Forty-five years old and still on top, Clinique’s powerhouse Dramatically Different Moisturizing Lotion has been retooled and given a new lease on life.Redubbed with a plus symbol after the name, DDML will be relaunched this summer with all the global media fanfare that the Estée Lauder Cos. Inc.-owned division can muster, including network and co-op TV, social media and heavy sampling. The company is investing heavily because the size of the business is huge and so are the stakes. Industry sources estimate that sales could be increased by 50 percent.DDML is the heart of Clinique’s trademark three-step skin-care system, which has been the cornerstone of the brand since its inception in the fall of 1968. The product is billed by the company as the number-one prestige market moisturizer in the world, while still maintaining high- single-digit sales gains in mature markets and double-digit hikes in developing countries. Lynne Greene, an Estée Lauder group president whose duties include Clinique, was succinct in explaining why an update was needed. “One of the reasons that we actually wanted to change the product is that the world changed,” she said, adding, “The world has changed and how does this product meet the new world? Skin gets dehydrated faster today in this world because of the pollution and [other] factors. We needed to put more hydration into the product.”RELATED STORY: Clinique Expands on Skin Care With CC Cream >>Agnes Landau, Clinique’s senior vice president of global marketing, said the company worked with Dr. David Orentreich, the son of Clinique’s original scientific guru, and asked him what a modern version of the product would need. He said to increase the hydration, but you want to increase skin’s ability to hold on to that moisture, Landau recalled.One of the reasons the product had not been updated was that consumers loved its texture and absorption ability and the company was afraid of altering those characteristics. “How do you change one of the most-loved products without alienating your existing customer base?” asked Ricardo Quintero, senior vice president and global general manager of market development. The answer was 100 formula tests over a six-and-a-half-year period and the result was a 50 percent increase in hydration and a 54 percent improvement in the all-important moisture barrier. The moisturization was amped up by adding contemporary ingredients like hyaluronic acid, glycerin and urea. The moisture barrier, which prevents hydration from escaping, was strengthened by adding sunflower seed cake, barley extract and cucumber extract. “The skin is being assaulted in a different way and that is why the skin needs the increased strength,” Greene said. “If a moisturizer wears longer, it protects your skin longer so your skin can stay stronger.”Just to make sure that there would not be a customer revolt, Clinique surveyed 1,600 “existing, lapsed and competitive users” in five countries — the U.S., U.K., France, China and Japan. The verdict? They “loved it,” Greene remarked. To make the point on the need for a strong moisture barrier, Clinique shot an ad showing a DDML bottle resting inside a water-filled balloon. To make the redone product more tempting, the price was raised by only $1 — from $25 to $26 for a 4.2-oz bottle. In the U.S., Dramatically Different Moisturizing Lotion+ will be launched in August supported by TV and print advertising in the September issues of magazines. In Clinique’s 149 markets around the world, the product will roll out between July and September.While the company does not divulge budgets or sales forecasts, industry sources estimate that Clinique is making a huge effort. They calculate that the global war chest for total advertising and promotion could hit $80 million for the first full year. This could generate retail sales of $300 million for the first full year, industry sources calculate.
To celebrate Pride 2018, @themarcjacobs released the #GratefulNotHateful campaign, a social media initiative aimed at extending Pride beyond the parade. Inspired by Jacobs’ everyday outlook, the campaign features Jacobs along with a group of models and social media stars who are members and supporters of the LGBT community, all seen wearing @marcbeauty’s Highliner Gel Eye Crayons in colors of the rainbow. Head to our Instagram stories to see close-ups of the liner. #wwdbeauty
Virgil Abloh’s dad Nee and Don Crawley, cofounder of RSVP Gallery, were some of the hometown crew at the Chicago-born designer’s debut show for Louis Vuitton. (📸: @jdiderich ) #wwdmens #louisvuitton #virgilabloh
About last night: @marycharteris and @adwoaaboah hit up Hyde Park for the Serpentine Galleries’ annual summer party held in partnership with @chanelofficial. Head to WWD.com to see more photos. #wwdfashion
“This is Paris, my first show. I’m all about democracy. If some kid shows up, flew from New Jersey to just be around, let’s get him a seat.” — @virgilabloh tells WWD’s @jdiderich ahead of his first show for @louisvuitton men’s. (📸: @alfredo_piola ) #wwdmens #virgilabloh #louisvuitton
“Kate Spade was a true fashion icon who brought joy to the lives of women around the world, and inspired women to live life to the fullest. We are dedicated to carrying on her legacy,” said Anna Bakst, brand president and chief executive officer of @katespadeny. The Kate Spade Foundation announced that it will be donating $1 million to suicide prevention and mental health awareness in tribute to the recent death of Kate Spade. Read more on WWD.com. #wwdnews (📷: @chinseephoto)
A first look at @virgilabloh’s sneakers for @louisvuitton. Abloh spoke to WWD about his debut collection for Louis Vuitton, creating @kendalljenner’s #metgala outfit and redefining the heritage brand. Read the full story on WWD.com. #wwdfashion 📷: @alfredo_piola)
The world’s largest producer of denim @iskodenim is sharing the strategy behind its product development process. Read our full interview with ISKO’s product development manager Baris Ozden on the company’s extensive research practices, upcoming denim trends and the latest material innovations on WWD.com. #iskodenim