The Orb, which stands eight metres above the ground, is a four metre-round glowing sphere, which the brand has said will aim to brighten up the centre of London as a physical representation of the healthy glow Clinique's products are renowned for creating. The activation has been conceptualised by agency Portas and will run from Friday 31 October until Saturday 1 November.
The installation will glow brighter as the number of social media posts featuring the hashtag #CliniqueGlow increases. Every hour The Orb is glowing, participants will also have the chance to win a Clinique Sonic System Purifying Cleansing Brush.
Janet Saunders, vice president general manager for Clinique, UK and Eire, 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."
Caireen Wackett, managing director at Portas, added: "Clinique is a brand known for its innovation and the launch of its latest Sonic Purifying Cleansing Brush is no exception. Therefore, we needed a creative idea which would live up to this.
"The Orb was created not only to as a visual spectacle and to communicate the benefits of using the brush but also as a means for Clinique to interact with consumers in an entirely unique and engaging way."
The installation coincides with the recent launch of Clinique’s first UK pop-up store in Covent Garden, called the Great Skin Lab, which opened last Friday (24 October).
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