CLINIQUE · GLOBAL CONSUMER ENGAGEMENT STRATEGY
How do you reintroduce a brand consumers can no longer describe?
A global beauty brand asked for a content strategy. What it needed first was a reason to be believed.
THE PROBLEM
A brand with real clinical authority that consumers could no longer describe.
THE MOVE
The 4Cs — Clinique, category, consumer, culture — turned into one framework 100+ markets could brief against.
THE RECEIPT
The client wrote a job for the consultant, and the consultant took the seat.
ROLE
Strategy consultant through Mildred Mae → Full-time Executive Director, Global Consumer Engagement
REMIT
Consulting: July–November 2023; Full-time beginning December 2023
DIRECT CONTRIBUTION
Led the cross-functional strategy rebuild · Designed and led discovery · Wrote the global framework, consumer journey, and final content strategy
WHAT THE FULL CASE ADDS
The 4Cs the discovery ran through (Clinique, category, consumer, culture) and the conclusion each one produced, the line that emerged where all four overlapped, the framework 100+ markets briefed against, and the consumer journey that replaced the awareness funnel — including the governance layer underneath it, which is the half nobody puts in a case study.
Client work isn’t public by default. The full case is shared on request, as a professional courtesy. No names, budgets, or vendor details appear in any version of it.