How to change a market
When Clinique started in China, most brands in the crowded beauty sector catered to young women, emphasizing on pink and similarly pretty hues. Rather than changing its brand, we encouraged Clinique to engage the Chinese gift-giving culture that is based on reciprocal gifts. So we were hired for an 18-month long campaign in 60 cities for shows and performance in which anyone who spend above a certain amount would get a gift. We even opted out of our preferred suite and engaged in the client's color. The result: A market share of more than 15 %!