The ask was to create a new brand strategy and creative for moving Clinique into its next era. Clinique has a global team of skin health experts including dermatologists, skin scientists, psychodermatologists, endocrinologists, nutritionists and environmental scientists that work to research internal and external factors that affect skin health such as hormones, nutrition, mental health, allergies and environmental aggressors like weather and pollution.

The creative challenge was to explore different concepts and big idea thinking that connects the dots between skin and the internal and external factors that affect skin health through new product concepts, activations and partnerships.