NEW YORK -- This April, Clinique plans to prove that long-lasting lipsticks can also be moisturizing -- and boost its lip bottom line in the process.
Designed to improve the condition of lips while providing long-lasting color, the new Moisture Surge Lipstick collection is also set to build on Clinique's already-considerable lip business. Industry sources estimate that the new lipstick line will do $25 million at retail in its first year, comprising 16 to 20 percent of Clinique's total lip business. It is expected to rank third in Clinique's overall lip lineup, which is headlined by the best-selling Long Last Soft Shine franchise.
"We were going for a total 'Wow!"' said Julie Howard, vice president of makeup marketing for Clinique, of Moisture Surge. "But we wanted a long-term wow. This lipstick's conditioning properties make it unique from our other lipsticks, and the creamy feeling of the lipstick is indulgent. It's a real lipstick-lovers' lipstick."
Moisture Surge will be available in 15 shades, none of which duplicate existing Clinique lip colors.
"As a company, Clinique has 116 shades of lipstick, so it can be hard to avoid duplication sometimes -- but we feel that we've hit upon a great mix of shades," said Howard. Each includes an SPF of 15, as well as anti-oxidants and aloe extract. Each will retail for $12.50.
Work on the collection began in 1997, said Arlette Palo, vice president of makeup product development for Clinique. "We did a survey of 1,000 women in the U.S., and one of the most important traits women asked for in their lipsticks was comfort. We delivered on that promise with an ultra-creamy, full-coverage, long-wearing formula."
The collection will be supported with a "major" ad campaign in April fashion, lifestyle and women's books, as well as counter displays and 1.6 million mailers. Howard declined to comment on the campaign's cost, saying that it was still in development.
Clinique also has two other product initiatives on tap: an Eighties-inspired spring fashion palette, Look on The Bright Side, and Lash Doubling Mascara, a new volumizing formula. "There's been a real movement toward the bold Eighties looks in fashion lately, and we want to give consumers a color accessory to complement that," said Howard, who noted that the collection includes three lipstick doubles, $13.50 each; a Glosswear lip gloss double, $13.50; three shades of Glosswear nail enamel, $7.50 each, and two blush doubles, $15.50 each.Colors include pale pink, vibrant coral and bright fuschia. They are available in February.
Lash Doubling Mascara, a formula that is expected to rank second or third in Clinique's mascara lineup, is designed to increase lash volume by up to 100 percent while avoiding clumping. It will be offered in two shades, black and black-brown, and will retail for $11.50. It will be available in February.
Palo pointed out that it uses a special coating on the color pigments that was derived from ink disbursement technology. "That way," she said, "you get the brownest browns and the blackest blacks." It will be supported with a national ad campaign and sampling, added Howard.
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