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Clinique’s The Wink offers not just skincare but a way of life |
Welcome to the future. In a perfect example of brands becoming more than simply the products they sell, Clinique, the US dermatological skincare and cosmetics house owned by The Estée Lauder Companies, has launched The Wink, described as a 360˚ lifestyle multi-media platform.
The Wink aims to introduce consumers to, “˜”the people, places and ideas that inspire the world of Clinique – global influencers, emerging trends, science-backed skincare, wellness, travel, art and style”.
The content will curate beauty tips, in-depth features, video and original photography as well as a monthly column from Clinique Global Brand President Jane Lauder entitled “˜Over Breakfast With’, reporting on her meetings with ‘tastemakers’ across the world.
Launching simultaneously on Tumblr and Facebook, The Wink will also feature on Clinique’s existing Instagram, Facebook, Pinterest and Twitter channels, making it interactive across social media with all articles on the website being socially shareable.
Other tools include: The Canvas, which allows users to save articles with a custom bookmarking tool and lets them share their favourite products for future reference; and The Index, an interactive glossary of skincare ingredients and professional make-up application techniques.
The name Wink is intended to imply a friendly, conspiratorial gesture and Clinique hopes The Wink will feel to its consumers like hearing from a savvy, well-informed and trusted confidante.
The Wink launched globally from 6 October at: www.clinique.com/thewink
