Background:

Clinique has been a trusted name in skincare since 1968, known for its dermatologist-developed formulas and commitment to enhancing natural beauty. But as beauty trends evolve and younger generations shape the market, Clinique faces the challenge of staying relevant. Their core audience of women 35+ doesn’t reflect today’s social media-driven skincare culture, where Gen Z looks to influencers for trusted product recommendations.

Key Challenges:

• Lack of TikTok engagement (only 189.4K followers)

• No verified presence on X (Twitter)

• Outdated ingredients like denatured alcohol

• Missed influencer marketing opportunities

A survey I conducted revealed that 80.5% of participants learn about products through social media, yet Clinique’s digital presence doesn’t meet this demand. While 55.1% of respondents had used Clinique, 41% felt brands aren’t marketing effectively across age groups. Still, the viral success of their Black Honey lipstick proves the brand’s potential when it leans into trends.

Strategic Rebrand Plan:

1. Boost Social Media Engagement: Partnerships with influencers and celebrities like Alex Cooper and Lola Tung to launch campaigns and sponsored posts that resonate with younger consumers. Participate in trending content and increase engagement on TikTok and Instagram.

2. Launch on TikTok Shop: Expand into social commerce, building on recent Amazon availability. This taps directly into Gen Z’s preferred way to shop.

3. Update Products & Messaging: Reformulate products to remove harsh ingredients, improve transparency, and introduce a youth-focused starter line with clear, appealing packaging.

Clinique is a legacy brand, that can appeal to the next generations of beauty enthusiasts. With strategic updates to social media, product offerings, and influencer partnerships, they can thrive in the modern beauty world and capture the attention of a new generation.