Clinique iD is a custom-blend hydration system, targeted at millennials
The Estee Lauder Companies is betting on bespoke to help boost sales of its Clinique brand. A new launch, Clinique iD, that aims to build on the popularity of Clinique’s signature Dramatically Different Moisturizing Lotion, is being billed as the brand’s biggest since Even Better Clinical, according to a report published by WWD.
Clinique iD is a custom-blend hydration system, targeted at millennials and designed to address the fact that, according to research conducted by the brand, some 68 percent of US women believe they are yet to find the right moisturizer for them. Customers can choose from three Dramatically Different bases (a jelly, lotion or oil-control gel), and combine it with one of five active cartridge concentrates, each formulated to tackle a different skin concerns. In all, there’s 15 possible combinations.
The product will launch in the US on December 1, and is expected to draw in US$200 million worldwide in the first year.
“One of the most important things is always in a brand is to constantly be surprising the consumer because you think about if people know Clinique and if people always think of us one way, how do you constantly surprise them so they take a new look at the brand?” Jane Lauder, Global Brand President told WWD. “That’s what this launch will do.”
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