Post by The Estée Lauder Companies Inc.

From Shoptalk to SXSW, Clinique took the stage to share how it continues to lead in the beauty space. Christie Sclater, the brand’s SVP Global Marketing, talked about evolving with purpose, building trust, and connecting with today’s consumer.    Grounded in over 55 years of dermatologist guided expertise, Clinique continues to evolve for a new generation while staying true to its founding promise that great skin can be created: “Honor the founding vision, evolve how it is expressed.”    Doing this requires a foundation of trust and Christie’s perspective is clear: “Clarity + Consistency + Connection build Trust. Not in one campaign, one claim, one expert, or one launch. Trust is built in how clearly and consistently a brand shows up over time across product, content, community, and experience. It’s built through a network of validators—experts, creators, consumers—and most importantly through authentic human connection.”    On innovation, Christie challenged the idea of new: “New isn’t just what you launch—it’s what people notice.” It is all about making sure to reach the right consumers with the right messaging at the right time.     And in a fast-moving digital world, Clinique is focused on authentic and relevant storytelling that drive deeper connection and credibility. Her takeaway on modern marketing capabilities: “Always-on’ isn’t a content strategy—it’s an organizational capability.” One that enables brands to stay responsive to culture while remaining grounded in rigor—just like Clinique.