Clinique: See me

Clinique, a makeup and skincare brand, created the content series Dear Derm to leverage the expertise of Black and Latino dermatologists in the US to demystify and normalise dark spots and position its Even Better Clinical Interrupter (EBCI) as a source of inspiration and education.

Summary

Clinique's challenge was two-fold:

  1. Demystify the #1 concern among Black and Latina women -dark spots (i.e., hyperpigmentation). Provide an easy, proven-on-darker-skin solution. Hyperpigmentation is an acute concern that varies widely across darker skin tones – even within families. It is not openly spoken about, creating a sense of isolation and anxiety. Treatment options are confusing and not clearly developed for, nor tested specifically on darker skin tones.
  2. Be an industry leader in authentically representing multi-ethnic women whose beauty has historically been marginalized. Although there has been industry progress toward inclusiveness, it has often been one-dimensional. The Clinique team aspires...

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