ABOUT

Clinique was about to launch their first concept store specially designed and adapted to the Brazilian woman. As a response to the world brand guideline, the whole concept around the launch expectation was based on the three well known steps by which the brand is already recognized.

The simply inversion of these numbered steps became a countdown for the opening and also a divided action plan regarding different contact points with the public. These direct mail pieces were designed to the VIP public and opinion leaders, each of them impacting the public in a different way before the opening.

The first piece creates suspense on the Clinique launch by telling the user he was closer to a Clinique's news. The piece is a mirror box with a elegant zoom mirror reinforcing the message "You are one step closer to a Clinique's news"

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