It's Not You, It's Me.

Strategy & Design
Project Overview
A confidence-boosting social media campaign for beauty brand Clinique.
Special Thanks
Michael Stanley for photography
The Ask: Address Clinique's diverse audience gained from viral products on social media.

The Insight:
Clinique is not perceived as "cool" by younger audiences.

The Solution:
Develop a social media campaign positioning Clinique as the go-to beauty brand for Gen Z women by showcasing a confident attitude, clean products and natural makeup.

Key Deliverables:
Project Deck & Social Media Clips
The Short Version

My Hunch

Being obsessed with makeup for as long as I can remember, I could talk for hours about most cosmetic brands. After the almost lipstick by Clinique in the shade Black Honey went viral over the summer of 2021, I was super excited to hear all the buzz about the brand I used to steal from my grandma. To my surprise, the only thing I did hear on social media was about that one lipstick; nothing else!

My hunch was simple; young people don't know that much about Clinique.

The Research

In order to fully understand where Clinique stands within the cosmetics industry, I conducted research using Mintel (a market research database) and dove into Estee Lauder industry reports. What I found didn't surprise me; Clinique is one of Estee Lauder's best-performing brands and is loved across the world. However, observational research and social media analysis proved my hunch; Clinique was being out-performed by competitors within social media channels such as TikTok and Instagram.


Position Clinique as the go-to beauty brand for Gen Z women by showcasing a confident attitude, clean products and natural makeup via a social media campaign.

About the Campaign

It’s not you, it’s me is playing on the saying “it’s not you, it’s me”, a bad boy cliché some know way too well. It is a recognizable statement, one that gives power and confidence to an individual. It’s not you that looks amazing in this lipstick, it’s me. It’s not you that feels amazing in her skin, it’s me.

The campaign uses Instagram and TikTok to connect with its intended audience, and prompts them to engage with Clinique’s social media.

Behind the Design

These are the two main fonts for it’s not you, it’s me. Futura is a simple, modern, approachable font, whereas Misto is trendy and eye-catching.

To showcase variety and appreciation of individuality, other fonts are to be used in limited-edition packaging for the press kit (as seen below) and visual content.

Bold, intense, fun, and summery colors reflect the uniqueness and confidence of Clinique’s customers.

Social Layout & Banner Ads

Press Kit

Project Takeaways

This project allowed me to develop and refine my skills not only as a brand strategist, but as a designer through self-directed research, conceptualization and development of the campaign. Clinique has been a brand I've admired for a long time, and getting to add my personal take on a campaign for the brand was a full-circle moment for me.