Clinique

For Clinique’s Moisture Surge 100H “More Than You Think” limited edition campaign, I led a deep dive into strategy, collaborating with global teams at the Estée Lauder Companies to ensure we exceeded targets while keeping innovation front and center. We began by discovering a key need state—analyzing the full user journey of a young skincare enthusiast, identifying pain points and opportunities where digital innovation could truly elevate their routine. Central to our approach was transforming the Moisture Surge 100H jar into a digital gateway. By embedding NFC technology, we enabled consumers to tap the jar and access a personalized digital skin guide. This guide not only provided expert advice and detailed product insights but also featured a skincare quiz that introduced an element of gamification, making the experience both engaging and informative. Throughout the project, I worked on comprehensive workshops and research sessions with both internal and external stakeholders, ensuring that every decision was informed by a clear understanding of our audience’s needs and the emerging trends in the beauty industry. The strategy seamlessly blended cutting-edge technology with a modern, user-centric design, ensuring that the digital experience was as intuitive as it was innovative. Additionally, I collaborated on the creative direction for social content in collaboration with the clinique team, with Emilia Clarke as the face of it. Together, we developed mood boards and refined visual narratives to ensure that the technology was not only explained correctly but also aligned perfectly with the brand's vision. This cohesive, well-rounded strategy and creative execution ultimately set a new benchmark for interactive beauty campaigns, earning industry-wide recognition and acclaim. This groundbreaking integration of connected packaging not only elevated consumer engagement but also set a new standard in the industry. Our innovative approach was recognised with the Platinum Award in the Branded Content (Fashion & Beauty) category at the MUSE Awards, selected by over 100 industry experts from 30+ countries. I have also been interviewed as industry expert to talk about the campaign, the innovation behind it and how I see the future of beauty evolve.