UK. Clinique is poised to extend its famous 3-Step Skin Care System with a new Liquid Facial Soap and new pump dispenser packaging. These new items will be launched worldwide from this autumn.
The 3-Step Skin Care System (Facial Soap, Clarifying Lotion and Dramatically Different Moisturising Lotion/DDML) – launched almost 40 years ago – has remained a key line for Clinique.
The company describes the collection as a “core group of timeless, custom-fit pieces”. Over the years, in response to customer requests, new elements have been added, notably Dramatically Different Moisturising Gel (The Moodie Report.com, 1 November 2004) and Clarifying Lotion Mild.
This autumn, the collection will evolve again, through the introduction of several new products.
“At Clinique we are dedicated to creating great skin by providing our customers with each element they need to create a perfect, customised skin care routine,” explained Clinique Senior Vice President of Marketing Beth DiNardo.
“To further customise the 3-Step collection, we are introducing a new 3-Step Liquid Facial Soap as an alternative to our tried and tested facial bar soaps. We are also enhancing the functionality of our packaging – with pump options across all three steps.”
“Clinique is the original derm brand,” declared Vice President for Global Treatment Marketing at Clinique Laboratories Susan Akkad (pictured above right with Dr Tony Rawlings), at last week’s launch event in London.
“But we want to make sure that we are relevant, and giving more and more options, and more and more customisation possibilities to our consumers, which is why we’ve been introducing new product forms [within 3-Step].
“We talk to our customers quite a bit, and over the years we have received two resounding requests from them: please introduce a lightweight, oil-free version of DDML, which we have done already. The second request was for a liquid form of our facial soap.”
This will be marketed as an alternative Step 1 within the 3-Step regimen.
“It will mirror the same options that we have in our hard soap,” added Akkad. “So there will be a formulation for very dry skins [what we call Skin Type I]; a formula for dry/combination skins [Type II]; and an oily skin formula designed for skin types III and IV.”
Other innovations within 3-Step include what Clinique describes as “modest packaging enhancements”.
These are the introduction of a three-piece bar soap dish which includes a better drainage system. A pump dispenser mechanism will be added to the Clarifying Lotion line, and a new format pump, complete with cap overshell, will be added to DDML.
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