Good marketing idea and great way to communicate with their consumers.
Something for the weekend… Clinique, the UK’s number one premium beauty brand*, will be launching a social media activated art installation – The Orb – in the heart of London’s vibrant Covent Garden.
Standing at eight metres above the ground, this four metre round glowing sphere will glow brighter with social media mentions of #CliniqueGlow.At a time when the clocks have just gone back, and the days become shorter, Clinique endeavours to brighten up the centre of London. A physical representation of the healthy glow Clinique is so renowned for, Covent Garden will shine bright.
The installation coincides with the recent launch of Clinique’s first UK pop-up store in Covent Garden – the “great skin lab” which opened on Friday 24th October. With over 700 square foot of retail space, customers can experience first-hand a day in the life of their skin. They can travel through an interactive and experiential journey that stimulates the senses through state of the art digital experience pods, get personalised skin consultations with expert Consultants and will receive a complimentary sample of their custom-fit moisturiser. The Clinique great skin lab will show customers how to #StartBetter with their skin care.
Every hour The Orb is glowing, participants will have the chance to win Clinique’s latest skin care innovation – Clinique Sonic System Purifying Cleansing Brush (RRP £79).
“This is an extremely exciting time for Clinique, which sees us entering a new wave of digital innovation and customer experience”, says Janet Saunders, Vice President General Manager for Clinique, UK/Eire. “The Orb is Clinique UK’s first social media activated concept, and we look forward to interacting with consumers in such a standout visual way”.
The Orb installation: Friday 31st October – Saturday 1st November 2014.
Active hours: Friday 10am-9pm, Saturday 8am-8pm