Marketing Strategy of Clinique: STP Analysis & Company Overview

Marketing Strategy of Clinique

Clinique employs a multi-faceted marketing strategy, integrating traditional advertising with modern digital tactics. They focus on creating personalised customer experiences through loyalty programs and targeted ads. Their campaigns, like #StartBetter and #ZitHappens, resonate with diverse demographics, driving brand engagement and sales. For those interested in understanding such comprehensive strategies, it’s beneficial to study digital marketing online to gain valuable insights into how brands like Clinique effectively reach and engage their audiences.

Digital Marketing Strategies of Clinique

#StartBetter

Source: Google

#StartBetter was the first global digital equity program and social media-centric campaign which was launched by Clinique on Youtube, Facebook, Instagram and Twitter.

The concept of this marketing campaign was to empower female consumers with the confidence to change themselves for the better in all aspects of life.

Through this campaign, women equate feeling beautiful and start their lives as they want in a better way. The posts on social media platforms encouraged fans to share what they would #startbetter.

The campaign garnered nearly 10 million impressions and a total of 284,000 engagements. Cracking the code of successful digital campaigns like these is exactly why taking a digital marketing certification course is so valuable. These courses offer insights into effective strategies and consumer engagement techniques, giving you the tools to replicate this success.

#ZitHappens

Source: Google

The brand tapped TikTok to get a sense of what consumers want and noticed that Gen Zers prefer to feel empowered, not put down, by their flaws. With that in mind, Clinique mixed the beauty norm for a campaign that concentrates on one of the most normal, yet personally embarrassing skin occurrences: zits – the skin positivity movement of consumers, and more specifically, Gen Z

In #ZitHappens, Clinique encourages consumers to post their most intimate details and how they solve them using the brand’s three-step acne solution. In true TikTok fashion, the campaign comes fully loaded with a catchy original song and a hashtag challenge to bring people together on social media. So far, the video has racked up more than 2 billion views on the platform and is already starting to drive sales.

For those looking to create impactful campaigns like #ZitHappens, pursuing digital marketing courses in mumbai can provide valuable insights and skills.

#POPLip

Source: Google

Clinique conducted a experiential campaign 6 years ago named Clinique #POPLip in which Clinique placed their counter in a mall where the makeup artists by Clinique were influencing walking females to try POPLip by Clinique. Makeup artists were applying lipstick shades on women’s lips according to the applicant’s choice.

Clinique’s artists then told applicants to click the image of lips through the system installed at the counter. The system was generating a photo which you can see in the image above. The campaign motive was to make the applicants share their #lippic with the new shade on Instagram or Twitter so that the brand can increase its awareness on social media platforms.

Also, the walking females who applied the shades were previously unaware of the brand Clinique and weren’t customers of Clinique and are now regular and loyal customers of the brand.

For those interested in understanding such successful marketing strategies, pursuing digital marketing courses in faridabad can provide the necessary knowledge and skills to implement similar campaigns.

Clinique Marketing Strategy – Social Media

Social media marketing is really important when it comes to gathering the audience at large and no wonder a brand like Clinique uses it to its full advantage.

Clinique can be found on four social media platforms namely Facebook, Twitter, LinkedIn and Instagram. They have two accounts on Instagram, with one being a worldwide account and the other, an Indian account. The posts posted by Clinique on Facebook & Instagram are the same except on Linkedin where the posts are more towards the corporate side. The posts on Facebook & Instagram are related to the promotion of new launches of beauty and cosmetic products, marketing collaborations with influences & celebrities, discounts & offers, beauty-related tips and guidance, makeup tutorials, health & hygiene, etc and more.

Clinique marketing strategy ensures a strong presence on these platforms:

1. Instagram: Clinique on Instagram has 3.5M followers and Clinique_in has 163k followers.
2. LinkedIn: Clinique’s profile on LinkedIn has a total of 141k followers.
3. Facebook: Clinique on Facebook has a total of 11M followers.
4. Twitter: Clinique’s profile on Twitter has a total of 397.5k followers.

As we can see from the above stats, the brand is most followed on Facebook and they keep their followers. Clinique keeps its customers hooked up on all the platforms and they are super active in all the channels. The type of content that the brand utilises is; informational, and promotional, and as well as they do product launches too.

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Clinique Marketing Strategy – SEO Strategies

With over 5,000 organic keywords (search terms users type naturally) ranking high on search engines (Online gateways to information), they’re attracting a whopping 42,419 visitors a month organically. That’s a lot of potential customers with healthy skin concerns!

This impressive performance isn’t a stroke of luck. The company’s team is clearly pouring their energy into SEO strategies. By optimising their website and content, the team in charge of digital marketing of Clinique ensures their brand shows up at the top of Google searches for relevant terms. This doesn’t just drive traffic – it elevates Clinique’s brand image and positions it as a trusted authority in the skincare world.

