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 ...