Clinique to install 'social media art' in central London

Beauty brand Clinique is set to unveil an innovative marketing campaign in central London between 31 October and 1 November, as it looks to promote its inaugural pop-up shop.

A "social-media-activated" art installation, called The Orb, will be placed in the heart of London's busy Covent Garden area, and will light up based on the number of mentions the brand receives on social media platforms.

Standing at eight metres above the ground, this four-metre round glowing sphere will brighten with social media mentions of #CliniqueGlow. It comes after the brand opened its Covent Garden 'great skin lab' pop-up last Friday, providing 700 sq ft of retail space where shoppers can receive custom skin assessments.

Consumers engaging in the social campaign will have the chance to win Clinique's latest skin care product - a purifying cleansing brush.

Janet Saunders, vice president, general manager for Clinique UK & Ireland, said: "This is an extremely exciting time for Clinique, which sees us entering a new wave of digital innovation and customer experience.

"The Orb is Clinique UK's first social media activated concept, and we look forward to interacting with consumers in such a standout visual way."

Clinique's Orb installation will function between 10am and 9pm on Friday, and between 8am and 8pm on Saturday.