Clinique

Transform Your Performance with AI

Conversion Performance

We helped Clinique optimize their omnichannel media strategy and lifecycle marketing to drive over $1.17M in revenue with a 3.64x blended ROAS — all while staying true to the brand’s dermatological roots.

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Overview

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Clinique, one of the world’s most trusted skincare and makeup brands, has pioneered dermatologist-guided solutions since 1968. Known for its rigorous safety standards, fragrance-free formulations, and science-backed innovation, Clinique needed to maximize efficiency across their performance media and lifecycle channels while protecting brand equity and premium positioning.

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The Challenge

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Maintain high revenue while improving profitability (EBITDA)

Cut spend from low-performing channels (like Amazon) without impacting topline

Increase retention and AOV using existing customer data

Integrate email, SMS, and influencer content into a unified funnel

Leverage emerging platforms like TikTok with low-risk, high-learning test budgets

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Approach

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1. Media Budget Restructuring for Performance Efficiency
We reallocated Clinique’s $330K monthly media budget using our Acquisition Performance methodology, with targeted increases in Google Ads (+231%) and refined cuts in Meta (-11%) and Amazon Ads (-34%) to prioritize high-intent and high-ROAS channels.

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2. Lifecycle Marketing with Email/SMS Profit Engines
Applying Customer Experience Performance, we activated high-margin Email and SMS automation, crafting bundles and personalized sequences via Shopify data. With minimal cost, these channels drove ~$60K monthly revenue at 9x ROAS.

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3. Social & Influencer Content Strategy
Under Content Performance, we created platform-specific ad variations across Meta, Google, TikTok, and email, aligning tone and visuals with Clinique’s safe-science brand positioning. We also initiated segmented influencer collaborations targeting:

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Skincare-focused creators (routine demos, ingredient breakdowns)
Makeup artists showcasing safe-for-eyes products
Lifestyle influencers focusing on real-user skin journeys

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4. Performance Forecast Modeling
We introduced a Non-Linear Budget Efficiency Model to identify diminishing returns at different spend levels — defining breakeven points and advising monthly budget shifts across Meta and Google, using aMER (acquisition marketing efficiency ratio) as the core metric.

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Services

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Acquisition Performance

Paid Ads (Meta, Google Ads, TikTok, Amazon)
Creative Ads (Platform-specific visuals and copy)
Brand Optimization (Channel mix and message consistency with Clinique’s scientific tone)

Conversion Performance

Conversion Rate Optimization (CRO) (Refined targeting and retargeting for skincare journeys)
Funnel Optimization (Segment-based Shopify landing flows and loyalty CTAs)
UX/UI Optimization (Clearer CTA hierarchy and frictionless bundle navigation)

Customer Experience Performance

CRM Optimization (Lifecycle flows across post-purchase education and cross-sell messaging)
Post-Purchase Engagement (Content-led follow-up sequences with skin routines)
Email Automation & Retargeting (Skin-concern-based product bundles via Klaviyo)

Transform Your Performance with AI

AI-Powered Customer Segmentation (Used historical Shopify + engagement data to cluster users by skin concern, spend level, and lifecycle stage. This enabled channel-specific lookalike creation and email sequencing.)
Predictive Analytics (Forecasted campaign efficiency and aMER across budget levels using a custom non-linear model to identify breakeven spend by month and channel.)

Content Performance

Social Content Strategy & Production (Skincare-focused content: application demos, dermatologist-approved messaging, native UGC)
Influencer Marketing Strategy (Skincare, lifestyle, and science-led creators aligned with Clinique’s brand voice)
Content Automation & AI Workflows (Smart distribution and sequencing across email, social, and retargeting based on user behavior and funnel depth)

Custom Services

Predictive Budget Modeling (Non-linear efficiency curves for Meta and Google based on aMER trends)
Performance Forecast Dashboard (Real-time campaign health view with scenario planning)

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