Since the time of its inception in the late 1960s, Clinique has positioned itself as a leading cosmetic retailer that blends innovation, quality, creativity and prestige. Coining the modern day skin care regimen that prioritizes cleansing, exfoliating, and moisturizing, the brand has proven its relevance and impact by continuously producing top of the line products that revolutionize women’s skin.

Single Compelling Thought: Is there an opportunity to boost engagement and better capture the attention of Clinique’s core audience by using textures and artistic styling tactics to visually convey the benefits of their products?

Strategy: Use water beads to promote the weightless hydration properties of Clinique’s new Dramatically Different Hydrating Jelly and to relay its unique water-jelly texture. Style photos in a tasteful shower setting to position the product, not just as a facial product, but as a lightweight, go-to moisturizer for resilient and rejuvenated skin.

Execution: Create a mini-series of digital social content to live exclusively on Instagram. Open doors to a dialogue that challenges women to reconsider the ways they show care for their skin.

Photos captured by Maddi Steffen, @maddi_steffen

Art direction + styling by me


In addition to my work for the Dramatically Different Hydrating Jelly, I also created some content for Clinique's Blackhead Solutions scrub. The brand was in need of functional digital content to support this extension of their skincare collection.