I collaborated with Journee, an award-winning enterprise platform, to craft a comprehensive content strategy for Clinique’s first, fully immersive Web3 experience, The Clinique Lab, inviting customers to connect with the brand in an innovative way.
A FIRST-OF-ITS-KIND EXPERIENCE
The Clinique Lab allowed users to create a custom avatar and explore the brand’s story and products through interactive experiences, including gamification, product storytelling, direct engagement with Clinique Consultants, and immersive shopping.
The Clinique Lab celebrated one of the brand’s best-selling products, Moisture Surge™ 100H Auto-Replenishing Hydrator, as a special touchpoint within the brand’s wider “Protect Your Glow” campaign.
Clinique was the first company to integrate virtual shopping into an immersive virtual environment, enhancing e-commerce with game-like experiences.
BRAND STORYTELLING
Clinique’s goal was to reintroduce customers to its history, achievements, and star products through engaging copy that provided context for the Lab’s rich visuals. I crafted copy for each of the information cards that guided users throughout the experience, encompassing both UI and narrative-driven copy.
CREATION PROCESS
Journee’s video recap video showcasing how the project achieved Clinique’s brief to change how it visualizes science in a warm and inviting way.
LANDING PAGE
Desktop version of the content I curated and wrote to promote the experience on Clinique’s homepage and at clinique.com/the-clinique-lab
SOCIAL AMPLIFICATION
Bringing the campaign to life through social-specific cuts of the campaign teaser and campaign launch videos.
Phillip B. Crook 
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