Increasing Clinique's brand awareness in China
Spearheading the creative, service & retail strategy
Clinique wants to create great skin for everyone. While the brand is well-known in the US, brand awareness in China is low. The team’s ambition was to relaunch the brand in China with a flagship location. It should interpret the brand and experience for the Chinese consumer.
Worked with a team of designers and a creative director to bring this to life. Defining and clarifying the user needs, cultural expectations, competitor landscape, design sensibility and USPs of the brand was key to build out the retail concept, touchpoints and services.
Workshop Design
Workshop Moderation
Competitor Analysis
Brand Strategy
Experience Strategy
Customer Personas
Customer Journey Mapping
Touchpoint Guidelines
Communication Hierarchy
Service Design
The Clinique Laboratories retail concept juxtaposes our brand’s DNA with a fresh new look for our in-store experiences...It’s an expression of Clinique for the future.
Ingrid Montoya - VP Global Retail Design at Clinique
Outcome
Results
The China retail concept created a scalable foundation for Clinique’s next generation retail experience. Originally developed for the Chinese market, the concept was adopted as the brand’s global retail approach within five months of launch. It also shaped how Clinique connected physical and digital discovery.