Clinique: VM & SD Sizzle ReelThe Clinique Lab

Client

CliniqueVisual merchandising and store design

Subject

The Clinique LabA retail concept

Format

Sizzle reel1:22

Doors

18+ in ChinaOpened from December 2020

Next

Paris and travel retailThe first EMEA flagship, November 2021

When

February 2022Looking ahead to Macy's, Ulta and Hainan

Clinique•Sizzle reel•1:22•2022

The Clinique Lab turned the brand’s laboratory roots into a store you can walk into. This reel follows it from China to Paris and beyond.

VM & SD stands for visual merchandising and store design: the Clinique team that decides what a counter looks like, how the light falls on a bottle and where you sit when someone talks you through your skin. Their big idea was the Clinique Lab, the brand’s laboratory heritage turned into a place you can visit. We made the reel that shows it off.

There is no voiceover and no talking heads. The film works like a lookbook in motion: photography of finished spaces, cut to the beat, with short lines of type that tell you what you are looking at and why it matters.

Brought to life in retail

It opens inside the Lab itself. Mint green and white, glass shelves, round mirrors on chrome arms and the Clinique C standing tall as a piece of architecture. Lit portrait screens sit beside the product, and a Skin School corner is there for consultations. We held these shots a beat longer than a sizzle usually would, because the details are the point.

From one door to many

Then the concept travels. More than 18 doors in China, the first Lab concept flagship in Europe, the Middle East and Africa opening in Paris in November 2021, and a new look for travel retail, where Clinique meets people between flights. Every location is a different footprint, so we cut it to show the system: the same mint glow, the same mirrors, the same C, adapted to every space.

Even the smallest shelf

Not every Clinique lives in a flagship. The reel spends time on compact shelves inside multi-brand stores, with the neighboring displays dropped to black and white so Clinique’s color does the talking. The line on screen says it best: efficacy and optimism, even in the smallest retail environments.

“The journey is
just beginning.”

What came next

The reel ends by looking forward, with renders of spaces then on the way: Macy’s Herald Square, a Clinique bay at Ulta and a new space at CDFG Haitang Bay in Hainan.

For more of our Clinique reels, see the Innovation Sizzle Reel and the Love Sizzle Reel.

ServicesEditing·Motion Graphics·Branded Content