A reimagined, speculative campaign direction for Clinique, repositioning the heritage beauty brand for a younger, environmentally conscious audience. The project explores how visual storytelling and bold messaging can translate sustainability from a value into a cultural statement.
The Problem
Clinique positions itself as cruelty-free, but like many global beauty brands, it operates within markets that require compliance with local regulations. This creates a tension between its ethical messaging and consumer perception.
At the same time, Clinique speaks to a broad demographic – from Gen Z to Millennials – which can dilute its visual identity and cultural relevance.
This project explores how Clinique might address that tension through a clearer, more sustainability-forward visual campaign that resonates with a younger, values-driven audience.
This speculative campaign explores how Clinique might lean into a clearer, uncompromising cruelty-free position – aligning its messaging with the expectations of a values-driven generation.
By narrowing its focus toward Gen Z, the brand repositions itself around transparency, environmental responsibility, and visual boldness — evolving from legacy beauty authority to ethical cultural leader.
Logo, Font, & Colour
Slogans
Applications
New brand identity of Clinique applied to diverse marketing assets such as physical products, magazine publications, billboards, and wild posters.
