Clinique will use a new marketing strategy in October to launch Moisture On-Call, a product it expects will be the next wave in skincare.
Moisture On-Call, for individuals with dry skin, is being touted as a lotion containing breakthrough technology that tells skin cells to produce lipids in order to maintain moisture balance.
Moisture On-Call, with the tagline ‘Refresh Your Skin’s Memory,’ will be advertised exclusively with Eaton’s, and will not be offered in a ‘gift-with-purchase’ or other promotional event as is usually the case.
Lynn Chambers, director of marketing at Clinique, says with the new strategy, Moisture On-Call will get direct attention from consumers, which will build brand image and recognition.
All new major products to follow will be marketed the same way – with a retailer and direct focus on the product without a promotional event.
In October, Clinique will launch a national print campaign created in-house in the New York office.
Clinique is also considering a radio campaign later in the year.
Chambers says the new product will spark a new era in cosmetics as it contains a technology that cannot be ignored.
This lotion is said to penetrate to the basal, or bottom, layer of skin where skin cells are born.
As a consequence, the product does not provide a marked difference in skin moisture until about four weeks, when an entire skin cycle has taken place and the young treated cells emerge on the surface.
One of the ingredients in the product that assists the cells is caffeine.
Clinique plans to put this technology in other products to assist those with dry skin.
The cosmetics company expects other beauty product manufacturers to try to copy its formula as Clinique believes this new technology will be as sought after as alpha hydroxy acid and anti-oxident products.
Chambers says this season’s major launch will spearhead a new marketing strategy for Clinique’s upcoming seasonal launches.
New technologies are always being investigated by cosmetic companies, says Karen MacPherson, manager training and communications at Toronto-based Elizabeth Arden Canada.
‘We’re in a fast food environment where people like something that’s new,’ MacPherson says.
‘There’s definitely a market for something new,’ she says. ‘Consumers are always looking for new and better ways to take care of their skin.’
MacPherson says that as the baby boomers age, they are creating a demand for new products to care for their skin.
‘Now women are getting older, they’re working, and in the business environment, and they’re looking at their mothers and grandmothers and saying `Hey, I don’t want to look like that, I don’t have to look that old,’ she says.
MacPherson says the cosmetics industry is catering to a baby boomer market.
She says some of the newer technologies, such as alpha hydroxy acid, have been around in a raw form, including bathing in milk, and now cosmetic companies have gone out to perfect them.
