#StartBetter is a new social initiative by Clinique that is all about embracing new, fresh, brave starts in life. A new day, a new job, a new year…even a new relationship – whatever you’re starting, Clinique wants to help you start it better. Fresher, healthier and more attractive, both inside and out. Because we believe in empowering women to be confident at any age. And that’s worth celebrating.

Clinique invited talented women whom we admire to creatively represent the #StartBetter manifesto in their own way, brining texture, nuance, dimension and emotion to its message.

We identified 3 rising stars in the creative industry, Melo B a musician, Amy Scheepers a photographer and Maria McCloy a talented fashion designer, and briefed each of them to create something new, or start a project they’ve always been wanting to start.

The response was incredible –MeloB created an entire new song using the Start Better Manifesto. Clinique then assisting in producing a brand new music video for the song shot in the heart of Johannesburg. Melo B’s Video received over 27 000 views and reached over 167 000 people on Facebook, and had over 45 000 views on YouTube.


Amy Scheepers created a floral installation in the middle of Cape Town city center, using her incredible design and photography skills to document how followers can inspire others to restart their lives, and to not stay complacent when they have the power to change their lives for a positive start. Amy Scheepers Start Better Content reached over 117 000 people, and had over 56 000 views on Facebook.

Maria McCloy developed an entire new product range of shoes, handbags and fashion accessories. The StartBetter campaign helped her launch a new path in her business. All the women took the etho’s of the StartBetter campaign and made it their own. Maria’s content on the Clinique Facebook Page had incredibly high level of engagement and interest from the Clinique fans, further illustrating how local content resonates so well with the Clinique consumers.

Once the products and projects had started, Clinique partnered with Women’s Health, using the content to inspire other women to also start better. The campaign received over 525 733 impressions and views across all the platforms.