Since 1968, Clinique has been doing things differently. Inspired by Vogue magazine article “Can Great Skin Be Created?” Estee Lauder’s daughter-in-law brought an idea to his attention: to create the world’s first dermatologist-driven line of cosmetics. Enter Clinique. The first brand to bridge caring for your skin and using cosmetics. A half-century later, today, the brand remains a hallmark for superior health and beauty products.
The Challenge.
To most generations, Clinique is known as a leader in quality cosmetics. Younger audiences, however, aren’t as versed in the brand’s legacy. The company set out to create a campaign that would build brand recognition amongst younger audiences, focusing on people and issues that resonate with this group.
“Find best Gina quote for here.”
— Gina Rodriguez
The Solution.
To connect the dots between the difference Clinique makes, from healthier cosmetics to social justice efforts, the brand set out to support those who made the brand a household name: women. Clinique created The Difference Initiative, contributing to organizations that support women’s education, health, and empowerment. As part of the initiative, they developed “Difference Makers”, a campaign that shares the story of six influential women and their activism. We developed a series of short films that share the stories of these women and the critical work they do beyond what they’re famous for.
From Golden Globe-winning actress Gina Rodriguez’s work creating access to education to Olympic Gold Medalist Victoria Pendleton’s advocacy for women in athletics, each film is an intimate look at what inspires these women to fight for their cause. To capture the people and issues representative of Clinique’s global audience, the films focused on women who are creating change across countries and communities, from the United States to Mexico, China, South Africa, and the United Kingdom.
Employing a documentarian approach, we worked to understand the personal narratives that inspire each subject’s investment in their cause. Through the use of Errol Morris’ interrotron technique, we captured the women engaging the camera directly, creating emotional immediacy between subject and viewer.