The company is running the initiative within Vanity Fair’s mobile site. Mobile advertising is a great way for the company to educate consumers about its products and, ultimately purchase it.

“The Clinique mobile ad campaign is well executed- it includes an attractive product shot as well as an invitation to ‘learn more’ rather than the harder sell of ‘shop now,'” said Simon Buckingham, CEO of Appitalism.

“People like new products so it makes sense to highlight that in bold in the ad to stimulate interest and responses,” he said.

“I was surprised to see a typo in the product description on the mobile site with ‘salowness’ rather than ‘sallowness’ but this is probably a repurposing from the main Clinique Web site.”

Mr. Buckingham is not affiliated with Clinique. He commented based on his expertise on the subject.

Clinique did not respond to press inquiries.

Mobile shopping
The Clinique mobile ad creative reads, “New Moisture Surge CC Cream SPF 30. Learn More.”

When consumers tap on the ad, they are redirected to the company’s mobile site where they can learn more about the product and find out how much it costs.

Moreover, consumers can find their natural shade, browse consumer reviews and even write their own review of the product.

Additionally, if consumers have any questions, they are encouraged to text the keyword CHAT to the short code TXTCLQ.

From there, they are able to further connect with the brand.

Consumers can also “Like” Clinique’s Facebook page to build a relationship on a social level.

Past efforts
Clinique is no stranger when it comes to mobile.

Last year, the company used mobile calls-to-action to bring its static print ads to life and encouraged users to either shop via their handsets or visit the nearest store (see story).

Most recently, Clinique let consumers shop beauty products and offered them free shipping for checking out via mobile (see story).

“Overall Clinique did a good job promoting their new product with this mobile ad campaign,” Mr. Buckingham said.

Final Take
Rimma Kats is associate editor on Mobile Commerce Daily, New York