NEW YORK — Clinique is out to deliver a color jolt this spring with Colour Surge Lipstick, the latest addition to its lip color lineup.
“This is a lipstick for those consumers who want big, bold color with one swipe,” said Arlette Palo, vice president of global makeup product development for Clinique. The lipsticks in this collection average 15 percent pigment, as opposed to the 9 to 10 percent pigment that Clinique’s other collections average. “No other Clinique lipstick contains a higher concentration of color,” she said.
And that color doesn’t come at the expense of moisture, she noted. “High pigment loads can compromise moisture —?but not with this formula,” said Palo, noting that a new emollient, unique to this formula, “gives each color great slip and spreading ability. And the emollients are low migrating, which means that the color movement is minimized — resulting in a long-lasting and nonfeathering formula.”
Unlike many traditional lipsticks, which contain high levels of hard wax, Colour Surge was formulated with a high percentage of soft waxes, said Palo. “Colour Surge contains a combination of soft waxes more typically found in lip glosses, combined with a low level of hard waxes, which makes the texture very creamy,” she said.
The collection has another distinction: its wide color range. With 18 shades, Colour Surge offers Clinique’s “biggest lip palette yet,” said Catherine Phillips, executive director of lip, nail and trend for Clinique, adding that the collection is intended to be Clinique’s entry into the fashion lipstick segment. The 18 shades are broken down into four color families: nudes, tawnies, pinks and violets, “with a special emphasis on oranges, corals and reds that were missing from our assortment,” said Phillips. Each will retail for $13.50. With the color range, the brand is also hoping to draw in a wider ethnic base, Phillips noted. “With the expanded range of colors that we are offering, we feel this is a realistic goal,” she said.
The traditional silver Clinique packaging has been tweaked slightly for Colour Surge — the silver tubes are accented with four pink bands at the bottom of the case.
Colour Surge will be available in Clinique’s full U.S. distribution, currently about 2,200 department and specialty store doors, and in Europe, in March. It will hit Asia in April. While executives wouldn’t comment on Colour Surge’s projected first-year sales or advertising spending, industry sources estimated that the lineup would do $25 million to $30 million at retail in the U.S. in its first year on counter and that about $3 million would be spent on advertising and promotion in the U.S.
National print advertising is slated to break in March fashion, beauty and lifestyle magazines, including Lucky, Vogue, Latina and In Style. Sampling will also be an important part of the campaign, noted Phillips. Close to a million samples — including deluxe miniatures and gift-with-purchase inclusions — are slated.