In 1968, Estee Lauder’s daughter-in-law offered him an idea: create the first dermatologist-driven line of cosmetics. Enter Clinique; a half-century later, the brand remains a hallmark of health and beauty. Younger audiences, however, aren’t as versed in the brand’s health-focused legacy. The company set out to create a campaign that would build brand recognition amongst this group. As part of Clinique’s The Difference Initiative, we developed “Difference Makers,” a campaign sharing stories of influential women and their activism. A series of short films, the campaign features figures like Golden Globe-winning actress Gina Rodriguez speaking on her work to open access to education and Olympic Gold Medalist Victoria Pendleton’s advocacy for women’s representation in athletics. Each film is an intimate look at what inspires these women to fight for their cause.

“Difference Makers” garnered millions of views on Youtube. The films played in cosmetic sections of major retailers, and the campaign was used as a backdrop for Clinique events and public appearances The women interviewed continue to use the campaign to share their stories. The campaign effectively helped Clinique connect with younger audiences who value social justice issues.