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NEW YORK — Clinique is plumping up its color cosmetics assortment this fall with extensive new foundation, blush and lipstick lines.
“This is a big color moment for Clinique,” said Julie Howard, vice president, product marketing, for Clinique. “We have great new products in great new packaging — we want consumers to look at Clinique with fresh eyes.”
Repairwear Anti-Aging Makeup SPF 15, the brand’s newest foundation, will be available in September.
“We’re building on the strength of our treatment franchise with this line,” said Howard, who noted that the makeup is targeted at women 35-plus.
It is the brand’s first repair-based foundation, and leverages Clinique’s skin care heritage, added Janet Pardo, senior vice president of product development for Clinique.
“We’ve coated pigments with Repairwear skin care, so you get the timed-release benefits of that product in your foundation,” added Pardo. The formula includes yeast and artemia extracts, chamomile, white birch, sucrose and linoleic acid, intended to moisturize and reduce the appearance of fine lines and wrinkles, and a proprietary encapsulation technology to deliver time-released doses of vitamin C and other antioxidants. Dimethicone is said to seal moisture into the skin.
The foundation, which has a liquid-cream texture, will be available in 12 shades, each retailing for $28. Industry sources estimated that it would do close to $19 million at retail in its first year on counter, with upward of $4 million spent on advertising and promotion.
Colour Surge Butter Shine Lipstick, another of the brand’s key fall launches, “marries the shine and gloss level of a lip gloss and the coverage and cushion of a lipstick,” said Pardo.
The formula, she explained, has significantly less wax than a traditional lipstick. It is a gel-like formula that “melts with your body temperature,” she said. “It required major work to get a stable formula that could be put in a package where it would be supported, because the stick is very soft.”
The proprietary formula includes a new polymeric liquid designed for this product, which is intended to increase the color’s luster factor on the lip. Color pigments are treated with silicone to help enhance their staying power, explained Pardo.
This story first appeared in the July 15, 2005 issue of WWD. Subscribe Today.
“This lipstick raises the bar in both aesthetics and benefits,” said Howard, who noted that Butter Shine lipsticks will be available in 14 shades, each retailing for $14. It will be introduced in October. While neither Howard nor Pardo would comment on projected sales or advertising spending, industry sources estimated that the lipsticks would do about $8 million at retail in the U.S. and that about $1 million would be spent on advertising and promotion.
Blushing Blush, an extensive new blush lineup, will launch in August.
The blush formula features jet-milled, charged pigments, noted Pardo. “It’s micropulverized — you’re not getting any chalky base at all,” she explained. “The color is sheer and clear. It gives the consumer instant [color] payoff in one sweep, because the pigments adhere to the skin.”
The oil-free formula will be available in 10 shades, each packaged in a silver compact with a color-matched pan. Each will retail for $18.50.
Industry sources said Blushing Blush could do close to $19 million at retail in the U.S. in its first year on counter, and that the advertising and promotional budget could be about $2 million.
Clinique is planning national advertising campaigns for all three of the launches this fall. Repairwear Anti-Aging Makeup will be featured in an ad campaign that highlights Clinique’s overall Repairwear franchise, beginning in October magazines, including O, The Oprah Magazine.
Print advertising for Butter Shine breaks in October fashion, beauty and lifestyle magazines, including Vogue, In Style, Allure and Lucky. Ads for Blushing Blush break in August in fashion, beauty and lifestyle magazines, including In Style, Shape, Lucky and Seventeen.
All the products will be available in about 2,200 U.S. department and specialty stores.