Its 3-Step System of
cleansing, exfoliating, and moisturizing is the basis of Clinique skin care. All
Clinique products are allergy tested, 100% fragrance free, and created under the
guidance of leading dermatologists. Clinique was the first to offer one-on-one
consultations for clients and consultant training. Clinique was the first brand
to discuss the need for daily sun protection. In 1973, Clinique became the first
cosmetics brand to exhibit at the American Academy of Dermatology Convention.
Clinique was one of the first prestige cosmetics brands to launch a website in
1996 and also the first to offer fully interactive shopping online in 1998.
CREATIVE WORK PLAN KEY OPPORTUNITY: The research obtained for Clinique 3-Step
System was acquired through primary and secondary sources. The primary sources
consisted of interviews with a Clinique Consultant and Business Manager.
Secondary sources of research were obtained from consultant workbooks, pamphlets
published for consumers, and the Clinique website. The opportunity we discovered
through our research is to achieve great looks you must have great skin.
Clinique products are designed to address individual skin types and needs.
TARGET MARKET: Demographics- Gender : Female Age : 13-45 yrs.old Marital
Status/Household Size: NA Income : Any Educational Level : NA Occupation : NA
Psychographics- Lifestyle : Interest : Concerns: ADVERTISING OBJECTIVE: The
specific objective with regards to our ad is for the target market to believe
the basis for any great look starts with great skin. Clinique 3-Step System is
the answer to achieving it. STRATEGY FOR ACCOMPLISHING OBJECTIVE: To accomplish
the advertising objective of great looks and great skin can be achieved with
using Clinique 3-Step System, we will create a magazine ad that will be simple
yet informative for our target market. The ad will be featured in a variety of
magazines directed towards the target market. The magazines are Teen, Seventeen,
Cosmopolitan, Mademoiselle, and Ladies Home Journal. CONSUMER RESPONSE
STATEMENT: “ To have a great look and great skin, I need to use Clinique 3-Step.
Clinique has a system that is specific to my skin needs.”
Words: 694
