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.




The first Broadway Show of a foreigner. Why “Wicked”?

Yesterday I went to watch a fantastic Broadway Show “Wicked”. This is the first time that I watched a show of Broadway. I was shocked of the sound effect of the actors’ real-time singing. The born green girl with unusual power and kindness really inspired me a lot. The dance and funny conversations were also impressive to me. I really didn’t expect such a good experience because I had no experience of watching shows of Broadway. The reason why I went to watch this show is because their good tactics of marketing.


After I came to New York City last year, my roommate has mentioned several times that she wanted to see the show “Wicked”. This is the first time I heart its name. I guess it should be called the power of “world-of-mouth”. Broadway reached me for the first time by my friend.


During last semester, I always saw posters of “Wicked” in the subway and billboards on different buildings. I noticed that because I have heart of it from my friend. After several times, an invisible voice in my brain begins to tell me, it might be a good show.

As we know, New York is famous for Broadway shows’ history. But there are too many shows to choose from. In reality, “Wicked” is not the most famous one. But I chose to go to watch it as the first Broadway show, the digital marketing efforts of the marketing team of “Wicked” should be praised for having done a good job.

After I saw this show and had a enjoyable evening, I really get more interests in other shows of Broadway. Then I noticed Broadway has its own App in which I can see all kinds of fantastic shows in New York and watch more shows in the future.


Personally speaking, I am not familiar with Facebook and Twitter, I have few friends on these American based social media. But WeChat (Chinese Facebook) is similar which really has indivisible power of marketing among Chinese people.

I noticed that email marketing is common in the U.S, but I really do not want to see so many ads in my mailbox that I even missed important emails of class in the past. Many companies sent promoting emails too frequently so I have to unsubscribe all of them. I am tired of receiving these emails. Maybe controlling content and frequency of email marketing is very important.


But maybe the best way to make marketing a persuading one is always producing the best product or service. Customers really know which one to choose in the long term. My experience of “Wicked” is a good example. Broadway really did a good job of giving the best shows.