From Reddit inspiration to a pink KL takeover: Clinique puts skincare fans at the heart of its Moisture Surge world

Clinique Education Manager Kresna Adhi Dharma (left) explains the brand’s Moisture Surge Active Glow Serum during the launch event at The Rabbit Hole in Kuala Lumpur.

By Malay Mail

First Published: Sunday, 13 Sep 2026 11:49 AM MYT

KUALA LUMPUR, Sept 13 — Clinique is taking the longstanding online love for its pink Moisture Surge moisturiser beyond the bathroom shelf — from Reddit conversations inspiring a new global campaign to an immersive pink takeover in Kuala Lumpur.

The beauty brand recently debuted its global “Feels Like Moisture Surge” campaign starring British actress Emilia Jones, with its creative concept inspired by real consumer comments sourced from Reddit about the Moisture Surge 100H Auto-Replenishing Hydrator.

Rather than simply focusing on what the moisturiser does, the campaign draws on how users describe the way the cult product makes their skin feel.

Clinique global brand president Michelle Freyre said the brand had seen an “outpouring” of consumers talking about Moisture Surge beyond its functional skincare benefits.

“With the ‘Feels Like Moisture Surge’ campaign, we are bringing consumer voices forward — in their own words — highlighting all the ways consumers describe Moisture Surge while staying deeply grounded in Clinique’s dermatologist-guided science,” Freyre said in a media release.

Jones, who is herself a Moisture Surge user, said her relationship with Clinique predates the campaign.

“I trust Clinique because I’ve grown up with it. I’m excited to be a part of the Clinique family and represent a brand whose products I genuinely love and trust,” she said.

The Moisture Surge range takes centre stage as Clinique turns real consumer conversations on Reddit into inspiration for its latest global campaign.

Closer to home, Clinique is building on the Moisture Surge franchise by pairing its Moisture Surge Active Glow Serum with the familiar 100H Auto-Replenishing Hydrator in what it calls the “Glow Chain Effect”.

The two-step routine combines gentle exfoliation, hydration and brightening, with the serum applied first followed by the gel-cream moisturiser.

The Active Glow Serum contains lactic acid to exfoliate dead surface skin cells, hyaluronic acid for hydration and Vitamin C to help brighten the appearance of skin.

Clinique said in-vitro testing found that its 100H Hydrator penetrated 2.1 times better when applied after the Active Glow Serum compared with using the moisturiser alone.

And Malaysians can now step into the Moisture Surge world themselves.

Clinique has transformed The Rabbit Hole in Kuala Lumpur into a pink-hued hydration destination from Sept 9 to Nov 9, bringing the campaign and its skincare story into a physical experience.

The takeover features product experiences, Instagram-friendly installations and a limited-time menu inspired by Moisture Surge.