Clinique: New Product Launch Strategy for Targeting Women on Social Media

Clinique's new product launch strategy for targeting women on social media includes a pre-launch giveaway, advertising on YouTube, and teaming up with social fashion influencers. The new product includes five active cartridges for specific skin concerns and is paraben and fragrance-free. The company is recommended to use multiple social platforms, organize pre-launch events, and provide 24/7 customer helpline systems.

About Clinique
Clinique is one of the largest beauty product brand within the world. The main target of Clinique
is women.
Cinque have lots of options in the serum, lotions, creams, soap etc. for the variety of skin. As an
example for the dry skin Cinque provides cream version, for oily skin the option is gel and for
the acne sensitive skin jelly based option is available in all the product range (Luna and Ross,
2021).
Target market and the reason to choose it
As women are more tend to purchase the beauty products comparative to men. Most of the
women in the world are more concerned about their facial problems such as fine lines, fatigue,
wrinkles, uneven skin tone, sensitivity of skin etc. (Alaraudanjoki, 2019) Women are always
focused upon the lifestyle as well as their social status within the market so it is very easy for the
Clinique to target the women by offering them a promise to provide flawless skin as well as
solution of the skin problems by different variants available among the new launch of Clinique.
New product Specification:
There are five active cartridges for the specific treatment of the skin concern
Orange variant is for the fatigue treatment.
Blue variant is for the uneven texture of the skin as well as to treat the large pores
Purple variant is for the wrinkle as well as treatment of the lines on the face
Green variant is for the treatment of the irritation
White variant is specially designed for the uneven skin tone.
All of these products are paraben free as well as fragrance free to avoid the irritation within the
sensitive skin. These products are non comedogenic as well.
Social media platform for the promotion of the new product launch
Social media is the place where it is possible to listen, connect as well as getting engaged with
the people is possible. For the launch of new product it is the best way to advertise as well as
new product via creating Hashtags, sneak peek, giveaways well as team up with the influencers
are the best way to get over social media platform. On the media account, YouTube have most of

the coverage over population so advertising on the YouTube platform is the best way to promote
the launch of new product designed by Clinique brand.
Strategy for the launch of campaign
For the new product campaign, promotion of the product should take place for the effective way
to launch new product (Figueiredo, 2018). A pre launch give-away is the best strategy anyone
can use for the promotion of the product within the market. Clinique can conduct survey on it's
own website about the main problem women faces. Advertising will be done mostly on you tube
and the best answer will get the give-away. This way the brand can promote their product as well
as can aware the group of women about the new product launch as well. These methods also
increase the brand value of company within the market.
Recommendation:
 Clinique should adopt more ways to get the attention of customers, for the new product
launch more than one social platform should be used.
 Clinique should do more advertising by help of social fashion influencers as they already
have lots of followers so that it became easy to target women.
 The company can organize a pre-launch giveaways and contests. It will provide the
customers a feeling of excitement and expectation.
 The company can also use re-marketing tactics such as re marketing ads which will keep
the users engaged with the campaign.
 As the company is promoting the new product on TikTok, it can organize events and
send free samples to Tik-Tok influencers.
 The company can also provide the 24/7 customer helpline systems to provide better
customer experiences.
 It can also use the strategy of building suspense as drawing out mystery can create longer
buzz and drive the customers into frenzy with secrecy.
 The company is recommended to take pre orders which will enable the company to sell
more products even before launch date.
 The company is also recommended to send updates to its existing customer base in order
to get the people talking about it.

 The company is also recommended to organize a pre-launch event to increase the reach
of its products.

References:
Figueiredo, S. L. D. C., 2018., Content marketing and beauty and cosmetic brands'
strategy (Doctoral dissertation).
Alaraudanjoki, K., 2019., Utilizing Sustainability in Instagram Marketing of Cosmetics: Case L´
OCCITANE en Provence, Clinique and Garnier.
Luna, J. and Ross, T., 2021., 'Clean beauty'branding: A bricolage of bodily and spiritual health,
ancient wisdom and ethical virtue. Art Monthly Australasia, (327), pp.58-61.

REFERENCES
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Online
Key Facts, 2021. [Online]. Available at <https://corporate.marksandspencer.com/investors/key-
facts>.