Clinique is refocusing
its image; it's putting the dermatologist back in the brand. Clinique started out with a medical feel to it: all the salespeople wore white labcoats, for example. But over the years, it got away from its original image. Now that cosmeceuticals are hot, the brand is going back to its roots.
The 40-year-old brand is continuing its quest to return to its dermatological roots with its latest offering, Redness Solutions Instant Relief Mineral Powder, due out in late January — and a new merchandising unit, rolling out now, designed to showcase existing products addressing four common skin care conditions.
"This brand was started with a philosophy of addressing dermatologic concerns," said Lynne Greene, global president of Clinique. "We now have four collections for specific skin concerns: redness, acne, uneven skin tone and dullness. The new powder and the new merchandising concept showcase that heritage."
Clinique groups the four collections, dubbed Dermatological Solutions, on a dedicated tower, as well as in regular caseline displays — and has composed grab-and-go kits for retail doors that prefer assisted self-service displays.
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The Redness Solutions line is intended not only to treat reactive redness — which, say, could be caused by a lip wax -- but also rosacea.
The new powder is intended to be a marriage of color cosmetics and treatment, said Agnes Landau, senior vice president of global marketing for Clinique. The formula includes caffeine and extracts of magnolia bark, mushroom and grapefruit, said to visibly counteract redness. The mineral blend — which comprises calcium, magnesium, sodium and potassium — is intended to absorb excess oil; vitamin E is included for its antioxidant properties.
Rosacea is difficult to treat and incredibly annoying for those that have it. Clinique is wise to focus on this affliction. We like the overhaul of the Clinique brand, especially the updated packaging, focus on skin issues and -- of course -- the great mascaras and moisturizers. The website is easy to use and we like the samples they send with our orders.
Clinique is 
