Clinique is stepping away from the aging approach and sees hope in a fresh start. Its #StartBetter digital and social-media branding campaign makes no references to hope in Clinique products but, through the hope embodied in a fresh start. Stepping away from the product as the focal point, the brand decided to connect directly with their consumer, “the consumer is supposed to see herself as the face of the brand” said Clinique Senior VP- Global Marketing Agnes Landau. Clinique’s #StartBetter campaign links the brand to personal empowerment elevating the brand to a contemporary platform and fostering a high engagement level. The #StartBetter video campaign, something of a mini motivational speech, generated millions views on YouTube and Facebook in two months and generated positive engagement among social media. To learn more about Clinique’s fresh start, click here.