Clinique aims to move beyond beauty with first major global digital campaign

Clinique is launching a campaign that looks to empower women and help them realise their ambitions as it looks to appeal to a younger audience in its first major global digital push.

Launching this week, the #faceforward campaign has enlisted the help of a number of young female bloggers with the aim of motivating and inspiring young people. It will encourage people around the world to ask the question: “if you could give your future self any advice what would it be?”

The bloggers involved include Hannah Bronfman, who runs a fitness blog and has her own sustainable clothing line Green Owl Clothing, as well as Australian law student Margaret Zhang and writer and editor Tavi Gevinson.

They will share stores about the advice they would offer on how to be yourself and be confident, encouraging others to get involved. Twitter and Instagram activity also invites customers to “make a promise to their future selves”.

In the UK, the campaign will run on Tumblr and Yahoo Style, a newly launched digital magazine, where it will showcase six young British women.

On Thursday (14 July), Clinique is also holding an event featuring four high-profile women including Channel 4’s Cathy Newman and former international cricketer Ebony-Jewel Rainford-Brent. The brand says the event will focus on “how women across the generations can collaborate and help each other”, aiming to inspire young women in their careers.

The aim is to establish the Clinique brand as a force in empowering women. It wants women to look forward to the future rather than look back at past mistakes.

Clinique is following in the footsteps of a number of brands keen to speak to millennials by talking about issues that are important to them and not just products. Procter & Gamble’s Always brand has seen huge success with its “Like a girl” campaign, which it claims has helped make girls feel more confident.

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  • Georgina 14 Jul 2015 at 5:20 pm

    Is this an example of a brand losing touch with their customers? I’m a Clinique customer and although it’s a fantastic concept, it’s not something I associate with the brand unless I’m promising to moisturise every day…

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