Clinique rejunvenated

Clinique rejunvenated

While other girls her age were banned by their parents from using make-up, the young Ms Jane Lauder was already receiving lipsticks by the dozen from her legendary grandmother, the late American cosmetics grande dame Estee Lauder.

"So many women tell me their mother didn't let them wear make-up until they were 16 or 18. But cosmetics were such a natural part of my life, I didn't know anything else," says the global brand president of Clinique in an exclusive interview with Urban in Hong Kong.

She was there in January to share the brand's line-up for the year with the regional press.

Ms Lauder, now 41, remembers the present she received from her grandmother for her 12th birthday.

"She came to visit and brought along one of those tall lipstick tester holders that you have at the counters. It must have been filled with around 40 of the latest lipsticks.

"I remember I tried every shade that day, until my lips turned purple."

Even before that memorable birthday, however, Ms Lauder had been using Clinique's signature three-step skincare routine to cleanse, exfoliate and moisturise her face.

Her father, Mr Ronald Lauder, who is now the chairman of Clinique, brought the products back home when she hit puberty and her skin started to change.

When Ms Lauder first joined her grandmother's company at age 23 as an account executive for Clinique, she was tasked with staffing and inventory matters at the counters across seven department stores in Long Beach Island, New Jersey.

Today, things have come full circle for Ms Lauder.

The exposure to cosmetics from an early age was the perfect schooling when she was appointed to helm Clinique in April last year.

Ms Lauder - who has an elder sister Aerin, the style and image director of Estee Lauder - has breathed new life into the brand.

Founded in 1968 and touted as the world's first allergy-tested and dermatology-based brand for women of all ages, Clinique is one of the top three brands in the Estee Lauder Companies stable. But it has become rather staid over the years.

In the last couple of months, however, the label has been rejuvenated with a slew of exciting new offerings to make Clinique more appealing to younger consumers.

The launches include the Smart Custom-Repair Serum that was released in September and claims to repair skin only where necessary; as well as the Swiss-engineered Sonic System Purifying Cleansing Brush rolled out in July. Two collectible versions of the automated facial cleansing device - covered in cute pastel green and purple polka dots - were added to the range last month.

"One of our missions is to always recruit a new generation of Clinique customers, and to continue to make the brand modern, relevant, interesting and exciting," says Ms Lauder.

Next month, the new Turnaround Revitalizing franchise will be issued. The six-piece skincare line is made to quickly restore a glow to the skin of busy and stressed-out millenials. It includes a new lightweight treatment oil ($75), lotion ($59), day and night moisturisers ($75 and $79 respectively), and serum (from $79).

"This collection is made for everyone but it appeals to the younger consumers, because they are running around all day. Their skin definitely needs that extra bit of energy boost," she says.

On the make-up front, Clinique has ventured into bolder colours and more innovative, fuss-free products.

The Clinique Pop lipstick, a lip primer and bold, long-lasting lipstick rolled into one, is available in stores today.

In September, the Chubby Stick Cheek Colour Balm, was added to the brand's range of Chubby Stick eyeshadows and lip balms. Made for busy women, these creamy crayons are to be applied directly onto the skin and blended with fingertips; no brushes or mirrors necessary.

Being attuned to the customers' needs is what sets Clinique apart, said Ms Lauder, who is married with no children.

"The brand was founded by a beauty editor, and she always wanted to focus on what women are interested in," she says, referring to Carol Phillips, a Vogue beauty editor who was prominent in the late 1960s.

Ms Phillips wrote a pioneering article about the importance of the skincare routine in 1967, and the story - entitled Can Great Skin Be Created? - became the inspiration for Clinique. Estee Lauder Companies hired Ms Phillips to help create the brand with the dermatologist quoted in her article, Dr Norman Orentreich.

To understand its customers, Clinique recently commissioned a global survey of women's priorities in their private and public lives. The study spanned 16 markets, from the United States to South Korea and South Africa.

"The survey helps us to understand what makes our consumers happy, and to continue to listen to what is on their minds," said Ms Lauder.

There are more than 21,000 Clinique counters and stores around the world; and the figure is set to increase to 22,000 by June.

In Singapore, there are 26 counters islandwide; up from 20 two years ago.

Prior to her appointment as global brand president for Clinique, Ms Lauder oversaw the Origins, Ojon and Darphin brands.

Next up, she will be focusing on "creating the next level of retail" at Clinique.

"With e-commerce, consumers can get the product anywhere and any time. So we have to understand how to create entertainment at the counter and make shopping fun for the customer.

"We need to give them a reason to come and learn about Clinique, and experience the brand."

gladysc@sph.com.sg


This article was first published on April 10, 2015.
Get a copy of Urban, The Straits Times or go to straitstimes.com for more stories.

This website is best viewed using the latest versions of web browsers.