Clinique is putting the digital spotlight on one of the brightest areas in the beauty market. The brand just debuted its first pop-up last week dedicated to its new skincare product, Clinique iD. After facing a few bumps from store closings in the retailpocalypse, a fresh start in a popping market might be just what the digital doctor ordered for Clinique.
To project Clinique iD in its best light, Clinique’s pop-up will have participants take a skin quiz when they walk in. The results will match them with their ideal moisturizer upon which they will have the chance to immerse themselves in a virtual reality experience based on a global influencer skincare campaign. Skincare is the focus not only of the quiz, but of the store itself. In fact, the only product available for sale in the store is the Clinique iD itself. Though this might seem limiting to some, presenting fewer options to customers could be more effective than having a multitude of options, as some brands are finding out.
So why the intense focus on skincare? The prestige skincare market is expected to drive a significant portion of overall industry growth over the next five years, with sales increasing 9% in 2018 since 2017. From a dollar volume perspective, facial moisturizers and aging products represent the largest share of sales, according to Gartner L2’s Digital IQ Index: Beauty. Brands prioritizing education and skincare will benefit the most. In this way, having customers learn about themselves through quizzes and presenting them with a wide variety of skincare products under one umbrella title, Clinique iD is a smart move. For brands trying to break out of a retail rut or searching for a new way to shine, skincare via a digital route could be a way out.