NEW YORK — Clinique is out to shine up its lip color business this fall.
The brand is adding Sheer Shimmers, a five-stockkeeping-unit, high-gloss addition to its existing Glosswear for Lips franchise. With the new addition, due in October, Clinique is building on the brand’s fastest-growing lip segment, said Julie Howard, global vice president of marketing for Clinique. "Not only is lip gloss the fastest-growing segment in the lip category, it is also the fastest-growing segment in the cosmetics category overall," she said. "It made sense to look for ways to create more choices in that category."
Sheer Shimmers is the brand’s first super-high shine gloss, Howard said, noting that the current Glosswear options feature a moderate shine, low-pearl finish. The new addition is an ultrasheer, ultrashiny finish with lots of shimmer, she said. "With both options, we’ll have something for everyone," she said.
Arlette Palo, vice president of global makeup product development for Clinique, noted that the new gloss line’s point of difference is its transparent polymers. "Many traditional glosses have an opaque base, but these shades are clear-based, thanks to transparent polymers that give lips an exceptional shine," said Palo. The shades are also infused with vitamin E derivatives and emollients, which condition lips and protect them from drying out, she added.
Clinique used large-particle pearls in the formula for a finish that is intended to appear three-dimensional, added Palo. "The pearls magnify the lips, making them look plumper," she said. The real challenge was formulating an ultrashiny base that wasn’t sticky, she said. "The clearer and shinier the formula, the more sticky they normally are," she said. "Our aim was to formulate one that wasn’t sticky."
Sheer Shimmers, packaged in a clear tube with a silver cap, is available in two nude shades, Crystal and Sunset; a tawny shade, Sunshine; a pink called Whisper, and a violet shade called Mystic. Each retails for $12.50.
The collection will be available in about 2,200 department and specialty store doors in the U.S., as well as in Clinique’s more than 80 global markets and on clinique.com. While neither Palo nor Howard would comment on the brand’s projected first-year sales, industry sources estimated that the collection would do upward of $20 million at retail globally in its first year, with about $10 million of that done in the U.S.Clinique plans national advertising for the collection beginning in October, in fashion, beauty and lifestyle books. A comprehensive sampling effort, keyed to the brand’s Moisture Surge Extra moisturizer, is also part of the campaign. More than 200,000 handout cards — with an offer designed to draw consumers to counters for a sample of Moisture Surge Extra — will be distributed, as will 1.8 million mailers with a Moisture Surge Extra sample offer. Neither Palo nor Howard would comment on projected first-year advertising and promotional spending, although industry sources put the figure at $1 million.
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