Clinique's Dramatically Different Moisturising Lotion+ Launch: A Fusion of Dance and Circus Spectacle
To celebrate the launch of Dramatically Different Moisturising Lotion+ (DDML+), Clinique sought an innovative and immersive experience that would capture the essence of the product in a truly unforgettable way. To achieve this, Accelerate Productions commissioned internationally acclaimed creative director Kwame Knight on behalf of AmbientWW to design, choreograph, and execute a groundbreaking fusion dance and circus-style performance that would captivate audiences across the United Kingdom.
A Vision Like No Other
With over 20 years of experience in live entertainment, Kwame Knight was asked with creating a bespoke performance that had never been seen before. The goal was to seamlessly integrate the key qualities of Clinique's DDML+—hydration, smoothness, and transformation—into a live performance. The challenge was not just to entertain but also to embody the essence of the product through movement, artistry, and spectacle.
Blending Dance, Acrobatics, and Circus Arts
To bring this ambitious vision to life, Knight curated an extraordinary ensemble of performers, drawing from multiple disciplines to craft a visually stunning and emotionally engaging piece. The performance featured:
- Street dancers bring fluidity and modern energy to represent the adaptability of the product.
- Contortionists symbolising flexibility and the transformative power of DDML+.
- Breakdancers deliver high-energy, dynamic movements to showcase resilience and strength.
- Acrobats performing gravity-defying stunts, mirroring the weightless hydration of the lotion.
- Circus performers add a sense of wonder, drawing the audience into a mesmerising experience.
A Nationwide Sensation
The Clinique DDML+ launch performance was not just a one-time event—it became a touring spectacle, traveling across multiple locations in the United Kingdom to introduce audiences to the product in an artistic and memorable way.
Each performance was tailored to engage the audience and create a deep connection between the brand and its consumers.
A Perfect Marriage of Art and Branding
Knight's choreography was meticulously designed to reflect the product's key benefits. The smooth, fluid transitions between dance and acrobatics mirrored the lightweight hydration and silky texture of the moisturiser. The synchronised movements and innovative formations symbolised the scientific precision behind Clinique's skincare technology. Every aspect of the performance worked in harmony to reinforce the brand's message.
A New Standard for Product Launches
Clinique's launch event, by combining high-energy entertainment with brand storytelling, set a new precedent for immersive marketing experiences. The collaboration between Accelerate Productions, Kwame Knight, and AmbientWW resulted in a groundbreaking showcase that entertained and embodied the essence of Dramatically Different Moisturising Lotion+.
This project demonstrated the power of live performance as a marketing tool, proving that the result is nothing short of spectacular when creativity meets branding.
The Clinique DDML+ tour left a lasting impression on audiences across the UK, reinforcing the product's message in a dramatic and different way — just as the name suggests.
