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 Established
in 1968, Clinique brand was the first who offered to consumers products
developed by dermatologists in the segment of reputed cosmetics. Sea changes occurred since that time: company
clients became more demanding, the life became busier, and climatic conditions
- more severe. And only Clinique remained loyal and kept on manufacturing
highly effective products of super quality for different types and tones of
skin.
The Company
advocates an individual solution, frequent testing and thorough verification,
and thanks to this exact approach the Clinique stays one of the main cosmetic
brands in the world. Clinique products are sold all over the world in more than
seventeen thousand stores of one hundred and thirty five countries.
Is it
feasible to have a perfect skin?
The history
of the Company starts with the interview. Once an enthusiastic young lady of 25
years old holding the office of the successful editor to Vogue magazine,
addressed to Dr. Norman Orentreich, the practicing dermatologist about the
interview. The editor was craving for a sensation, the doctor longed to share
with the world on all his achievements, and they came to golden mean in this
crucial interview. During the interview the doctor expressed a simple idea that
the genetics does not matter. And that you are able to have a perfect skin.
At that
time this announcement was quite a sensation and it turned out to be the hit of
the periodic. Many people learned about this doctor and his ideas and it was
not only targeted group of women. Leonard Lauder, just bring in mind what cosmetic
brand is associated with this surname, was about maturing the idea to create de
luxe cosmetics, certified by dermatologists and got concerned as well. And, due
to the official legend, he offered Carol Phillips and Dr. Orentreich to develop
the line of advanced products to solve that problem.
Marketing times
Skills brings Success
The Vogue editor
and the Doctor of Medicine created a wonderful tandem where he created, developed
formulations and tested products, and she prepared the product to sale, not less
important functions using her experience of working for a magazine for ladies. Development
of the first dermatological certified line of individual cosmetics means - skin
care, development of three-stage leave concepts, creation of Clinique computer,
like an integrated quiz combining the most common questions and popular
solutions - this is very good, and on the top of it, it is unique. And where would
have been the respected doctor without Carol, her naming experience, her skills
of group targeting, without her professional skill to operate the words? On the
other hand, Carol Phillips would be entered in annals of history as the editor
to Vogue without gold hands (and gold ideas) by Dr. Orentreich. Instead, they
created a product demanded by millions and separately they could have been
ordinary people.
And the history
of creation has quintessence of Clinique idea: something original and unique
apart from quality and guarantee. Brand, promise of unique, client-orientedness
but not demonstration of the product as a famous «advertising personality». In the
core of any advertizing campaign of Clinique brand for over forty years is the
product itself but not an actress/singer/model who happily and trustingly
announces how she uses the product. When you decide for Clinique products, you
do favor your skin but not follow advices of celebrities. Recently buying of
cosmetics is kind of personal thing.
Landmarks
and dates
In 1969 the
Company - mainly thanks to the Empire of Estée Lauder with Clinique in the
structure - pushed out to the
international market. The first foreign store was opened in Great Britain.
Afterwards the Company seized the market gradually, step by step and in 1970
Clinique was the first in the market to provide cosmetic means for protection
of skin against UV rays, in 1971 glossing lipstick Black Honey Almost Lipstick was
at the top record levels, in 1976 the Company launches the first line of
cosmetics for men.
This brand did
not stop serious scientific investigations (no intentions to save on that) and
collaboration with chief specialists in dermatology. Thus, Clinique was first
among the cosmetics manufacturers to be invited to the American Dermatology
Conference and since that time it is the respected habitué at them. In 1986 the
Company was the first cosmetics company to be invited and take party in the
Session of the Academy of Ophthalmology. Clinique collaborates with Weill
Cornell Medical Center in joint investigations and educational programs
concerning issues of skin health and creation of Clinique Center of Health
Skin.
By the way,
do you happen to know, that Clinique products has been to the space? In 1991 the
astronauts tested the products of the Company while away in the trip to the
Moon.
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