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CEW Puts Spotlight on Clinique

By: Nancy Jeffries
Posted: November 8, 2011

CEW’s Women in Beauty Series hosted “Spotlight on Clinique,” welcoming Janet Pardo, senior vice president of product development worldwide, Clinique; Lynne Greene, global brand president of Clinique, Origins and Ojon; and Agnes Landau, senior vice president of global marketing, Clinique.

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The challenge with the contemporary Clinique is maintaining its skin diagnostic character while modernizing the brand and retaining its heritage. Greene described how the brand, which began as a skin care brand, has moved into both makeup and fragrance. “Skin care and makeup are important parts of the dialogue,” she said, noting that Landau made dermatological foundations in her makeup, which support the brand’s heritage, and Pardo brought in the idea of Chubby Sticks with color and benefit.

“Chubby Sticks are bringing a wink and a smile into Clinique’s color products,” said Pardo. Clinique’s Chubby Sticks are moisturizing lip balms in a range of colors that contain mango and shea butters, and offer both color and moisture. The format and name support the healthy positioning of Clinique, and according to Landau, “The color, whatever color we bring to the brand, has to be healthy and warm. We talk about a wink and a smile with our Chubby Sticks, and also believe our fragrance brings that message as well.”

Brand Alignment

“We believe that sustainable success takes a long time to develop," said Landau. "We were having a conversation thinking everyone was aligned, but [found] it’s a process, and we’ve brought everybody into that alignment. Once you get there, you know it’s the result of a difficult road.”

“Today’s peacock is tomorrow’s feather duster,” said Greene, implying that you’ve got to be aware of the risks you’re taking and make sure you maintain the alignment to ensure the development of the right products. Pardo concurred, “You need to know there are risks and expenses in product development until you achieve what you want.”

Greene provided some background for the research that goes into the development of a skin care product, citing Pardo’s conversations with experts in the field. “Janet talked with the dermatologists and found that the lack of a product that could equal hydroquinone was of interest. She wanted to find out what would fill an existing white space, and the idea of reducing hyperpigmentation was introduced,” said Greene, who related her first hand discovery in Italy of the need for a pigmentation reducing solution. “It is critical to recognize a need,” Greene said.