Clinique
Pioneering Beauty with
Connected Packaging
In the spring of 2022, Clinique achieved a remarkable milestone by becoming the first beauty brand to introduce NFC-enabled packaging. This groundbreaking initiative transformed the interaction between customers and their star product, Moisture Surge 100.
"Transforming skincare, one tap at a time ."
Innovating beyond the conventional beauty realm, Clinique's NFC-enabled Moisture Surge jar offered users a tailored skincare experience like never before.
Embracing technology, we crafted a daily dehydrator index quiz that delved into the user's location, environment, and lifestyle, providing insights into potential factors causing dry skin. Leading the campaign on social media, the product gained mainstream popularity, earning recognition and awards. In Spring 2023, we elevated the experience further, allowing users to explore the supply chain and sustainability initiatives behind Moisture Surge 100. The immersive journey unfolded in a perfect 3D world inspired by the product jar, integrating the dehydrator index quiz and incorporating a gamified element promoting recycling—users grew an Aloe Vera plant inside the experience, redeeming a voucher upon maturity.
The Experience
Immersed in Clinique's transformative journey, my involvement contributed to reshaping the interaction between consumers and beauty products.
Leading the conceptualisation of the NFC-enabled Moisture Surge 100 experience, my efforts aimed to turn a skincare product into a nuanced control deck for engagement. Beyond ideation, I pitched and designed an immersive journey into Clinique's supply chain and sustainability initiatives, ensuring that the digital experience provided skincare insights and showcased Clinique's commitment to responsible practices.
Additionally, I spearheaded the social media campaign, embodying the tagline "more than you think." Recognising the opportunity to develop an emotional and inclusive campaign, I sought to give voice to the models who had already been photographed for still shots. After pitching Clinique with this idea, they entrusted me with the production process. I crafted intimate video interviews of the models, directing the editing to ensure that the campaign captured the essence of "more than you think" and resonated as the voice of a generation.
My Role
Clinique's NFC-enabled Moisture Surge 100 experience didn't just break ground; it reshaped the beauty landscape.
Clinique made history as the first beauty brand to launch an NFC-enabled product.
A staggering 70% of users actively completed the dehydrator index quiz.
The immersive journey averaged an impressive 3.21 session length, with users tapping twice on average.
Each jar's lifecycle extended to an average of 5 uses.
The engagement rates surpassed industry benchmarks, hitting peaks of 33% during 360 activation support.
Notably, the initiative attracted a younger and more diversified audience, with 59% falling in the 19-35 age range.
Impact
