Clinique is taking a deeper leap into the world of alphabet skin enhancers with its new Clinique Moisture Surge CC Cream Hydrating Colour Corrector Broad Spectrum SPF 30, due in April.
This story first appeared in the March 22, 2013 issue of WWD. Subscribe Today.
“We didn’t just want to do the next alphabet cream,” said Lynne Greene, a group president of the Estée Lauder Cos. Inc. “We examined the U.S. market, which is how we developed our best-selling Dark Spot Corrector, and we realized there was an opportunity for a color-correcting product for all skin types. No matter what one’s ethnicity or age, skin at a certain point starts to change tone. For instance, darker skins may look gray or ashy, while Asians may see a dull or yellow cast and Caucasians may notice skin is redder and dull.”
Clinique’s new product is intended to correct those issues — “neutralizing blotchy redness, turning sallow skin peachy and ashy skin luminous and brighter, and providing long-term hydration for skin,” Greene said.
The product’s key benefit, said Janet Pardo, senior vice president of global product development at Clinique, is using advanced color-correcting technology to both neutralize off-tones in the skin and provide a natural glow. That is achieved by using dual-layer, translucent lavender optics, she said, explaining that this is due to the color’s ability to visually correct a range of skin concerns. “When the optics are mixed in with the formula, they don’t give off any color; rather, they enhance skin’s radiance and give a natural glow.”
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Vitamin E and UVA/UVB sunscreen are added to protect skin from oxidative damage, added Pardo.
Six shades, intended to address every skin tone from pale to deep, will be offered. Each contains smart color-correcting technology to immediately visually correct the complexion while the product itself is working on a deeper level.
The $35 product will be in Clinique’s full distribution — currently about 2,000 department and specialty store doors.
Print advertising was shot by Richard Pierce and is breaking in April fashion, beauty and lifestyle magazines, said Agnes Landau, senior vice president of global marketing for Clinique. TV advertising is expected to bow in mid- to late-April.
While executives declined comment on projected sales, industry sources estimated that CC Cream would do about $100 million at retail globally in its first year on counter. The brand is said to be spending $40 million globally on advertising and promotional efforts, including print ads, TV commercials and digital pieces.