Clinique was about to launch its first concept store specially designed and adapted to the Brazilian woman. In response to the world brand guideline, the concept around the launch expectation was based on the three well-known steps by which the brand is already recognized.
The simple inversion of these numbered steps became a countdown for the opening and a divided action plan regarding different contact points with the public. These direct mail pieces were designed for the VIP public and opinion leaders, each impacting the public differently before the opening.
The first piece creates suspense on the Clinique launch by telling the public they were closer to a Clinique's news. The piece is a mirrored box with an elegant zoom mirror reinforcing the message "You are one step closer to a Clinique's news."
The second piece unveils the new store.
The user is invited to clean the white box with
a wet cotton pad to read the message.
As a gift, the box contains a set of three-step miniature products.
The third and final piece invites the VIP public to the event launch.
Website: purposed launching countdown.
