Challenge

CLINIQUE sought to raise awareness of its products during the Japanese “new life” season in spring—a key moment of lifestyle transition. However, the brand faced challenges in selecting and activating influencers who could authentically convey its global message and brand identity to the local audience.

Approach

Timed with Japan’s “new life” season in April, we cast seven influencers to produce video content focused on three core product features: “hydration,” “dermatology-based formulation,” and “pink gel texture”—all delivered within the first 3 seconds of each video.

Rather than pushing a one-way promotional message, each influencer naturally integrated the product into their own narrative by declaring the start of a “new skincare routine.” This storytelling approach made the content feel organic and personally relevant to their followers. Additionally, paid media was used to boost distribution and expand reach.

Results

While specific performance figures remain confidential, total views across social media videos exceeded 10 million. By aligning with the seasonal narrative of “spring = time to refresh your skincare,” the campaign successfully created natural touchpoints without compromising CLINIQUE’s brand identity. This approach is believed to have contributed to stronger engagement with new audiences.