Clinique is set to encourage women to look towards the future and to achieve their aspirations under a digital initiative #FaceForward targeted at millennials.
Launching on 1 July with influencers including writer Tavi Gevinson, entrepreneur Hannah Bronfman and fashion blogger Margaret Zhang, the campaign is designed to celebrate the spirit of individualism.
Running across print, digital and social channels, the campaign leads with three videos featuring the spiritual journeys of the three influencers and their careers. Online users are encouraged to use the #themselves hashtag on Twitter and answer the question: "If you could give your future self any advice, what would it be?.”
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"Research has shown that millennials are a self-centered generation and it's evident in the way they use social media. They like to share their life through selfies and to self-promote with hashtags," Vivien Lau, brand general manager at Clinique Hong Kong, said.
"Although this kind of attitude has been widely criticised, there are many examples of local millennials who believe in themselves and have courage to pursue their dreams and become successful entrepreneurs.
"This is what our campaign is paying tribute to."
More local influencers will be involved in the campaign to share their stories. Nominations will be open on social media for local influencers with an aim to enhance consumer participation in the campaign.
Client: Clinique Hong Kong
Creative agency: In-house creative team
Media agency: OMD Hong Kong