NEW YORK — Clinique is aiming to conquer the night with its latest skin care launch.
And with its first night repair product range, Repairwear, Clinique is also aiming to take the brand’s skin care to a new price level.
Designed primarily for normal to dry skin, the Repairwear range consists of three products: Intensive Night Cream, Intensive Night Lotion and Extra Boost Serum, all retailing for $45 apiece. The cream and lotion are each 1.7-oz. products, while the serum is 1 ounce. By contrast, two of Clinique’s other key repair products — Advanced Stop Signs and Total Turnaround — retail for $35 and $30, respectively. Clinique entered the antiaging category in 1999 with Stop Signs, the forerunner of the updated Advanced Stop Signs.
"We believe we’ve got a premium offering with Repairwear," said Susan Akkad, vice president of global treatment marketing for Clinique, of the increased pricing structure. "The patented technology gave us the opportunity to create an aspirational product line."
The products are intended to restore energy to the skin, repair existing damage, provide antioxidant and anti-irritant protection and help enhance natural collagen synthesis, said Kenneth Marenus, vice president of biological research for Clinique, who developed the technology for Repairwear. "Not only does this line address environmental stressors, it also acknowledges that a great deal of damage to skin comes from internal stressors — and addresses all types of damage with proprietary ingredients that are incredibly effective," he said, noting that the line is intended to both repair existing damage and prevent additional damage from happening.
Among Repairwear’s key ingredients is the proprietary Vital Fuel, a biofermenting complex said to restore skin’s energy-producing capabilities. "If you don’t have enough energy in the skin, it will become damaged more easily," Marenus noted. "In our studies, we have found that skin is metabolically active at night, and we’re using these ingredients to provide energy to skin —?and protect it over the next day."
Other key ingredients include a vitamin C and E duo in a free radical-triggered liposome delivery system; the patented Skin Signalling Repair technology, a combination of RNA fragments and bioconverted white birch extract that is intended to reduce environmental damage and the appearance of fine lines and wrinkles, and a soybean protein-centella asiatica extract combination that is intended to help boost collagen and elastin in the skin, said Debbie D’Aquino, vice president of global product development, treatment for Clinique. "One key difference with these ingredients is that they are biofermented, which basically means that we have distilled the most active parts of the ingredient and made it available to the skin," said D’Aquino.In addition, Repairwear includes a resveratrol — red wine — extract teamed with vitamin E, intended to protect against environmental stresses; a three-tea complex, also intended to boost antioxidant protection, and Clinique’s proprietary Quadruple Blend — a combination of squalene, barley extract, wheat germ extract and cholesterol sulfate — intended to work with skin’s upper layers to protect and repair the moisture barrier, D’Aquino added.
Packaging —?a silvery green with background printing that is a departure from the signature solid Clinique light green packaging —?is intended to convey "a high-tech, premium approach," said Akkad.
The launch will roll the product out to Clinique’s full department and specialty store distribution, currently about 2,200 doors in the U.S. Products begin shipping in December and will be completely rolled out by January, noted Akkad.
While none of the executives would comment on projected sales, industry sources estimated that Repairwear would do about $40 million at retail in the U.S. in its first year on counter, and that about $2.5 million would be spent to promote it.
While print advertising will appear in "one or two" January magazines, the majority of placements will begin appearing in February fashion, beauty and lifestyle books, said Akkad. Sampling will also be a major part of the campaign, with more than 1.3 million samples spread across the cream, lotion and serum range planned. About 300,000 will be 7-ml. deluxe samples, while an additional 1 million cream packets will be affixed todirect mailers. To further promote awareness of the category, Clinique is also beginning work this week on a consumer study, the results of which will be released at the product’s launch in December.
@tradesy is turning the concept of a showroom upside down with its new space in Santa Monica. Here, the company plans to hold events, art exhibits and a showcase rare fashion pieces like this Louis Vuitton boxing set. Get all the details on Tradesy’s first showroom on WWD.com. #wwdnews
Spotted last night at the @erdem x @hm launch event: Kate Bosworth, Rashida Jones, Kirsten Dunst and Selma Blair. The party, which took place in LA, also marked the opening of their pop-up shop. “I was interested in creating a collection that wasn’t in any way disposable. It was about pieces you’d create and keep forever, things that have a permanence to it,” designer Erdem Moralioglu said. #wwdeye (📷: Katie Jones)
Renee Zellweger in yellow in 2001 and again in 2017. Chosen as one of the 12 @pantone Leading Spring Colors (and dubbed “Meadowlark”), it only makes sense that the bright hue stands the test of time and is making a resurgence this season, seen already on stars like @blakelively and @gigihadid. (📷: Donato Sardello & @rexfeatures) #wwdfashion #tbt
Dior’s 70th anniversary celebration continues with a new exhibition at the Royal Ontario Museum in Toronto. “Christian Dior,” which is scheduled to run through March 18, takes a look at the founders tenure from 1947 to 1057 and feature 40 designs. Pictured here is an evening gown from the Ailée, fall 1948-49 haute couture collection. #wwdfashion (📷: Brian Boyle)
As one of the most recognizable models in the world, Christy Turlington Burns has an insider’s view of the fashion industry and the allegations of sexual harassment swirling around it. “I can say that harassment and mistreatment have always been widely known and tolerated in the industry. The industry is surrounded by predators who thrive on the constant rejection and loneliness so many of us have experiences at some point in our careers,” Turlington told WWD, along with her suggestions for how the modeling world should protect younger women and men. Read more on WWD.com. Link in bio. (📷: Tony Palmieri) #wwdnews
@asics America has tapped a new brand ambassador: famed DJ/record producer @steveaoki. This initiative is intended to set the tone for the new brand identity and philosophy and will include partnerships with influencers and in-store and off-line activations that will continue into next year. This is Asics’ most significant marketing effort in two decades, and is expected to attract younger consumers to the brand. #wwdfashion
24-year-old Jean Prounis is redefining the rules of jewelry. Formerly a studio assistant to Jemima Kirke and a design apprentice at Ghuran, she focuses on handcrafted subtleties and ancient goldsmithing techniques. “There was a really sterile feel in the environment and I wanted to have jewelry with character that shapes how you wear it everyday,” Prounis said. Each piece is hand made in New York, either by Prounis or three other jewelers in the district. #wwdfashion
“These collections continue to build on that vision, empowering differently abled adults to express themselves through fashion,” said @tommyhilfiger of his line of adaptive apparel, which launches today. The line consists of 37 men’s and 34 women’s styles based upon the pieces from the spring Tommy Hilfiger sportswear collection. #wwdnews