Clinique - Face Forward

Clinique has historically been the most classic of skincare brands, advertising the efficacy of its products without focusing much, if at all, on a brand-level emotional connection. We changed all that in 2015, while simultaneously forging a connection for the first time with a younger millennial audience, when we launched #FaceForward. The campaign didn’t star any fashion models or traditional “celebrities”, instead tapping influential young creators Tavi Gevinson, Hannah Bronfman and Margaret Zhang as its face. It also didn’t promote specific products, a departure for the brand, instead relying on these creators to deliver a message of acceptance, individuality, and self-love — positing that being beautiful on the inside is what matters most, and that the courage to face your future and write your own destiny is the key to success.

The campaign launched in the US and was later adapted by global markets.