CLINIQUE’S WATER TREATMENT
Byline: Julie Naughton
NEW YORK — This winter, Clinique is tapping the power of water with two updates to its Moisture Surge franchise. Moisture Surge Eye Gel, an oil-free eye gel, and Moisture Surge Extra, a lightweight cream-gel that is an oil-free update of the original Moisture Surge cream, will both bow in January. They will be available in Clinique’s more than 2,200 domestic doors, as well as on gloss.com and clinique.com.
The eye gel is designed to hydrate delicate skin around the eyes, plumping skin and reducing the appearance of fine lines, noted Susan Akkad, vice president of global marketing, treatment for Clinique. “The polymers and sugars in the formula help to maintain an ideal moisture balance, which enables the skin’s cells to exchange nutrients properly,” added Akkad. Its formula includes aloe leaf water to soothe dehydrated skin; trehalose, sorbitol and sodium hyaluronate to help skin retain moisture; palmitoyl pentapeptite-3, a skin-firming ingredient which is said to help stimulate the natural development of collagen; glycerin, to attract moisture, and green tea extract, to protect skin from daily irritants. It will retail for $26 for a 0.5-oz. tube.
Moisture Surge Extra’s point of difference is aloe leaf water, which “has been shown to be more readily accepted and efficiently used by the skin, allowing moisture to better bind to the skin,” said Debbie D’Aquino, vice president of global product development, treatment for Clinique. “The water actually becomes a delivery system for the aloe.”
Like the eye gel, Moisture Surge Extra is designed to plump and smooth skin, and includes a combination of moisture-binding polymers and sugars that help to maintain the skin’s moisture balance. A 1.7-oz. jar retails for $31.
While neither executive would comment on sales projections or advertising budgets, industry sources estimated that the new duo would rack up about $20 million in retail sales in their first year on-counter, and that about $2 million would be spent to promote them. The campaign includes national print advertising in Cosmopolitan, Elle, In Style, Vogue, Health and Ladies’ Home Journal, as well as more than 1.3 million samples.