Brand Problem

1. One of Clinique’s brand problems is their way of selling products. The website lacks persuasion. I plan to rebrand a webpage to persuade the customer to buy the products.
2. Another problem is through quality. Clinique addresses their clean ingredients but not by how the product actually works. I plan to include quality on the web page.
3. Sizing of information and organization is a problem Clinique has on their website. The first top of the page shows the product but the user has to keep scrolling down to view the product’s information.

Goal and Benefits

The goal is to redesign a webpage for Clinique’s 3-step acne solutions skincare routine by using color, persuasion, and information to get the customer to buy the products, as well as giving the website a cleaner upgrade.

The brand will benefit from my web page design by offering more information than what is currently on their website. The website includes information needed to sell the products but it’s a bit much and spread out.

Dramatic Arc

The dramatic arc of my brand narrative is “Overcoming the monster”. I want the customer to know that they can overpower their stress of flawed skin through Clinique’s skincare.

The character’s problem in the story is through their skin and its flaws. By using Clinique’s skincare, the character will overcome their stress and flawed skin through Clinique’s products.

Existing Touch Points

1. Safe ingredients: Dermatologist was used in 1968 to launch the skincare brand. Clinique avoids using all allergens, irritants, and ingredients that could harm skin.
2. Dermatologist Tested: Products are evaluated at every stage of development to meet standards for safety. Testing includes: Stability Tests, Sensory Tests, Clinical Tests, Ophthalmologist Testing, and Safety in Use Testing.
3. Sustainability: Uses sustainable practices, by 2025 plan on having 75%-100% of packaging be recyclable, refillable, reusable, and recycled.
4. Website, products, modern-look.

Brand Ecosystem

My project will fit into the existing brand ecosystem by continuing to apply Clinique’s clean philosophy. I plan to include their dermatologist tested, sustainable packaging, and safe ingredients included on the product’s webpage as I believe it is a good way to sell the product.

I will continue to sell Clinique’s lifestyle image but reorganize the webpage to outline their 3-step skincare routine.

Competitive Landscape

The competitive landscape of Clinique’s brand are women’s skincare brands such as Neutrogena, Cetaphil, Olay, and Estée Lauder. Each competitor sells moisturizers, anti-wrinkle creams, and acne products. The strengths and weaknesses of the competitors are through cost, quality, and accessibility.

The brands that can be purchased at drugstores, Neutrogena, Cetaphil, and Olay use TV commercials to achieve their objectives, While Clinique does not usually sell through commercials. Neutrogena, Cetaphil, and Olay can be easily purchased while Clinique can only be found at Ulta or luxury retail stores.

Asserting the Brand

My webpage will assert the brand over its competitors by using Clinique’s customer satisfaction and clean philosophy. I plan to make Clinique stand out by selling the 3-step products. I think it may also be a good idea to include some sort of customer loyalty rewards to make sure the customers come back.

I will achieve a final project deliverable that maintains the same quality and production as the existing brand assets through delivering upon Clinique’s philosophy, organizing the existing information, and brightening the webpage with color that pronounces upon Clinique’s clean look and feel.

Overview and Background

• 1968, Carol Phillips, daughter-in-law of Estee Lauder worked with dermatologist, Norman Orentreich to develop skincare products.
• The idea was to develop skincare with 3 steps: Cleanse, Exfoliate, Moisturize
• Clinique avoids using allergens, irritants, and ingredients that are harmful to the skin.
• Today, Clinique honors the phrase: No Parabens, No Phthalates, No Fragrance, and Just Happy Skin.

Objective

The objective is to create a micro-page based on Clinique’s philosophy and 3-step skincare idea. The page will be specific to their 3-step acne routine to persuade the audience that these products are right for them. The goal is to redesign one of Clinique’s webpages and focus on their 3-step skincare routine and clean philosophy. I will be updating the webpage with color and providing information on why the skincare works and is healthy for the skin.

Target Audience

Clinique’s target audience is for anyone who wishes to cleanse their skin with clean ingredients. Clinique is for women of all ages, roughly teens to older women. Clinique has acne products and anti-wrinkle creams.

Market Position

• Women’s skincare products
• Provides clean, clinically tested products and promises happy skin
• Compared to other brands, they categorize on selling clean products with allergens
• Not too high in cost, brand sold at luxury retail stores

Brand Values

• Quality
• Inclusive
• Modern
• Clinical
• Honest
• Diverse
• Innovative
• Loyal

Brand Matrix

Clinique’s brand matrix is divided up by low price and high price brands, as well as an exclusive market to a large market. Clinique lies between low price and exclusive.

Timeline

• Feb 3: Begin Project
• Feb 10: Creative Brief and Presentation Due
• Feb 17: Revise Creative Brief, Begin website design
• Feb 22: Finish Website Design
• March 1: Finish up Website Prototype
• March 3: Finish Brand Story Rough Draft
• March 8-10: Submit Final Prototype and Presentation

Deliverables

• Website Prototype
• Creative Brief
• Pitch Presentation
• Brand Story
• Final Presentation

Treatment

For this project, I will be creating a micro-page that for Clinique’s 3-step Acne Solutions skincare routine. The website will use a black and white theme with a touch of mint green. The mint green is based off their package design for the products. The look will be clean and modern, as that is what Clinique is all about.