By  on September 1, 2006

Want a fat lip? Clinique will be happy to provide two of them — with Full Potential Lips, the brand's new lip-plumping line.

The collection marks the first time that Clinique has ventured into the lip-plumping category. According to Janet Pardo, senior vice president of global product development for Clinique, the brand waited until it could develop an effective line that wasn't painful to wear.

"Many plumping products can actually feel painful on the lips because they are using irritants to make the lips swell," said Pardo. "While Full Potential tingles a little, it isn't an all-out assault on your lips."

Full Potential gets its fat-lip potential from a patent-pending, pain-free complex that includes capsicum frutescens fruit extract and Zingiber officinale root oil, said to stimulate the lips. Palmitoyl oligopeptide then boosts natural collagen production, according to Pardo.

The formula also includes pearlized pigments, which are intended to reflect and refract the light, and a polymer blend aids in the product's high-shine finish.

"Lips can look as much as 30 percent larger, and the effect lasts for up to six hours," said Pardo.

Full Potential Lips will include 10 shades, with names like Voluptuous Violet and Sugarplump. Each will retail for $17.50.

The lineup will be available later this month in Clinique's full U.S. distribution, about 2,000 department and specialty store doors.

While neither of the executives would discuss sales projections or advertising spending, industry sources estimated that Full Potential Lips could do $15 million at retail in its first year on counter, and that about $1 million would be spent on print advertising. The national ad visual will break later this month in October fashion, beauty and lifestyle magazines. The brand also plans viral marketing and Internet promotional efforts, including an online sweepstakes, said Jackie Kelly, executive director of global makeup marketing for Clinique.

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