Clinique’s Winter Skin Campaign
If I were on your team, this is where I’d start..
Overview
Clinique sits at the intersection of dermatology and everyday beauty, creating products that feel both clinically considered and deeply personal. At the heart of the brand’s product portfolio sits Moisture Surge, a cult-classic hydration collection beloved by skin enthusiasts and dermatologists alike, and the perfect hero range as we move into winter.
As we move into winter, a season defined by environmental stress, barrier disruption and a collective cultural shift toward slower, more intentional self-care, the opportunity is to position the Moisture Surge range as more than just an everyday hydrator. This is a chance to give Australians a skincare ritual that feels genuinely restorative, and a moment of self-care that is entirely their own.
Part 1: The Event
The campaign starts by bringing together 12-15 carefully selected media and beauty creators for a half-day self care experience at Reset Studio in Double Bay.
On arrival, guests are welcomed into a Clinique-transformed spa space, fit out with warm winter botanicals, soft lighting, branded robes and hero Moisture Surge products woven naturally throughout. The day flows through a series of restorative moments, including a personalised Moisture Surge skin consultation, bespoke facials using the range, saunas, magnesium spas, and guided meditation sessions.
Every moment, from the consultation to the post-sauna glow, is designed to be both genuinely experienced and naturally captured, creating authentic content that flows organically across Instagram and TikTok.
Guests leave with a curated Moisture Surge gift bag, a branded robe, and a personalised winter skin ritual card. The intimacy of the format means every guest feels genuinely looked after, which is exactly what Moisture Surge promises to do for their skin.
This event will drive awareness of the Moisture Surge range during peak winter skin season, deepen genuine relationships with key media and influencers beyond transactional gifting, and generate organic social OTS through authentic, creator-led content that reaches engaged beauty audiences across Instagram and TikTok.
Part 2: Influencer Content
Beyond the event, the Moisture Surge story extends across Australia through a two-tier influencer program designed to drive sustained awareness and product trial throughout winter skin season.
Ten paid influencer partnerships will anchor the campaign, creators across skincare, wellness and lifestyle who align authentically with the Moisture Surge brand world. Each partner receives a content brief focused on how they personally battle winter dryness with Moisture Surge, integrated naturally into their existing content style. Content spans Instagram Reels, Stories and TikTok, with key posting windows timed around the event and peak winter skin moments throughout the season.
Thirty contra gifting packs extend the campaign's reach organically across Australia, seeding Moisture Surge into the hands of emerging creators and engaged micro-influencers. Each pack is curated and presented as a genuine self-care moment, with a personalised winter skin ritual card encouraging authentic, unscripted content that feels real to their audience.
Together the paid and gifted tiers create a layered content ecosystem that keeps Moisture Surge visible, relevant and genuinely desirable throughout the season.
Part 3: Retail Experience & CRM
The campaign extends beyond the event and social activations through two touch points designed to drive product trial and purchase at scale.
In-store, customers visiting Clinique counters across Australia are invited to receive a complimentary winter skin analysis from a trained Clinique skincare expert. The consultation identifies their specific winter skin concerns, including tightness, dehydration, sensitivity or barrier disruption, and recommends a personalised Moisture Surge routine tailored to them. This transforms the retail environment from a point of purchase into a genuine destination for skincare education.
Digitally, the campaign is anchored by the Find Your Winter Skin Ritual quiz, a simple and engaging CRM journey that helps customers discover which Moisture Surge products are right for their winter skin. Once completed, customers receive a bespoke email sequence including their personalised routine, event content and seasonal nudges throughout winter.
Together the retail and CRM touch points create a seamless journey from awareness to purchase to brand engagement and ongoing loyalty.
