Garcia, M.

1
Clinique Brand Association

Clinique Brand Association

Positioning Statement

To mature, no-nonsense men and women who are concerned about the latest scientific
improvements in skin care.

Clinique is the skin care and cosmetics brand that helps create your perfect skin.

The reasons are:

1. Only the professional formula of dermatologists can ensure the effectiveness and safety
of Clinique products.
2. All Clinique products are Allergy Tested. Every single formula is subject to a very
accurate and stringent test.
3. Clinique's custom-fit 3-Step Skin Care System helps create perfect skin: cleanse,
exfoliate, moisturize.

The brand character is:

1. Sophisticated yet simple

2. Professional
3. Straightforward and Results-oriented

About the advertisement

In all of Clinique’s advertisements, the product is the hero. It uses austere, clean, almost
clinical imagery to emphasize that the brand is simply about products that work. Moreover the
advertisement is ageless and androgynous, it doesn’t seem to be targeting a specific age or sex,
because the brand believes that skin care is for everyone. The text goes straight to the benefits
and the results that can be expected from the product: 53% improvement of dark spots because
the brand is dermatologist-driven, allergy-tested and 100% fragrance free. There is no beautiful
face, no mystery or drama behind the brand or the products, which is what many other high-end
skin care and cosmetic companies employ in their marketing. Clinique, instead, is very realistic.
Clinique customers do not want to bother with trial-and-error by going for cheaper brands and
neither are they impressed by the grand promises of high-end ones. They are usually more
mature buyers and do not expect miracles from a cream made from an exotic flower from a far
away volcanic island, for example. They trust doctors and believe in science. Professionalism,
specificity and expertise are what people look for and trust about Clinique.