Moburst

Clinique launches connected packaging experience as part of ‘More Than You Think’ campaign

David Murphy

Clinique’s latest Moisture Surge 100H ‘More Than You Think’ campaign has married its brand identity with a fresh take on connected packaging and technology, integrating Near Field Communication (NFC) technology into the product experience.

The global skincare brand has partnered with connected experience firm SharpEnd to  design a digitally-enabled recyclable glass jar, inviting consumers to tap the NFC base label to access exclusive content and services.

Clinique’s Moisture Surge 100H connected jars, each now with their own unique digital identity, are being rolled out across 35 markets worldwide, Boots being the exclusive UK retailer.   

The NFC interaction unlocks innovative services such as Clinique’s Daily Dehydrator Index, providing users with a personalised skincare guide, specific to their location. Once a consumer completes their Daily Dehydrator Quiz, which includes questions on various environmental and lifestyle factors, they receive individualised results, with a guide to Clinique’s expert advice on keeping their skin glowing and hydrated.

The digital experience also offers access to Clinique’s virtual skin analysis tool, Clinical Reality, which plots over 80 data points on a user’s face from a single scan to provide bespoke skincare and makeup recommendations. The journey doesn’t stop with skin analysis and recommendations: consumers can take and share their personalised selfie featuring a filter with the ‘More Than You Think’ tagline.

SharpEnd is providing ongoing support to the program with its studio, platform, and technology capabilities. Its proprietary io.tt platform tracks global engagement and usage, pairing it with sales data to paint a meaningful picture of the consumer behaviour and insights.

“Adding NFC technology to beauty and skincare packaging is a major undertaking for a sector built on brand-building traditions that often date back over 50 years,” said Clinique’s Executive Director of Global Retail Experience, Erin Burke. “We’re exceptionally proud and excited therefore to be at the forefront of this packaging innovation. It not only provides added customer value, but also vital data to pinpoint where the product is being used and how people emotionally engage with our mobile content.”