Standing out in the beauty brands’ jungle, Clinique might be a kind-hearted skin doctor.

Beauty is an industry with fierce competition with all kinds of brands. An impressing brand image plays a vital role in the marketing of beauty brand. The Clinique has a seat in the beauty jungle. Clinique Dramatically Different Moisturizing Lotion and 3-step skincare have good reputation. UX design is closely related to the brand image shaping of customers.

At the time when Clinique was first created, the general attitude towards skin care was mainly down to lucky genes. But Dr. Norman marked the beginning of a new era of skin care, punctuated by ideas like: Products can improve your skin! You are not stuck with the skin you were born with! The 3-Step Skin Care System was the first ever dermatologist-created, allergy-tested, 100% fragrance-free collection of beauty products ever marketed. This the brand story of Clinique with the notion of giving beauty and healthy skin to women.


After trying the website of Clinique, I really found the UX design really fits the brand story. I also know more about the product when browsing its website. I can hardly find drawbacks of the website.

First, the overall style of the picture and interface of the front page is fresh and clean.  It is pleasure to look at all kinds photos.  I can see pop-up menu by sliding the mouse on different categories. Second, I can see the slogan of Clinique “allergy-tested, 100% fragrance-free” below the logo. And it shows clear and specific categories like 3-Step, skin care and makeup. I can also find the local store with a click of the “store” button which is easy to be noticed. The photo of products also stressed different skin color and respect diversity.


Moreover, at the bottom of the page, I can chat with experts of Clinique for advice or make a phone call to consultants. Social sharing icons are also easy to find and click on. In a certain product page, I can see how to use it and videos showing the product. Reviews of from other customers are also nice reference.

I didn’t know much about Clinique indeed. But I really wanted to try the 3-Step after seeing the website. And the website also has clear link to its Instagram and Facebook page. It linked closely with social media.

But when I used the app of Clinique, I do not know what it was used for. The interface is fresh-looking and I can find a local store with it. But I could not buy products in the app. You can go different levels after clicking the “gift”icons, but I do not know what does the level used for. The app made me confused. Maybe this brand did not put enough effort into its own app.

In a word, Clinique has an aesthetic official website which is very user-centralized. I can learn and buy products easily when seeing the website. But it need to enhance the performance of the app. Mobile device is very important in grasping the attention of the customers. I can feel a kind and professional doctor are standing behind the brand. The brand image made sense to me.