Using Clinique’s makeup and joie de vivre spirit, a Swedish Pop Singer, Zara Larsson, was transformed into a Pop Artist.
“Play With Pop” is a one-of-a-kind interactive music video featuring international star Zara Larsson and her debut track - “Lush Life”
The music video features four distinct makeup look that represent four different genres of music too with the help of the Pop Artistry Range of Makeup by Clinique. These distinct looks were:
- Natural Pop Look represents Acoustic Music: A bare natural look featuring Clinique Pop Lacquer in Wink Pop.
- Bold Pop Look represents Country Music: A bold and confident look featuring Clinique Pop Lip Colour + Primer in Cherry Pop.
- Sweet Pop Look represents Pop Music: An ultra-feminine look featuring Clinique Pop Glaze in Bubblegum Pop.
- Vixen Pop Look represents Dance Music: A fierce look featuring Clinique Pop Lip Colour + Primer in Berry Pop.
The video features an option to switch between the above genres of the song seamlessly just by changing the lip colour. With a change in lip colour, the entire mood of the video changes too. Right from the makeup, hair, choreography, and even the background, set and lighting to reflect the emotion of the lipstick.
The experience was the first interactive music video to run online on internet browser with no app needed. The music video can be experienced at playwithpop.clinique.com.
A teaser video for the campaign on Clinique India's YouTube channel
Below are the posts that were executed on different social media platforms to promote and launch the music video
