Premium skincare brand Clinique is known for its anti-aging product range, and its 'Am I Getting Old' campaign promotes it in an honest and humor-filled way. The commercial is a collaborative effort with YouTube channel What's Up Moms, and stars a Millennial mom who finds herself noticing more fine lines and wrinkles as she cares for three young kids.
While she doesn't regret the events that made her age -- giving birth to her kids, and the many sleepless nights she spent raising them -- she seeks a solution and finds one after visiting her local department store's Clinique counter. The solution at hand is the brand's "Fresh Pressed" Vitamin C serum. The serum instantly brightens skin and smooths fine lines to appear less defined.
Clinique's Am I Getting Old add targets Millennial moms in a humorous and honest way. The transparent campaign is relatable and authentic, appealing to hardworking moms who are proud to be parents, while still aiming to take care of themselves in the process.
Key Themes Behind This Trend
- Humorous Anti-aging Campaigns
- Skincare brands can create campaigns that acknowledge and embrace the aging process through humor to appeal to Millennial moms.
- Collaborative Marketing Efforts
- Partnering with influencers or other brands through collaborations can broaden a skincare company's reach and appeal to audiences who may not have considered their products otherwise.
- Instant Gratification Anti-aging Products
- Skincare brands can focus on innovative products that provide instant gratification for younger consumers who may not be as concerned about long-term anti-aging benefits.
Where This Applies
- Skincare
- Skincare companies can leverage humor, collaborations, and instant gratification products to appeal to a growing market of Millennial moms.
- Marketing
- Companies can explore partnerships and collaborative marketing efforts to reach new audiences and differentiate their brand.
- Parenting
- Parenting-focused brands can collaborate with skincare companies on campaigns that address common concerns of hardworking parents.
