Clinique
Reimagining Skincare with Smart Packaging
In spring 2022, Clinique became the first beauty brand to introduce connected packaging, transforming how consumers interact with skincare.
"Transforming skincare, one tap at a time ."
The experience was designed as a Connected Jar, where placing a phone near the lid opened an intelligent, data-driven mini app — instantly and without any download required.
Users could take a daily dehydrator index quiz combining weather data, location, and lifestyle factors to reveal what might be causing skin dryness.
By analysing each user’s environment and habits, the experience acted as a personal advisor, guiding them on how and when to apply the product for optimal results. It aimed to raise awareness through something instinctive, visually engaging, and interactive, creating an experience users wanted to return to.
Following strong social engagement and industry recognition, the experience evolved further in 2023. A new 3D immersive world was developed, allowing users to explore Clinique’s supply chain and sustainability initiatives while maintaining the same interactive, gamified approach.
Inside this digital space, users could nurture a virtual Aloe Vera plant symbolising care and renewal and receive a reward once it matured, reinforcing Clinique’s commitment to responsible beauty.
Skin Dashboard
The concept was built around transforming a skincare jar into an intelligent skin dashboard.
Responsibilities included defining the creative and digital framework for the NFC-enabled experience, shaping the storytelling around hydration and sustainability, and developing a fully realised 3D world that placed the user at the heart of the product’s formulation. From the moment an Aloe Vera leaf was picked to the final cream jar, the experience allowed users to feel part of the process, blending educational value with a satisfying, game-like interaction.
The communication strategy extended to social media under the “More Than You Think” campaign. Giving voice to the campaign’s models through short, intimate video interviews, capturing authenticity, inclusivity, and the emotional core of Clinique’s message.
Approach
The Moisture Surge 100 campaign marked a turning point for Clinique, introducing the first NFC-enabled skincare experience in the beauty industry.
The initiative redefined how consumers interact with a product, blending digital touchpoints with personal care rituals. It achieved strong engagement and retention, setting a new reference for connected beauty storytelling.
Beyond its results, it expanded the definition of what a beauty product can be, turning a skincare jar into a personalised, data-informed companion that reinforces Clinique’s identity as a brand of precision and expertise.
Projects and results are presented for illustrative purposes. Information is based on public sources and project reports.
Images adapted from public materials. © respective brands.
Impact
