Clinique – Moisture Surge

For the Moisture Surge, Clinique needed to make the "Plump and healthy skin" promise something shoppers in the skin care category could see for themselves, not just read on a label. In the few seconds a shopper spends at shelf or in a consultation, copy and ingredient lists rarely land, especially when rival products advertise hydration, repair claims.

The brief for the Moisture Surge was to turn that abstract message into a tangible, repeatable proof point that retail staff, pharmacists or beauty advisors could run on demand, without lab equipment or specialist training, while staying on brand for Clinique.

To re-launch their Moisture Surge replenishing hydration range, Clinique sought an innovative way to connect with consumers at points of sale and in travel retail settings. Their mission was to demonstrate how everyday stress, especially during travel, depletes skin moisture and...

USP Demo Solutions built the Moisture Surge for Clinique around the Hydration Test - Face method, reducing the Plump and healthy skin story to a single visible reaction the consumer can trigger themselves. That gives the conversation a clear before/after moment in the skin care aisle instead of a one-way pitch.

From the same physical interaction with the Moisture Surge, the demo substantiates claim areas such as hydration, repair, so a single asset can carry several conversations across the Clinique range.

The result for Clinique is a moisturized skin, delivered through the Moisture Surge as something the consumer experiences first-hand rather than has to take on trust.

By turning Clinique's "Plump and healthy skin" message into a hands-on Hydration Test - Face moment, the Moisture Surge becomes a credible, science-backed conversation starter the shopper can repeat for a friend.

In the field, Clinique runs the Moisture Surge primarily for retail activation, delivered in diagnostic tool so the same Hydration Test - Face proof point travels from a pharmacist's counter to a beauty advisor's tablet without losing its logic.