17. Advertising and Public Relations

Clinique's advertising strategy consists of targeted advertising and personal selling. 90% of Clinique's budget for advertising is used for magazine and newspaper advertisements. These ads are found in magazines, like Elle, Cosmopolitan, that are read by their target market, women that care about quality and health. Their ads are connected with the image they want to create. Close-ups of their products are presented on a white background and it that way emphasizes the product and it's design. The design and packaging hasn't changed in a long time, but now Clinique is starting to redesign the packaging. The goal of their advertising is to create an image of cleanliness, technology and quality. They also want to achieve an image of a sophisticated brand that health awared women use.

Personal selling is an important element of Clinique's advertising strategy. Clinique's salespeople wearing lab coats help customers find a product that suits their skin type best. The salespeople have to thoroughly understand Clinique's products and have good communication skills in order to successfully sell their products.

Until recently Clinique has targeted women from ages 25 and above, but now has recognized a new potentially profitable segment- teenage girls. Ofcourse, reaching teenage girls requires a different advertising strategy which Clinique is successfully implementing by putting ads in teen magazines and advertising on MTV.