Imperfection is officially in as classic beauty brand Clinique swaps airbrushed imagery for real skin positivity in its latest campaign.
The brand tapped TikTok to get a sense of what consumers want and noticed that Gen Zers prefer to feel empowered, not put down, by their flaws. That in mind, Clinique nixed the beauty norm for a campaign that concentrates on one of the most normal, yet personally embarrassing skin occurances: zits. In #ZitHappens, Clinique encourages consumers to post their most skintimate details and how they solve them using the brand’s three-step acne solution. In true TikTok fashion, the campaign comes fully loaded with a catchy original song and a hashtag challege to bring people together on social media. So far, the video has racked up more than 2 billion views on the platform and is already starting to drive sales.
The push comes at a time when consumers are still trying to figure out solutions to “maskne” and how important it is to appreciate their real beauty during this time. As such, Clinique’s decision to reintroduce itself to its audience makes sense and could be a smooth move for the label, which was established in 1968. The new campaign could also signal a mini-comeback for the brand, which slipped from the Genius to Gifted category in Gartner’s Digital IQ Index: Beauty.
As the new generation of shoppers rises in both age and influence, brands of all backgrounds need look no further than TikTok to start speaking their language.