For those looking to enhance their skills in this area, obtaining a free digital marketing certification can be highly beneficial, providing valuable insights into effective SEO tactics.

Clinique Marketing Strategy – Influencer Marketing

Source: Google

Clinique India’s We Hear You ft Instagram influencers in which TV presenters and Youtuber Leeza Mangaldas, Stand comedian and makeup enthusiast Supriya Joshi along with Teena Singh and Lisa Mishra featured in Clinique India digital campaign conducted in 2019.

The influencers were playing their part and the four influencers were seen candidly talking about what beauty means to them simultaneously describing the role that Clinique’s Even Better products play in their lives. On social media platforms, they put together a series of films that offer viewers a glimpse into each influencer’s personality.

Clinique India and internationally frequently partner with such leading micro and macro influencers to increase brand awareness and bring a surge in sales.

Clinique Marketing Strategy – E-Commerce

Source: Google

Clinique has a very well-optimised e-commerce platform on which you can find various beauty, health and make-up products sold by Clinique. Users can have in-depth information about the products and can also purchase it through Clinique’s e-commerce platform.

The product pics uploaded on websites are big, appealing and eye-catching for a user to easily get influencer and purchase their products. Also, the brand has well-stated the benefits and advantages of purchasing products manufactured by Clinique in every product description.

Clinique products can also be purchased on Amazon, Myntra and many other such third-party e-commerce sites.

Clinique Marketing Strategy – Mobile App

Clinique has a mobile application called Clinique Store through which customers can on the go purchase skincare, makeup and beauty products. On the app, the customer can also access inspiration, exclusive offers and more.

The application provides a feature of live chat support where users can ask questions and recommendations of products from expert beauty advisors. Customers of Clinique can easily reserve products online to pick them up in-store or order them and get same-day delivery by using the app.

Another application by Clinique named Clinique eLearning is a cross-platform education tool for internal training of consultants and general staff. The application has more than 50k+ downloads and a star rating of 4.2.

Clinique Marketing Strategy – Content Marketing Strategies

Luxury brands are not known for allowing consumers to dictate trends and brand initiatives. They’ve had long-standing policies of disseminating their editorial point of view through traditional channels and using aspirational imagery to create irrational demand.

Clinique does not want to give its customers that untouchable impression. Instead, it has adopted a strategy of an honest and open two-way conversation. The meaning and commitment behind Clinique’s tagline, “Just happy skin,” permeates across its marketing and pays off big in customer loyalty.

Clinique believes each social media serves a different communal purpose. On Instagram, they use live stories and posts, focusing on quick eye candy. On YouTube, they post long-form educational content. Facebook and Snapchat are used for event coverage.

They never tried to sell their brand directly, but rather they followed the path of indirectly promoting it through engaging and informative content.

The users on social media platforms and visitors on the website enjoy the content related to the industry and associate Clinique with the content that they love to consume. This approach also includes educational resources such as a free ChatGPT course, which helps attract and retain a knowledgeable audience. This is also the reason why Clinique is successful in obtaining relevant traffic on its website.

This ends the elaborative marketing strategy of Clinique. Let us conclude our learning below from the marketing strategy of Clinique.

Clinique Marketing Strategy – Marketing and Advertising Campaigns

• #StartBetter: A campaign encouraging women to embrace positive changes in their lives, generating 10 million impressions.
• #ZitHappens: A TikTok campaign promoting skin positivity, amassing over 2 billion views.
• #POPLip: An experiential campaign that increased brand awareness through interactive mall experiences.

For deeper insights into successful digital marketing strategies and campaigns like those of Clinique, explore IIDE’s digital marketing blogs that dissect industry trends and innovative approaches.

Top Competitors That Influence the Marketing Strategy of Clinique

Here is a list of the top competitors of Clinque:

• Estée Lauder: Known for luxury skincare and cosmetics.
• L’Oréal: This brand provides a variety of beauty products.
• Neutrogena: Specialises in dermatologist-recommended skincare.
• Olay: Focuses on anti-aging products.
• Lancome: A luxury skincare and makeup brand.

Studying digital marketing case studies can provide valuable insights into how these competitors strategise and execute their online marketing efforts. Understanding their approaches can be beneficial for shaping effective digital marketing strategies in the beauty and skincare industry.

Clinique Marketing Strategy That Failed 

Clinique iD Campaign

• Issue: The campaign faced backlash for insufficient shade inclusivity.
• Backlash: Consumers criticised the brand on social media for not catering to diverse skin tones.
• Response: The Clinique apologised and expanded the shade range, re-launching the campaign with improved inclusivity.

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