Clinique launches social media campaign for whitening products

The digital campaign aims to change the perception that whitening products have instant results and are seasonal.

The campaign focuses on engaging with real people and educating them about skin whitening, with the unique selling point being the CL-302 ingredient in DermaWhite that "guarantees results".

The key element of the campaign is the social component that invites consumers to take the Clinique challenge to win products. "Tell us what you want to change about yourself for a brighter/ newer you," the slogan reads.

The digital engagement includes online banners, blogger seeding and SNS partnerships as well as multi-touch eDMs to drive traffic to Clinique's Renren campaign site for engagement to update, track and share their success with their social communities, and Clinique's corporate site for purchase.

The campaign will run until mid-February. The agency hopes the campaign will encourage consumers to view whitening as a journey and include it in their everyday skincare regimen.