Clinique Applies Digital Content

Beauty and skincare brand Clinique has made digital content accessible through one of its products.

Clinique, a global leader in beauty, continues to drive consumer service innovation by introducing new digital technologies at various points of sale. As the first dermatologist-developed cosmetics brand, Clinique was founded on the philosophy that great skin can be created. Clinique continues its tradition by pioneering the connection between dermatology and cosmetics through a custom-fit beauty experience. Inspired by that heritage, Clinique became the first cosmetics brand to use the Apple iPad in-store as part of a state-of-the-art, self-guided skincare diagnostic tool being rolled out this month at select counters nationwide.

Guided self-service on the Apple iPad. Using software exclusive to Clinique on the Apple iPad at Clinique counters, consumers identify their skincare concerns and receive personalized recommendations using a 90-second computer-guided skincare analysis. The diagnostic tool processes over 180,000 product combinations that precisely match each consumer’s personal needs. At the end of the intuitive analysis, consumers receive a printout or email with a list of their custom-fit product recommendations.

Clinique is reshaping the industry standard with exciting new technologies that allow consumers to connect with the brand in ways most relevant and engaging to them, whether at the counter, at home, or on the go. 

Consumers buying a limited edition of Clinique’s Moisture Surge 100H moisturizer can access digital content through the product’s packaging. Tapping a smartphone onto the jar enables purchasers to find out what dehydrators may be affecting their skin, get advice from Clinique’s experts plus take a selfie and then share with others.

The Near Field Communication (NFC)-enabled cream is available exclusively in Boots in the UK and 35 markets globally and has driven high levels of customer engagement. 

Users spend 3min36sec in the connected experience, with 1min12sec spent in the Dehydrator Index Quiz. In the first six weeks, the US saw a 19% engagement rate, and the UK saw a 33% engagement rate – the percentage of products sold that were engaged with at least once.

Clinique’s executive director of global retail experience, Erin Burke, said: “It provides added customer value and vital data to pinpoint where the product is being used and how people emotionally engage with our mobile content.”